Brand character
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Article • WARC Best Practice, August 2019
Case Study • MRS Awards, Winner, MRS Award for Media Research, 2019
Case Study • Sam Turley, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019
Case Study • Benjamin Condit, Chaojie Miao, Jerry Perez, Sienna Zhang, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019
Case Study • MMA Smarties, Gold, X (Global), 2019
Case Study • MMA Smarties, Silver, X (Global), 2019
Case Study • Entrant, X (Global), 2019, MMA Smarties
Case Study • MMA Smarties, Silver, X (Global), 2019
Case Study • MMA Smarties, Silver, X (Global), 2019
Case Study • MMA Smarties, Silver, X (Global), 2019
Case Study • Account Planning Group - (UK), Gold, 2019
Case Study • Account Planning Group - (UK), Silver, 2019
Case Study • Account Planning Group - (UK), Entrant, 2019
Case Study • Account Planning Group - (UK), Bronze, 2019
Case Study • Account Planning Group - (UK), Entrant, 2019
Case Study • Account Planning Group - (UK), Entrant, 2019
Case Study • Account Planning Group - (UK), Entrant, 2019
Case Study • Jay Chiat Strategic Excellence Awards, Honor, National Strategy, 2019
Case Study • SABRE Awards, Asia-Pacific, Marketing to Youth, Gold, 2019
Case Study • SABRE Awards, Asia-Pacific, IN2, Winner, 2019
Case Study • SABRE Awards, Asia-Pacific, Consumer Health, Gold, 2019
Case Study • SABRE Awards, Asia-Pacific, Publicity Stunt, Gold, 2019
Case Study • SABRE Awards, Asia-Pacific, Product Media Relations (trade media), Gold, 2019
Case Study • SABRE Awards, Asia-Pacific, IN2, Winner, 2019
Case Study • SABRE Awards, Asia-Pacific, Digital Campaign, Gold, 2019
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Article • Orlando Wood
A new study argues that a shift in industry attentional style is leading not just to brand short-termism but to a ‘flattening’ and abstraction of the work itself, which threatens effectiveness. -
Article • 05 August 2019
Provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user. -
Article • Liane Koh
Advises on how a brand can optimise its brand identity by being consistent yet dynamic. -
Article • Orlando Wood
Orlando Wood, chief innovation officer at System 1 Group, shares how brands can predict the market share growth associated with advertising over the long-term. -
Article • Brian Carruthers
System 1, the research agency, has been looking for the missing link – the Higgs Boson particle – between creative output and effectiveness: this is what it found. -
Article • Sarah Carter
John Webster, a creative at ad agency BMP with a high regard for planning, created some of the most iconic and popular ads of the last 40 years.