Mark Wagman

Opinion
18 November 2020 Writing for WARC’s Marketer’s Toolkit 2021, Mark Wagman, managing director at MediaLink, argues that brands will benefit from the death of the third-party cookie.
Opinion
30 October 2020 Digital fan experiences like the NFL’s ‘Watch Together’ synchronised livestream are reinventing the way in which consumers enjoy live sports content.
Opinion
29 September 2020 Video streaming services must do more to convert potential audiences into loyal customers, writes Kantar’s Mark Inskip.
Opinion
21 August 2020 Mark Hatwell looks at the way supermarket and financial services brands have made effective use of audio during the pandemic. 
28 July 2020 While joining the boycott seemed like the right and consumer-leasing thing to do, Kantar’s Mark Chamberlain warns of the perception of hypocrisy.
Opinion
14 July 2020 If something is not looked at, then it cannot be seen. However, if something is not listened to, it will still be heard, writes Mark Barber, Radiocentre’s planning director.
02 June 2020 The gap between situational change and reality creates tension. Brands that respond to these tensions stand the best chance of successfully navigating COVID-19 and the oncoming recession.
24 July 2019 Strategy teams' relationship to their clients can unlock disproportionate value, says iris' Mark Hadfield. Here are seven steps to think about.
Opinion
11 July 2019 This year’s Women’s World Cup broke records and news stories. While the numbers speak for themselves, the drama of player narratives was lacking, argues Dark Horses planner Mark Lloyd. Sharing new research, he looks at how to invest in the stars of the future.
Opinion
04 March 2019 This month, Admap puts the spotlight on Frequency. We asked Mark Evans, Marketing Director, Direct Line Group, for his views on this challenging topic. Fake News. Spam. Ad blockers. Post-truth. Cambridge Analytica. It’s fair to say we are facing an ongoing crisis of trust, and advertising is not far from the eye of the perfect storm.
Opinion
22 February 2019 Every year in Barcelona people gather for MWC, the world's definitive telecommunications trade show. The official theme this year is ‘Intelligent Connectivity’, in reference to the upcoming intersection of IoT, AI, 5G and hardware, which will transform the industry. Fjord's Mark Curtis looks at some of the trends to watch out for.
30 April 2018 Proportionate to adspend, Asia is not receiving the recognition it deserves across effectiveness awards, observes Mark Hadfield, of iris Worldwide. To remedy this, a renewed focus on long term impact is required from both clients and agencies.
Opinion
22 January 2018 Experience is the battleground for brands today, says Mark Sherwin of Accenture Interactive, with c onsumers and business buyers able to pick and choose more freely than ever. And industries are being disrupted constantly to give new choices.
Opinion
17 October 2017 If you’re a behavioural scientist in the tech industry, you’re in high demand, writes Mark Bell, Chief Experience Officer at Dare. Amazon has gone on a hiring spree, hoping to capture some of the latest thinking into human behaviour and the talent that goes with it – the question is why?
Opinion
09 July 2017 This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners. The report covers the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.
Opinion
10 May 2017 Mark Inskip, Global CEO, Kantar Futures, takes issue with those who reject the Chief Growth Officer title. He argues that placing growth above the discipline of marketing, in fact, shows how important the discipline really is.
15 February 2017 Planning in the creative space has a long history – and its one we should revisit. In 1964, Stephen King, dissatisfied with the workings of both the media and marketing departments within his agency, developed a new system of working which concentrated on combining consumer research and insights to create more effective, creative advertising.
11 January 2017 Far too often agencies are advising their clients to stand up for a clear bold positioning without listening to their own advice, argues Mark Hadfield from iris.