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French government: Turning ethnographic insight into more efficient policy-making
This paper demonstrates how the French government used "nudging" to improve its digital tax administration. It goes on to propose some general guidelines on the best use of 'nudge design' as a way of increasing ROI – relevant in France, and internationally.
Understanding the digital consumer in France
Research on the differences between digital consumer behaviours in France, Germany, and Great Britain.
International Ad Forecast
Predicted advertising expenditure across 12 key markets, including France, for the next two years.
EACA Euro Effies
The gold standard in marketing communications effectiveness across multiple European markets.
This case demonstrates how Prince, a heritage biscuit brand from France and Belgium, reinvented itself for young prospective consumers whilst maintaining its appeal to the children's mothers.
Toyota Aygo: Go fun yourself.
This case study describes how Toyota, the Japanese car brand, built a new communications platform to attract younger buyers, create exciting online content and increase sales.
Magnum: Celebrating 25 years of pleasure
This case study demonstrates how Magnum, the ice cream brand, reignited interest in its 'Classic' product to grow sales across Europe.
Lenor: More than laundry
This case study showcases how Lenor, a fabric enhancer, replaced the existing dual communication model in Western and Central-Eastern European markets with a pan-regional one, appealing across cultures.
Global Ad Trends 2015
This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.
Using Greimas' semiotics in ethnic consumer research
With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.
Adstats: International Ad Forecast
This article details adspend data covering 12 key markets, from Warc's latest International Ad Forecast, which predicts an increase of 2.8% in global adspend in 2015.
New conjoint approaches to scaling brand equity and optimising share of preference prediction
Ratings-based conjoint analysis suffers two problems: the distortion raised by consumer perceptions of brand equity, and the lack of efficiency of probabilistic models for estimating preference shares.
Right time, right media: How European business execs access 24/7 business and finance content
This report analyses how changes in lifestyle and media have changed how business executives access business and finance news content, suggesting that traditional targeting of working hours no longer holds true.
Multidimensional structures of brand and country images, and their effects on product evaluation
Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing mix.
Congruency of humour and cultural values in print ads: Cross-cultural differences among the US, France and China
International advertisers routinely struggle to adapt humorous ads for the domestic markets of different countries.
Readership measurement in the digital age
Newspaper and magazine publishing businesses are going through tremendous change.
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