Nick Milne and Nick Baker, ESOMAR, Congress, Nice, September 2014
This paper demonstrates how Telefonica and O2, the telecoms company and brand, developed a research-based system for improving customer experience.
Annelies Verhaeghe, Natalie Malevsky and Thijs Van de Broek, ESOMAR, Congress, Nice, September 2014
This paper highlights six common myths in research and sets out related best practices for generating new consumer insights, using work with Telefonica, the telecoms company, as an example.
Fabio Buresti, The Communications Council, Silver, Australian Effie Awards, 2014
This case study explains how Boost mobile, a pre-paid mobile brand in Australia, launched an emotional campaign in a commoditised market.
Warc Data, September 2014
This article examines global telecoms adspend in Q1 2014, finding a 1.
Stephen Whiteside, Event Reports, The Keller Fay Group webinar, July 2014
This article explains how AT&T, the US telecoms corporation, used marketing-mix modelling to determine the value of word of mouth (WOM) to the brand and describes the strategies used to maximise its effectiveness.
Mark Curtis, Warc Exclusive, August 2014
This article discusses how Amazon's Fire phone could exert a wider influence on the digital ecosystem.
Low Lai Chow, Event Reports, ad:tech ASEAN, July 2014
This event report looks at how Google successfully adopted a person-to-person approach to B2B selling via social media, eschewing corporate pages in favour of one-to-one communications leading to sales meetings.
Low Lai Chow, Event Reports, CommunicAsia, June 2014
This event report explains how changing consumer habits - especially of younger people - is affecting telecommunications companies in Asia.
Stephen Whiteside, Event Reports, M1 Mobile-First Summit, May 2014
This event report discusses how Samsung, the electronics group, is enhancing the user experience by partnering with start-ups - a strategy based on four key components.