Features

Five Things We Learned... About Dentsu Lab Launching in London

In its mission to further drive innovation, the network has expanded the tech initiative to London

The key product of strategy is Not the brief

The Gate's chief strategy officer Kit Altin argues that treating 'The Brief' as strategy's key artefact is a big, yet surprisingly common mistake

Charity Advertising Is Booming - But What Does That Say About Us?

Spend on charity advertising is growing according to a recent report by the Advertising Association. But what does that say about the times we live in?

There Are Signs of Positivity For Marketers Despite Pre-Budget Jitters

The latest IPA Bellweather report perhaps didn't surprise when it revealed a widespread pause in spend in recent weeks, but this is an industry that cannot afford to dwell on difficulties

The marketer bringing back an enduring advertising property: Elodie Peribere

Coca-Cola UK marketing director brings back the 'The Hunk' to reinvigorate Diet Coke and inspire generations

Behind Knorr's Gaming Campaign To Promote Veggie Consumption

A look at how a campaign by MullenLowe for the Unilever-owned brand aimed to revolutionise how gamers viewed their greens

the age of 'conspicuous hydration'

Every trend can change, decline and evolve warns Ogilvy UK head of strategy as he looks at the consumer thirst for the ginormous adult sippy cups

The Rising Tide Of Effectiveness Proves The Need For More Long-Term Partnerships

A new report from System1 and the IPA underlines the message from the Effectiveness Awards that long-standing client/agency relationships drive growth

How Brands Can Flex To Avoid the Cringe

With the publishing of a mobile-first guide to social design in the age of creators, That Lot's team explore a range of social media musts

Five Things We Learned… About How Cadbury Conquered Christmas

The IPA Effectiveness Award-winning 'Secret Santa' campaign by VCCP has shifted hundreds of thousands of bars of chocolates while growing the brand's consumer reach

Cheers to Change: Why Non-Alcoholic Drinks Brands Are Here to Stay

With a growing consumer base that wants to socialise without getting drunk, major drinks makers have been expanding their brand portfolios to capitalise

The future of strategy is at the top of the mast

Strategists must leave the quarters and climb the mast to navigate and steer growth opportunities, argues TBWA\London's strategy director

Why Advertising Must Become More 'Open Source' To Combat Effectiveness Decline

Catherine Kehoe, chief customer officer for Nationwide Building Society and chair of the jury for this year’s IPA Effectiveness Awards, gives a battle cry for change

Why brands should give a F*ck about trends

Trend jacking might seem like a good idea for brands to draw some quick and cheap attention from young people, but it might not always be a wise one

How Ruby Wax’s Frazzled Inspires New Conversations About Mental Health

With help from Revolt, the charity has re-launched with a fresh campaign and look to make these discussions more relatable and accessible to all

Five Things We Learned… About The Growth of Guinness

Alongside AMV BBDO, the brand won The President’s Prize for Next Generation Brand Building at The IPA Effectiveness Awards

Mark Hodge: The Marketer Masterminding McCain's Brand Building

The VP of marketing at McCain Foods makes the case for the power of long-term brand building

Five Things We Learned About… McCain and adam&eveDDB’s Emotional Brand Building Success

The brand strategy proved to be the big winner of the Grand Prix at the IPA Effectiveness Awards

Why McCain and adam&eveDDB Stormed The Effectiveness Awards

Building price inelasticity and driving sales underpinned the McCain/a&eDDB success story at the IPA Effectiveness Awards

The humans making sure 'the most human brands win'

Five months after Laurent Simon joined BMB as chief creative officer, he and chief executive Jason Cobbold talk about their vision for the agency

What Impact Is The Negativity Surrounding The Forthcoming Budget Having on Advertising?

On The Agenda

TikTok, muddy hands and smoking areas: FCB Strategist's intellectual stimuli

Senior strategist Anna Green reveals her surprising sources of planning inspiration

Deconstructing Effectiveness (And How To Achieve It)

The chief strategists at adam&eveDDB know about building brands. Here they debate the levers for effectiveness

Could Kamala Harris Cull The Zombie Leader?

Jamie Elliott, chief executive of The Gate, negotiates the wasteland of old-school business leadership, viewing the US election as an example of what could come

The marketer making burgers brilliant: Katie Evans, Burger King CMO

BBH has hit the right note in helping the brand rise in the UK once more

Behind The British Cereal Brand Targeting Marketers On LinkedIn

Surreal's co-founder and marketing lead Kit Gammell explains why it aims to catch the eye of advertising professionals

From Page-Turners to Treadmills: Matt Holt’s Essential Brain Fuel

Digitas' chief strategy officer reveals how his favourite books, invigorating runs, and coastal escapes provide the mental fuel for his strategic insights

Unlocking Gen Z: The Surprising Shift in Advertising Trust

Younger generations now trust ads more than their elders - how have brands achieved this and in what ways can they leverage this trend further?

"Client partnerships need to go beyond the brief" - Patou Nuytemans

Described as a firebrand by her colleagues, we look at what makes the Ogilvy EMEA CEO a brilliant account person

"Humans are humans wherever they are" - Darren Bailes

VCCP's global CCO on working on the global stage

Time to Shift Car Ads out of Neutral: Has Automotive advertising lost its spark?

