Alex Brownsell
Opinion
03 March 2021
•
The steady convergence of commerce and storytelling is driving the creation of a new advertising opportunity, writes Alex Brownsell.
Opinion
27 January 2021
•
Media owners will be on alert at news that Unilever is committed to re-directing investment to more ‘diverse suppliers’, writes WARC’s Alex Brownsell.
Opinion
10 January 2021
•
Despite strong evidence supporting the effectiveness of audio advertising, many brands appear unwilling to invest in the medium, writes Alex Brownsell.
Opinion
26 November 2020
•
Advertisers like Procter & Gamble and Visa have adapted their approach to sponsorship to meet post-pandemic consumer needs, writes WARC’s Alex Brownsell.
Opinion
29 October 2020
•
Retail media is rising up the agenda, with brands dedicating more spend to performance channels. Cara Pratt, SVP at Kroger Precision Marketing, talks to Alex Brownsell for WARC Marketer's Toolkit 2021 about how the grocer is using customer data to close the loop between ad investment and customer purchase.
Opinion
22 October 2020
•
Video consumption soared during lockdown, including a notable spike in viewing on connected TV devices. Erica Probst, YouTube’s Head of Sales for UK and Ireland, talks to Alex Brownsell for WARC's Marketer’s Toolkit 2021 about how the platform is targeting both brand and activation ad dollars in 2021 and beyond.
Opinion
20 October 2020
•
2020 will go down as the year in which TikTok tipped into the media mainstream. Trevor Johnson, the social video app’s Head of Marketing, Global Business Solutions, Europe, talks to Alex Brownsell for the WARC Marketer’s Toolkit 2021 about how brands should go about engaging – and selling to – its growing number of users.
Opinion
03 September 2020
•
It is easier than ever for brands to advertise to gamers, but marketers must be willing to understand this nuanced – and occasionally prickly – audience, writes Alex Brownsell.
Opinion
02 July 2020
•
The #StopHateForProfit protest may signal the start of a wider clean-up of the digital media ecosystem, and a greater brand intolerance for the darker corners of the web.
Opinion
30 June 2020
•
To bounce back from an unfortunate annus horribilis, brands and media owners must take a new, more localised approach to OOH advertising.
Opinion
02 April 2020
•
Publishers hope to emerge from the crisis by fortifying brand and user relationships – even if that means accepting short-term pain, writes Alex Brownsell.
Opinion
10 March 2020
•
The most-awarded campaigns of 2019 offer plenty of lessons for media owners, not least the importance of deeper partnerships with brand advertisers, writes Alex Brownsell.
Opinion
11 February 2020
•
In the first of a new series of reports exploring the opportunities and challenges facing media owners in local markets, WARC takes a closer look at goings-on Down Under.
Opinion
03 February 2020
•
Sponsorship is a vital channel for marketers, but for too long measurement has remained a mystery. This month's edition of Admap explains how brands can achieve sponsorship effectiveness.
Opinion
17 January 2020
•
Global’s newly-revealed plan for its audio and OOH businesses hints at a bigger change in the roles that brand-building and performance advertising will play in delivering marketing outcomes.
Opinion
12 December 2019
•
Industry excitement is growing around the transformative potential of addressable TV advertising. This may be a little premature, writes Alex Brownsell.
Opinion
02 December 2019
•
Marketers will be tuning in to find out if Amazon’s live English Premier League coverage heralds a new opportunity for data-driven brand-building, says Alex Brownsell .
Opinion
19 September 2019
•
Audience expectations around brand purpose are impacting the ways in which publishers work with advertisers, according to The Economist Group’s Mina Seetharaman.
Opinion
04 September 2019
•
David Buttle, the FT’s Global Marketing Director, Commercial, explains how brands and media owners can return marketing to a healthier balance between short- and long-term ad investment.
Opinion
02 September 2019
•
Video planning is changing, and this month's edition of Admap evaluates the landscape. WARC's Senior Editor - Media, Alex Brownsell, explains what strategists need to know about video in an ever more digital world.
Opinion
20 August 2019
•
CNN International Commercial’s Rob Bradley and James Hunt explain the broadcaster’s ambitions for its CNN Reach consultancy, and why its latest sales deck doesn’t even mention the word ‘advertising’.
Opinion
05 June 2019
•
Maybe it was the blistering sunshine soaking the smart boulevards of Warsaw city centre. Or perhaps it was the sense of positivity permeating the Polish capital, as the country celebrated 30 years since its leaders tore down the Iron Curtain and opened the door to democracy.
Opinion
30 May 2019
•
Video may have killed the radio star, but audio is fighting back. The medium is undergoing a technology-inspired renaissance, and is slowly becoming an ever-present texture in daily life.
