The organization has released the results of its annual WARC Creative 100 ranking of the most creative agencies, networks and campaigns in the world.
Likening the current period to past times of crisis and recession that spawned innovation, Dentsu said brands have an opportunity to grow sales by adapting to technologies and ways of working.
The report predicts transformation will "accelerate," marketers will "rethink" dependence on distant markets and "shift" ad budgets because of it.
Smaller ad categories continue to fuel the expansion, while two of the biggest -- auto and CPG -- experienced double-digit declines.
Firms that focus on the technology industry were especially optimistic about growth.
While more attention leads to increased recall, shorter ads were more attention-efficient and did more work in a shorter period of time. Dentsu's "Attention Economy" research program is focused on
measuring the true value of attention across channels, platforms, and formats, to reroute the way the ad industry judges an ad's real success.
It wasn't a good day for companies that rely on ad revenue. The technology industry lost billions this morning -- especially those focused more heavily on advertising.
Kroger Precision Marketing on Wednesday announced the launch of a private programmatic ad marketplace that enables agencies and brands to reach consumers through Kroger's audience data and preferred
Ad agencies are far more uncertain than advertisers: 37% vs. 23% of advertisers.
Shifts include a transformed hotel business, as many have begun to focus on subscriptions versus nightly rates.
In what appears to be an industry first, WPP is teaming with Snap to create an "AR Lab" to research and develop augmented-reality applications that create a more immersive experience for consumers,
and better results for advertisers.
The findings vary by generation, but overall show marked drops in the adults planning most changes, with the exception of moving long distances.
Can we, in good conscience, continue to recommend platforms that directly and negatively impact the mental health of our youth? Platforms should be responsible for helping users feel better about
themselves, but recent studies clearly show that is not the case.
Only 4% of CEOs surveyed say the CMO is the most trusted member of the leadership team.
While advertisers and agencies agree the process is broken, that's where they split and the finger-pointing begins.
While only 5% of local advertisers believe they have become "over-reliant" on digital, three times as many local agency execs believe their clients have.
Organized by the frequency of accessing their Marketing APIs and size of bandwidth needed to run applications and reports, Facebook, Google, Instagram, Salesforce, Snapchat, TikTok and Twitter are
among the most utilized by advertisers and agencies, and Pinterest, not so much. This unusual view, compiled by "Research Intelligencer" from marketing technology development ops provider Rivery's
just-released "Marketing API Benchmark" report for 2021, is a unique way of visualizing the resources the major digital marketing and technology platforms require of Madison Avenue.
Evidence is mounting that the global ad economy -- at least in the Western World -- is shifting from recovery to expansion, and maybe even a boom. New data shows the major English-speaking markets
expanded 25% in the first half and 52% in Q2.
A study of local ad agencies across the country by Borrell Associates found that 17% are now using TikTok -- "more than double" what Borrell found in its survey six months ago.
The number of traditional media services agencies sponsored by local media companies in the U.S. is beginning to flatten, while the universe of independent digital shops is actually poised to expand
dramatically over the next few years, according to recently released estimates from Borrell Associates.
Transportation and tourism, one of the categories most severely disrupted in 2020 by the COVID-19 pandemic, is showing the greatest recovery in 2021 and 2022, according to key category growth
estimates published by WARC as part of its global ad forecast revisions. Like most of Madison Avenue's big agency forecasting units, and a variety of other independent consultants, WARC predicts
strong aggregate growth for the ad industry's recovery, with worldwide ad spending projected to expand 17.8% in 2021.
WARC interviewed both jurors and Creative Effectiveness Lions winners and analyzed the metadata from all entries and found four themes that led to commercial success.
Multiple societal crises -- especially the COVID-19 pandemic -- have raised the bar for brand marketers, with a majority of American consumers now expecting them to allocate funds and resources back
to the communities they serve. That's one of the top-line findings from a new report from Horizon Media identifying a half dozen fundamental shifts in consumer mindsets related to brands. The report,
"Rebuilding The Future," combines an array of proprietary Horizon consumer tracking studies, with data from third-party authorities, to make the case that the relationships of American consumers and
brands have been fundamentally changed.
The word "agency" is the most seminal term on Madison Avenue, but now one of the industry's biggest predicts the future will be all about "free agency."
With a growth rate of 9% in 2020 -- a tough year for the ad business overall -- Dentsu X grew 50% faster than its next fastest-rising agency, GroupM's Essence (+6).
Cinema advertising -- the hardest hit during the 2020 COVID-19 ad recession, plummeting 72% from 2019 -- will be the fastest-growing this year, according to just-released updated figures from Publicis
Media's Zenith forecasting unit. With a projected 116% expansion in 2021, Zenith now projects cinema advertising will more than make up for its 2020 loses, and will now post incremental gains over
Only 14% of ad execs believe the industry's standard for handling media payment risk -- so-called "sequential liability" -- is the way to handle responsibility for media when a client defaults or
The ARF Monday unveiled its first commercial research product, an annual syndicated study benchmarking how Americans share digital devices and accounts, and it is considering launching others as long
as the new products do not compete with the ones its members market to advertisers, agencies and media suppliers.
This week's Lions festival demonstrates brands are taking on -- and in many cases solving -- problems that governments, NGOs and other institutions cannot.
The Human Intelligence Team, led by Steve Grant, will use insights about why people make the decisions they do to create new models and tools to help clients grow their businesses.