Gerardo Martinez Romano, María Cristina Páez and Lucy Haide Balbuena Robles, ESOMAR, Latin America, April 2015
This paper investigates the ability of local and global companies to create balanced innovation portfolios, comparing developed and developing countries with a particular focus on Latin America.
Tobias Puehse, Nielsen, March 2015
This article introduces Nielsen's Breakthrough Innovation Report for Southeast Asia, which reviewed more than 2,500 consumer product launches across key Southeast Asia markets in order to identify innovation success.
Bridget Angear, Institute of Practitioners in Advertising, from Advertising Works 22, 2015
This article offers five lessons for relaunching brands, using examples from the 2014 IPA Effectiveness Awards winners.
Helge Thorbjørnsen, Paul Ketelaar, Jonathan van 't Riet and Micael Dahlén, Journal of Advertising Research, Vol. 55, No. 1, 2015
Future-framed marketing is highly effective in generating positive product-related word of mouth (WOM) for new products. This was demonstrated in two studies: Study 1 reported a novel online field experiment on WOM behavior; Study 2 tested the proposed WOM effects in a more controlled laboratory setting on a representative sample.
Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2015
This event report charts the rise to prominence of Vita Coco, a coconut-water drink that was launched in 2004 and helped create a new category.
Emily Barley, Event Reports, Warc Measuring Advertising Performance, February 2015
This event report details the launch of Dacia, a value car marque owned by Renault, in the UK, with a creative approach unlike the rest of the category - and a trusted voice-over accent.
Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015
This case study explains how Koodo Mobile, the Canadian telecoms company, delivered six successive years of growth following its launch in 2008.
Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015
This case study explains how Selections Chartier, a wine company based in the Canadian province of Quebec, used a 'perfect meal' message to promote its product.
Warc Exclusive, February 2015
This article provides marketers with information and guidance on building brands.