The keynote speech of Sir Martin Sorrell, WPP Group chief executive, to the 2009 ad:tech New York conference is the focus of this report from Warc's news editor, Stephen Whiteside. Sorrell describes h ...

Many brands invest in sport properties to benefit from the visibility they offer, but ignore their emotional content. However, the Australian football A-League and Adidas in France have tapped into fa ...

Understanding the neuroscience behind advertising’s long-term memory effects is critical to learning how brands are constructed in the mind. Research by Ameritest and brainwave measurement firm Sands ...

Brands make big promises, but if the delivered experience falls short of the promised one, customers will be not only be dissatisfied, but may become brand detractors, sharing their negative experienc ...

As buzz around social network Twitter has grown, many retail and e-commerce brands have begun to reap the rewards of using it as a marketing, customer-retention and customer-marketing tool. There are ...

Customer segmentation can be costly and time consuming, but it provides valuable information as long as there is a consistent focus on the business’s needs. The key stages of customer segmentation are ...

Assumptions that have long been made in retail marketing strategies about the psychology of consumer buying behaviour have been shown to be flawed. Instead, five truths about retail buying decisions h ...

Advertisers are missing opportunities because busy consumers often see an ad online that they cannot follow up or respond to at the time. Later, they have forgotten where they saw it. In research, peo ...

Marketers often rush into new media campaigns without sufficient planning, while clients mistakenly believe that online campaigns are ‘free’. The ten key mistakes that lead to new media campaign failu ...

The growing pressure on marketers to deliver rapid return on investment is forcing the research industry to question its techniques. Clients have depended on long surveys in the past for fear of ‘miss ...

Advertising can work fast – and the best way to achieve this can be to focus on generating an emotional response. Philips’ electric shavers, perceived as the choice of middle aged men, were losing sha ...

Hovis is Britain’s most famous bread brand, but in 2008 it was losing share and perceptions of it as healthy and natural had waned. Ad agency MCBD opted to capitalise on the legacy of the famed 1970s ...

Blue-chip FMCG companies, such as Unilever, P&G and Cadbury, can improve their relationship with the City by changing their reporting on marketing budgets from half-yearly to quarterly, or by issuing ...

Dental hygiene brand Oral B wanted to persuade 47 million west Europeans to switch to a power toothbrush. Agency Publicis was tasked to shift perceptions from ‘unnecessary, expensive gadget’ to ‘essen ...

Market turbulence and consumers’ ever-changing needs are forcing marketers to ‘speed up’. Consumers are focused on reducing personal debt, rather than buying new goods. Accountants are in charge of th ...

In his regular column, Paul Feldwick considers what the best ways are to test the effectiveness of brand activity in created, earned and owned media.

As viewers increasingly watch TV content on mobiles and other digital devices, at non-traditional times and in non-linear ways, TV measurement needs an overhaul. Nielsen’s ‘anywhere anytime media meas ...

Over 40 years ago, when ad agencies first introduced the planning discipline, the idea was to have someone on the account team to integrate consumer research into the ad development process. Yet senio ...

In his regular column, Joe Mandese presents the point that one quarter of media content can be controlled by marketing professionals and considers the problems that only focusing on that limited area ...

In his monthly editorial, Colin Grimshaw discusses how the recession has resulted in an increased demand for faster returns on investment. He introduces brands that have presented impressive results i ...

Six Degrees hosted the inaugural Social Media World Forum Asia in Singapore, bringing together the leading social networking publishers, developers, brands and organisations that are currently operati ...

In this paper, Elizabeth Armstrong offers her experience of internal brand building at Standard Chartered’s Wholesale Banking Division. In 2006, the bank decided to take a more overt approach towards ...

The establishment and early findings of the Advertising Research Foundation's Online Research Quality Council (ORWC) are described in this report by WARC's US editor, Geoffrey Precourt, from ESOMAR's ...

Josey Duncan Lee looks to the future and suggests two main changes in the next 55 years: The first is that technology will become less complex and be used for what is needed, rather than for the sake ...

Sliders is a new tool for aiding brand portfolio decision-making. It is designed to assist decision making by opening up the process to a range of important factors. It’s a visual aid that provides a ...

This paper seeks to understand the true perception of China around the world. Is it fear, fascination, or something in between? To move beyond the media hype and get a fact-based perspective on these ...

Most global companies have found that building brands in India is no easy task. Because the Indian market and consumer differ significantly from the rest of the world, the tried and tested approach of ...

It seems like only yesterday foreigners on business trips first started showing up with their smart carry-ons in China’s glitzy, first-tier cities. Beijing, Shanghai and Guangzhou? Today, forward-thin ...

The third annual Top Ten Breakaway Brands® valuation study: Quantitative consumer perception data, as measured by Young & Rubicam Brands’ BrandAsset® Valuator, identifies the 10 br ...

Villa Daslu is one of Latin America’s most exclusive shopping malls. It opened in São Paolo, Brazil in 2005 with every luxury item available from around the world. The rationale behind each brand ...