Articles
A selection of articles on topical marketing issues by marketing professionals across WPP.
Avoiding the Three Deadly Sins
Tom Kinnaird & Hal Movius, 2008
To contribute greater value, CPOs need to develop and promote a more sophisticated approach to negotiation that considers all parties’ interests
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
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
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