Category Archives: WPP Reading Room

By Mindshare (2012). Google are rolling out a change to the way their algorithm reacts to Exact and Phrase match types in organic search.

By Mindshare (2012). Google Locations is a new feature which brings a new dimension to the way you target campaigns within Adwords.

By Mindshare (2012). Although hashtags are still mostly associated with Twitter, their use has become a lot more widespread, especially with natural hashtag integration in such sites and mobile apps as Tumblr, Instagram and Pinterest.

By Mindshare (2012). Sequential messaging creates an opportunity to target high quality leads and transform initial user engagement into a transaction.

By OgilvyEntertainment (2012). Advertising has never been more fun. The entertainment industry is booming, and brands are getting in on the action, investing an increasing share of marketing dollars into branded entertainment (“BE”) programs.

By TNS (2012). A place on a consumer’s mobile phone is becoming a powerful opportunity for marketers to influence behaviour, build loyalty and drive purchase.

By The Futures Company (2012). How consumers’ attitudes to wellness are changing

By The Futures Company (2012). Five possible scenarios for how the Eurozone crisis will pan out, examined by The Futures Company.

By The Futures Company (2012). This Futures Perspective asks what are the future sources of growth in a global economy weighed down by a squeezed middle class in the developed West.

By Y&R Brazil (2012). Walter Longo, head of strategy and innovation, pinpoints myths and mistakes in Man’s attempts to overcome global warming.

By Penn Schoen Berland (2012). How foreign owned entities can acquire U.S.-based assets in harmony with domestic public opinion.

By Digit (2012). Gain points for your brand by making consumer interactions more exciting through Gamification.

By Kantar Media (2012). As the tablet technology has revolutionized consumer behavior, it has generated significant interest among media owners as a new platform for distributing content to audiences.

By Wing (2012). The only way clients can be effective is for them to have a total market communications plan, and an agency (or agencies) who can work collaboratively.

By Mindshare (2012). Baidu, China’s top digital player’s foray into global markets will determine the path for the rest.

By Mindshare (2012). In February 2012, unknown bench-warmer of the New York Knicks basketball team – Harvard graduate Jeremy Lin propelled into the upper echelons of auspicious notoriety.

By Mindshare (2012). Facebook has made its biggest purchase to date, buying the increasingly popular mobile photo-sharing app Instagram for $1 billion in cash and stock.

By Hogarth Worldwide (2012). Innovative technology from WPP’s ad implementation agency, Hogarth Worldwide, is set to revolutionise the way in which marketing assets are handled.

By Millward Brown (2012). Voiceovers are commonly used in ads across the world, and they seem to aid the communication of factual messages. However, voiceovers are less commonly associated with distinctive ads, and continuous voiceovers can result in lower engagement.

By Hill+Knowlton Strategies (2012). The past year’s rise in global citizen action, influence and democratisation of information, fuelled by the growth of social networks, has had a profound impact on how marketers must treat their brand.

By JWT (2012). Launched in Apple’s App Store in October 2010, Instagram is a photo sharing application famous for its easy to apply filters that magically improve the pictures we share with friends and followers.

By Hill + Knowlton Strategies (2012). Voiceovers are commonly used in ads across the world, and they seem to aid the communication of factual messages. However, voiceovers are less commonly associated with distinctive ads, and continuous voiceovers can result in … Continue reading →

By JWT (2012). If one thing’s clear, mobile will disrupt it all, and earlier than we could have expected.

By Mindshare (2012). Everyone is talking about Pinterest right now and with its growing user base, brands are wondering if this is the next social platform for which they need to start preparing a strategy.

By Mindshare (2012). Everyone remembers the story of the boy who cried wolf. In the digital world our equivalent is mobile.

By MEC (2012). The big question people have is “what’s the buzz at SXSW?” And, as a SXSW newbie, the big question I had coming down to Austin is “what makes SXSW different than every other conference?”

By Mindshare (2012). Three years after its introduction the iPad still reigns supreme in the eyes of the consumer and media alike. No other tablet has yet to make a real dent into this arena when it comes to desirability … Continue reading →

By MEC (2012). Mobile World Congress is the mobile industry event of the year. It brings together all sections of the mobile value chain, from all corners of the globe.

By Millward Brown (2012). Broadly speaking, the response generated by a TV ad doesn’t change much over time. True “wearout” of a TV ad is rare, and many TV ads could have a longer useful life than advertisers realize.

By Burson-Marsteller (2012). The last few months have seen a new social networking phenomenon rattling at the doors of the house of Facebook.

By Jon Steel (2012). The theme of this conference, like that of many conferences I have attended over the years, is how things have changed. How they are changing faster than ever, and how we, as retailers and marketers, must … Continue reading →

By Millward Brown (2012). An opportunity to define some of the specific challenges currently facing Chinese brands.

By Burson-Marstellar (2012). Future leaders should embrace technology and shed the fat cat mentality.

By MEC (2012). Welcome to our second Review Preview, which attempts to pull together the most significant trends of 2011 and predict what 2012 may have in store.

By Mindshare (2012). The consumer desire for connectivity on the move presents marketers with a huge opportunity for location specific communications.

By Mindshare (2012). What follows is an analysis of the Future of Television, which we’ve prepared for advertisers and media owners, which we gleaned from a mixture of qual and quant research.