How best to defy category conventions in car advertising, according to TMW's senior planner

Welcome To Branded Content 3.0

Changing viewing patterns and new platforms and technology have led to an evolution in ad-funded content

From Loyalty Cards to Creative Gold: Saatchi's Data-Driven Odyssey

As Saatchi & Saatchi’s new chief data officer, Ruth Bates will harness insights to supercharge creativity and inspire exceptional work

Poolsuite, CEP Jenni, and Barber Chats: Tim Whirledge’s Mental Fuel

Dentsu Creative's strategy partner shares the unexpected influences that drive his strategic thinking

I want to have what the Giffgaff woman's on

Pablo's debut Giffgaff campaign is as funny as you can get

Work Hard and Have Fun: How Tony Cunningham's teachings inspired this Creative

Cameron Sutherland, a creative at Grey London shares his creative inspirations

Generative AI: The Revolution Is in the Impact

Huge CEO Lisa De Bonis outlines the competitive advantage offered by intelligent experiences using AI

How Zurich's CCO Is Ensuring it Meets Customer Expectations And Remains Human

The insurance giant’s group chief customer officer Conny Kalcher explains how emotion, empathy and optimism have transformed the 150-year-old brand

Art, Ethics And Serenity: Pim Lai’s creative inspirations

BMB’s creative director shares her greatest influences, from Daniel Keyes’ literary ingenuity to the beauty of Thailand’s Cheow Lan Lake

Why Events Are a Booming Business Again

This year, in-person events have become the most in-demand tool for marketers, even with the rise of AI. So what's going on?

The power of the agency brand

In the week that NCA sells to Ogilvy, it's clear that agencies need to invest in their own brands to attract clients and talent

Summer 2024: How Brands Navigated Euros, Olympics and Viral Trends

As summer comes to an end, we explore how brands have used major events and viral trends to boost engagement and authenticity

Meet The Woman Who Made The Biggest Advertising Coup Of The Year

Ogilvy global CEO Devika Bulchandani on buying into the "hunger and hustle" of NCA and why it was time for Ogilvy to "disrupt itself"

Five Reasons Why.... John Lewis Reinstated 'Never Knowingly Undersold'

The accompanying campaign promoting the return of the near-100-year-old price promise comes via Saatchi & Saatchi

The Ugly Truth Behind Attack Ads

Political attack ads do favours to no-one (and they also don't work), argues the BMB chief executive

From St Luke's To Hollywood To Trump And Back: Producer Andrew Hill Tells All

Two decades after leaving St Luke's for Hollywood (and working with Kanye West, Brad Pitt and The Hoff), what's lured back one of the agency's original co-founders?

Marketing's Marketing Challenge

Is the modern CMO still struggling to prove the value of marketing as a lever for businesses growth?

Finding Green Shoots Of Optimism For Marketers

On the face of things, the UK public might be feeling discontent - but where is it possible for the marketing industry to find optimism in the months ahead?

Poetry, street photography and being a nosy bugger: Chris Turner's intellectual inspirations

Pablo's planning director selects three sources that feed his strategic thinking

Back To Business: What Does The Rest of 2024 Have In Store For Marketers?

As summer comes to a close and autumn knocks at the door, we ask industry leaders about their expectations for the rest of the year; buckle up!

Meandering, book browsing and Scribbling: How McCann's Harjot Singh Keeps His Brain Fizzing

The strategy chief for McCann and McCann Worldgroup shares his intellectual inspirations

Alessandra Bellini On Advertising, Entertainment and Trust

The president of the Advertising Association explains how brands can best capitalise on growing public trust, tackling greenwashing and driving growth for inclusivity across society

The Gate's Winning Formula: How Merging Cultures Unlocked New Creative Potential

As they forge ahead with a unified vision and expanded team, The Gate’s commitment to innovative, impactful work is set to elevate its position in the industry

Smile! You're on candid camera

CCTV-style footage has been used in a variety of different ads. We take a look at some of the best ones

Five Reasons Why... Omnicom Is Uniting Its Creative Agencies

Bringing together major advertising networks such as TBWA, BBDO and DDB under one global leadership as the Omnicom Advertising Group makes sense - here's why

Internship Advice: How to Take Your First Steps to Working For a Creative Agency

If you are looking to enter the advertising industry then here is some advice from Sally Vincent, head of people for Grey London, and Mateo Teniente, junior planner, to consider

Spirit In Motion: The 2024 Paralympics Ads RoundUp

With the 17th Summer Paralympic Games set to commence today, here is how brands participated

Advergaming: How Brands Have Powered Up Through Video Games

Take a trip through time as we explore a variety of brand-led video games developed for the likes of Burger King, 7-Up, KFC, Lego, McDonald's and even the US Army

15 Great British McDonald’s Ads to Celebrate 50 Years

As McDonald's UK turns 50, dive into a nostalgic journey through decades of iconic ads and cherished memories

It's Not All Fireworks - How to mark a brand's anniversary

When a brand's significant birthday lands, what's the best way to mark it - and should they do it at all?