The Best Brands: Different in a Way People Care About
Allen P. Adamson, 2006
Brand ideas must be be relevant to people's needs; difference for the sake of being different won’t get you anywhere, writes Landor's Allen P. Adamson

Who's Afraid of the Big Bad DVR?
Nigel Hollis, 2006
Increased consumer control over TV viewing has significant implications for both media planning and creative execution. Millward Brown's Nigel Hollis discusses how TV advertising will need to adjust

2008: Why China is the Prize
Tom Doctoroff, 2005
The Beijing Olympics promises a unique opportunity for marketers to target China's burgeoning consumer class, writes JWT's Tom Doctoroff. From WPP's global WIRE newspaper

Trade on Price at Your Peril
Peter Walshe & Lynne Deason, 2005
Millward Brown analysis using WPP's BrandZ tool reveals that price-led brands are less attractive, command less loyalty and are less likely to grow

The Future of Technology and its Impact on Our Lives
Kunal Sinha, 2005
Exploration of technology uptake in the near future and the meaning for technology brands. By double WPP Atticus Award winner and Ogilvy planner Kunal Sinha

Obesity: what kids want
Heather Thompson, 2005
Article by WPP youth agency Geppetto summarising research that helps marketers see the kids' health issue through a kid's eyes. From WPP's global WIRE newspaper

Why is Good Insight Like a Refrigerator?
Jeremy Bullmore, 2004
Jeremy Bullmore on the value of 'high potency' insights in marketing planning and research. From WPP's Annual Report 2004

Fat is a strategic issue
Rachel Geller, Andrew Curry, Rachel Kelnar, 2004
Article assesses the impact of rising levels of obesity on the maketing of food products and argues that the mass markets for food and drink will come under pressure

Posh Spice & Persil
Jeremy Bullmore, 2001
Every corporate action and decision influences people's perceptions of brands, argues Jeremy Bullmore. Originally delivered as a lecture to the British Brands Group. Reproduced with permission