Fran Alberry, MRS Awards, Finalist, December 2014
This article explains how Knorr, the cooking and ingredients brand, defined authenticity as a universal term to internationalise its brand positioning.
Fiona Smith, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014
This case study describes how Korean car manufacturer Hyundai used a new method of synchronising TV and website activity to help reach the crucial 24-35 target market of second-screen viewers in Germany.
Simon Stebbing, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014
This case study describes how Onglyza, a diabetes medication developer, targeted doctors with an immersive simulator experience to enable doctors to experience hypoglycaemic events.
Ruthie Brandman and Christiane Schmitz-Trebeljahr, ESOMAR, Qualitative, November 2014
This paper explains how Cognitive Interview (CI) can be applied to qualitative market research, using examples from Germany, Israel and the US which generated insights on the detailed perceptions of a retail environment.
Nina Keller and Sebastian Prassek, ESOMAR, Qualitative, November 2014
This paper describes the effects and benefits of games in qualitative research, including increased engagement and better quality insights, using an example of research by German bank ING-DiBa to uncover new customer insights.
Klaus Berkensträter and Christine Schaper, ESOMAR, Qualitative, November 2014
This paper explains how Deutsche Bahn (DB), the German national rail provider, developed focus groups in a scenario close to real life.
Warc News, 16 September 2014
COLOGNE: Brands are not in the publishing business and those who believe that 'content is king' are missing the point, a leading industry executive has argued."Content is an enabler to what is king," said Tom Buday, global head of marketing at Nestlé.
Warc News, 10 September 2014
COLOGNE: Nearly 5% of all internet users now employ adblocking software, according to a new report which suggests it has become mainstream following a surge in installations over the past 12 months.Adblocking Goes Mainstream, a joint study from PageF.
Warc News, 26 August 2014
PARIS/BERLIN: Leading German car marques have become victims of their own success, as the likes of BMW, Audi and Mercedes-Benz have been drawn into a sales war that could undermine their brand image and create opportunities for new challengers."The G.