Digital Does Print
This curated collection of articles represents our best content on all things digital. While commerce and automation play big in this issue, culture, mobile, creative, VR, and more round out the curated offerings and deepen our commitment to our work and our people.
Mapping the Global Network Revolution
Parag Khanna, 2016
In Connectography, Parag Khanna guides us through the emerging global network civilization in which mega-cities compete over connectivity and borders are increasingly irrelevant.
The Advantages and Challenges of Horizontality
Bookmark Content, 20 Feb 2018
WPP agencies are going flat out in order to provide clients with better service. Over the past few years, one of WPP’s key strategic aims has been to drive ‘horizontality’ among its agencies. This agency buzzword fundamentally means providing a client with a breadth of different yet complementary ma...
Also in Marketing
Think of any major global brand. You’ve seen their commercials. Commercials, that brands have spent millions of dollars to produce and distribute around the world. Do you remember the one you saw a year or so ago? Maybe. Can you remember specific product details from it? Probably not.
Gain Theory, 2016
Senior marketers and key industry bodies led by the Institute of Practitioners in Advertising (IPA) recently gathered to rally around the topic of marketing effectiveness at the inaugural Effectiveness Week Genesis Conference in London.
Added Value, 2016
In some parts of society it looks like we’ve reached peak stuff. But we’re not spending any less money; if anything we’re spending more just spending it differently. Rather than buying things, we’re buying into things. The desire for status hasn’t gone away and we still seek social currency but we now seek it through experiences, stories, and moments we can share.
How should we allocate and optimize our marketing spend across all products and channels? How can we forecast how a budget change will impact our sales in one year? Five years? Ten years? The data shows us that awareness behind our product is increasing – why is this not translating to sales?
Fast-moving digital technology has driven almost continuous change in attitudes, behaviour and habits, and this has been hugely disruptive for marketing. However the technologies that set the parameters for connected consumer behaviour are no longer new.
In marketing, it can be hard to distinguish between a fad du jour and a real, game-changing shift. To help you cut through the clutter, the top minds at Landor have identified five major trends that will shape the industry for years to come.