Alex Igelsböck
Opinion
03 March 2021
•
The steady convergence of commerce and storytelling is driving the creation of a new advertising opportunity, writes Alex Brownsell.
Opinion
27 January 2021
•
Media owners will be on alert at news that Unilever is committed to re-directing investment to more ‘diverse suppliers’, writes WARC’s Alex Brownsell.
Opinion
10 January 2021
•
Despite strong evidence supporting the effectiveness of audio advertising, many brands appear unwilling to invest in the medium, writes Alex Brownsell.
Opinion
26 November 2020
•
Advertisers like Procter & Gamble and Visa have adapted their approach to sponsorship to meet post-pandemic consumer needs, writes WARC’s Alex Brownsell.
Opinion
29 October 2020
•
Retail media is rising up the agenda, with brands dedicating more spend to performance channels. Cara Pratt, SVP at Kroger Precision Marketing, talks to Alex Brownsell for WARC Marketer's Toolkit 2021 about how the grocer is using customer data to close the loop between ad investment and customer purchase.
Opinion
22 October 2020
•
Video consumption soared during lockdown, including a notable spike in viewing on connected TV devices. Erica Probst, YouTube’s Head of Sales for UK and Ireland, talks to Alex Brownsell for WARC's Marketer’s Toolkit 2021 about how the platform is targeting both brand and activation ad dollars in 2021 and beyond.
Opinion
20 October 2020
•
2020 will go down as the year in which TikTok tipped into the media mainstream. Trevor Johnson, the social video app’s Head of Marketing, Global Business Solutions, Europe, talks to Alex Brownsell for the WARC Marketer’s Toolkit 2021 about how brands should go about engaging – and selling to – its growing number of users.
Opinion
14 October 2020
•
New research from Revolt highlights a gap between business rhetoric on brand purpose and the experiences of their customers.
Opinion
05 October 2020
•
Brands could increase ROI by taking a different approach to campaign flight schedules, according to new research by Entropy.
Opinion
03 September 2020
•
It is easier than ever for brands to advertise to gamers, but marketers must be willing to understand this nuanced – and occasionally prickly – audience, writes Alex Brownsell.
Opinion
02 July 2020
•
The #StopHateForProfit protest may signal the start of a wider clean-up of the digital media ecosystem, and a greater brand intolerance for the darker corners of the web.
Opinion
30 June 2020
•
To bounce back from an unfortunate annus horribilis, brands and media owners must take a new, more localised approach to OOH advertising.
Opinion
06 April 2020
•
The use of artificial intelligence in marketing is at a tipping point, suggests Alex Wilman. It’s important brands understand what consumers will and won’t tolerate.
Opinion
02 April 2020
•
Publishers hope to emerge from the crisis by fortifying brand and user relationships – even if that means accepting short-term pain, writes Alex Brownsell.
Opinion
13 March 2020
•
As sports competitions around the world are suspended, Alex Burmaster, co-founder of sports marketing platform caytoo, offers advice for how brands can salvage their investments in sponsorship programmes.
Opinion
10 March 2020
•
The most-awarded campaigns of 2019 offer plenty of lessons for media owners, not least the importance of deeper partnerships with brand advertisers, writes Alex Brownsell.
Opinion
21 February 2020
•
Knowing where an audience is and understanding its behaviour is key to planning a digital out-of-home campaign, writes Alex Wright, head of insights at Blis.
Opinion
11 February 2020
•
In the first of a new series of reports exploring the opportunities and challenges facing media owners in local markets, WARC takes a closer look at goings-on Down Under.
Opinion
03 February 2020
•
Sponsorship is a vital channel for marketers, but for too long measurement has remained a mystery. This month's edition of Admap explains how brands can achieve sponsorship effectiveness.
Opinion
29 January 2020
•
Do chief marketing officers still have a role in today’s business? Yes, says Adverity’s Alexander Igelsböck – but they need to adapt to changing circumstances.
Opinion
17 January 2020
•
Global’s newly-revealed plan for its audio and OOH businesses hints at a bigger change in the roles that brand-building and performance advertising will play in delivering marketing outcomes.
Opinion
12 December 2019
•
Industry excitement is growing around the transformative potential of addressable TV advertising. This may be a little premature, writes Alex Brownsell.
Opinion
02 December 2019
•
Marketers will be tuning in to find out if Amazon’s live English Premier League coverage heralds a new opportunity for data-driven brand-building, says Alex Brownsell .
Opinion
13 November 2019
•
As the dust settles on the 2019 Rugby World Cup, Alex Burmaster of sports marketing platform caytoo picks out his favourite sponsor activations which highlight sponsorship best practice.
Opinion
22 October 2019
•
Wavemaker’s Alex Steer queries why advertisers and agencies doubt social’s impact, selecting three winning cases from the 2019 WARC Awards which more than prove its ability to drive growth and profit.
