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Editor's Picks
 Long range forecastThe Future of MarketingThe Marketing Society, 2010
Martin Sorrell is among 50 CEOs – among them the leaders of many of WPP’s biggest clients – who were asked to contribute to this fascinating compilation of views on where marketing is headed. Amidst the many issues surrounding marketing, from technology to ethical consumerism, they are agreed on one thing: the role of the marketer is not about to disappear.   Numbers gameMath MarketingDmitri Maex, Ogilvy, 2009
Measurability and accountability are two of the buzzwords in marketing today, thanks to the reams of data generated by digital campaigns. Yet to many, anything to do with analytics is a mysterious and somewhat intimidating domain. This paper recounts the history of ‘math marketing’ in which digital forms the fourth era of evolution, and then proceeds to consider the challenge for marketers and agencies who want to build their capabilities in this area. It’s a must-read for anyone who wants to get their head around the subject. |
Also in MarketingSee all
- Ogilvy, 2010
Speech by Miles Young at the Inaugural Oxford Global Islamic Branding and Marketing Forum.
- Millward Brown, 2010
The merits of neuroscience-based techniques continue to spark debate. New papers and articles persist in asserting that scientists' increased understanding of the brain will change marketing and the way we measure its results.
- OgilvyEarth , 2010
Greenwash, it seems, has reached epidemic proportions.
- MEC, 2010
Seven new approaches that will help enhance the presence of brands, increase the level of Active Engagement with customers and generate more effective results.
- JWT, 2009
Everything is getting smaller, from homes to cars to technology to packaged goods. This trend is being fueled by a recession that’s forcing people to live with less but is also an outgrowth of the environmental movement.
- Ogilvy, 2009
Techniques drawing on mathematics and analytics are having an increasing impact in the marketing space, as companies look to improve the accountability of their marketing effort and to generate powerful insights from consumer data. This paper surveys the landscape and offers some tips on putting Math Marketing into action.
- JWT, 2009
First in a series of articles on rural markets by Ratan Malli, strategic planning director, Northeast Asia, JWT.
- Jeremy Bullmore, 1997-2009
Jeremy Bullmore’s essays for the WPP Annual Report have become an eagerly-awaited and much-referenced source of insight into the practice of marketing.
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