WPP Atticus Awards

Honouring original communications thinking in WPP companies

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Article

Analyses the two trends that are fundamentally changing the role of brands in the lives of consumers: rise of nativism and domination by platforms, and provides insights to help brands grow.

Article

Chatbots offer a new customer interaction model, which will prove incredibly lucrative for those who can crack it in a vertical that delivers true value to the user's life.

Article

AI is set to radically transform the advertising industry the world over, and with the right approach to data, technology and human resources, brands can position themselves to meet the challenges and opportunities ahead.

Article

Search data can give brands key insights that will help them to better match the interests of target consumers in the US.

Article

Presents five principles that draw on both ancient and new leadership approaches to take a more integrative view of leadership practices.

Article

Several factors have led the 'connected' generation of Saudi Arabia to develop a new business model: services, ready-made and made-to-order goods are being promoted, sold and delivered by private individuals almost entirely using Instagram and WhatsApp.

Article

Creative agencies in Latin America continue to work like they did fifty years ago but baby-boomer organizations that remain untouched in their basics will have to evolve.

Article

Explores the profound consequences of changes in the car industry, including automation, mobility on demand (Uber/Lyft) and electric.

Article

Established go-to-market strategies face growing challenges in 2018, ranging from digitally engaged shoppers to discounters, from Amazon to Aldi.

Article

A high percentage of internet commentary, in particular on Twitter, is being generated not by human beings but by bots – software designed to automatically respond to human opinion – which have changed the political landscape, and created a new phase in communications and community.

Article

Kantar Worldpanel, an international company dealing in consumer knowledge and insights, highlights what drives category growth, with surprising results in the respect that so few innovations attract new category buyers.

Article

Surveys are good at answering all types of business issues and have done so successfully for decades, but the role of surveys in the modern data ecosystem is evolving thanks to technology.

Article

To successfully navigate these new ecosystems in the path to purchase, brands in China need to update their communications planning approach to capture the whole customer journey.

Research Paper

Kantar IMRB, a market research, survey and business consultancy, details its research findings, which show how rural India is growing in its appeal as a new destination for urban people.

Article

The push for quick returns, with pressure from both investors and company management, is jeopardising brands' ability to deliver long-term growth – but forward-thinking organisations could solve this self-defeating cycle, writes Gareth Price, senior planner at J. Walter Thompson London.

Article

Language is key to exploring how communication professionals can help keep brands – and ourselves – valuable in the boardroom by becoming adept bilinguals and rewiring our thinking using another language: the C-suite's.

Article

MediaCom, a media agency network, explain how China is still the market with the greatest overall revenue potential for MNCs, if they make the right investment decisions, have the right expansion strategy and connect with the right consumers.

Article

A best practice model for branded content planning and evaluation helps focus on the wealth of insight that can be derived from publicly available metrics that are and simple to harness.

Article

Assessing the impact of the changing landscape within categories on ad agencies and what they can do to retain relevance.

Research Paper

Click-through rates have been the subject of spectacularly short-sighted strategies, which is hindering client trust in agencies.

Research Paper

Details how, in a world of slowing growth, companies will no longer be lifted by a rising tide of prosperity, they have to find their own routes to growth in a difficult environment.

Article

Business leaders can benefit from understanding the drivers of electoral volatility and learning lessons from groups that have successfully motivated the public in a time of instability.

Article

Explains how digitally connected packaging presents a challenge and an incredible opportunity for companies looking to integrate further into consumers’ lives.

Research Paper

Findings from the fourth edition of the Kantar Worldpanel e-commerce report, an international company dealing in consumer knowledge and insights, confirm that online grocery remains the hottest topic in FMCG retail.

Article

Argues that campaign statistics in the UK should be investigated with the aim to improve them, rather than simply aiming for them.