David Sitton
Opinion
17 December 2020
•
Year-end planning should include performance measurement. David Sitton, Consultant at The Observatory International, explains why it matters.
Opinion
26 November 2020
•
The DTC wave is still swelling in the Asia Pacific region but it will soon be a crowded marketplace, and marketers looking at DTC for growth must move fast and embrace new ways of monetising insights from media data to win.
Opinion
13 November 2020
•
WARC’s annual Marketer’s Toolkit looking at the year ahead is being released this week. Head of Content David Tiltman looks back at a tumultuous 2020.
Opinion
10 November 2020
•
It is now generally in vogue to agree that much of the polling in the US general election was ‘wrong’, but Conquest’s David Penn asks what we mean by wrong: the results or our ability to understand them?
Opinion
09 November 2020
•
In 2019, Simon Peel made headlines when he gave an in-depth account of his brand’s attempts to make its media investment more effective. Here, the Senior Director – Global Media at adidas speaks to WARC’s David Tiltman for the Marketer’s Toolkit 2021 about what’s changed during the pandemic, and how media strategy will evolve in 2021.
Opinion
28 September 2020
•
Nearly a decade ago, in a conference ballroom in Beijing, I first heard Professor Byron Sharp present the thinking from his breakthrough book, How Brands Grow.
Opinion
20 July 2020
•
David Penn dives into the role of emotion in building and sustaining brands in a world that believes itself all too rational.
Opinion
24 June 2020
•
COVID-19 is forcing brands across categories to shift faster into e-commerce. What does this long-term change in distribution mean for the effective investment of marketing budget? David Tiltman, VP Content at WARC, explains.
Opinion
19 June 2020
•
Marketers strive to make effective work – but there’s a difficult question that we don’t always ask: what do we mean by effectiveness?
Opinion
15 June 2020
•
Hubspot's David Fallarme outlines how brands can and have leveraged email marketing to engage with consumers actively seeking information, pointing out that not every email has to start with “we know this is a trying time".
Opinion
11 June 2020
•
WARC’s head of content David Tiltman looks back on the first year of the WARC Prize for Asia Strategy and the prescience of the thinking behind the first Grand Prix winning campaign.
Opinion
03 May 2020
•
The S4 Capital boss talks to WARC’s Head of Content about the impact of COVID-19 on the advertising industry and the possible outline of recovery.
Opinion
21 April 2020
•
As part of WARC's special series on Marketing in the COVID-19 crisis, David Tiltman, VP Content at WARC, interviews Remona Duquesne, Managing Partner, Southeast Asia at the brandgym, to discuss how marketers can prepare for the months ahead and in particular how to start thinking across portfolio of brands.
Opinion
14 April 2020
•
As part of WARC's special series on Marketing in the COVID-19 crisis, David Tiltman, VP Content at WARC, interviews David Carr, Director, Marketing Strategy & Analysis at Publicis Sapient to discuss the implications of the current situation for e-commerce and direct to consumer.
Opinion
07 April 2020
•
As part of WARC's special series on Marketing in the COVID-19 crisis, David Tiltman, VP Content at WARC, interviews Oliver Feldwick, Global Head of Innovation, The&Partnership, to discuss how brands can respond to the threat of recession and start to prepare for post-COVID-19 times.
Opinion
10 March 2020
•
This week we’re launching a new monthly report – here’s what you need to know.
Opinion
24 February 2020
•
Next week sees the launch of the first of this year’s WARC Rankings. Head of Content David Tiltman explains how the new Advisory Board has shaped their development.
Opinion
21 November 2019
•
In late 2018, we wrote about what would happen in the next twelve months. WARC’s Head of Content, David Tiltman, looks at how we did ahead of our predictions for 2020.
Opinion
13 November 2019
•
New thinking seems to challenge the ‘classic’ marketing view of emotion. David Penn reviews the evidence and suggests a way forward – as well as explaining why Tahitians are never “sad”.
Opinion
22 October 2019
•
As the discipline of planning grows up, practitioners are evolving into two different styles. WARC’s David Tiltman was at the APG Awards to hear about the future of planning.
Opinion
03 October 2019
•
It appears that brand building is back, after years of digitally-enabled performance work drawing the lion’s share of the budget. WARC’s David Tiltman considers the evidence.
Opinion
28 August 2019
•
The 2019 Future of Strategy report is out now. Here, WARC's VP Content, David Tiltman, pulls out three key ideas.
Opinion
23 August 2019
•
Behavioural economics is seeing something of a vogue, but how useful is the discipline in the long term? David Penn questions the effectiveness of the decision-shapers.
Opinion
02 August 2019
•
Last week saw the very sad news that Judie Lannon, one of the pioneers of account planning, has passed away. WARC’s David Tiltman looks at why her thinking is as relevant today as it ever was.
Opinion
18 July 2019
•
Creative Data Judge and Chief Data Officer at Wavemaker David Fletcher explores the themes that arose from the Cannes Creative Data Lions 2019.
