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Key reading

watching mobile

The reach and ROI of mobile and TV

German research from GfK, developing a cross-media measurement tool to compare the impact of TV and Facebook ads on sales. It suggests that cross-media channel planning is becoming the industry norm but media planners need better information to understand how to best optimize the mix between online and offline.

Understanding the digital consumer in Germany

Research on the differences between digital consumer behaviours in Germany, France and Great Britain.

Build brands with meaning

How Munich Airport developed and launched a new brand idea to reflect the joy of travel.
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International Ad Forecast

Predicted advertising expenditure across 12 key markets, including Germany, for the next two years.

EACA Euro Effies

The gold standard in marketing communications effectiveness across multiple European markets.

Latest case studies

The new Opel Astra upsets the luxury class

This case study describes the launch of a new Opel Astra car model in Germany and Spain, targeting social climbing, high income men.

Meetic/Match: Love Your Imperfections 1

This case study explains how Meetic, the online dating subscription service, fought back against newer competitors in France, Germany, Sweden and the UK.

UPS: United problem solvers

This case study explains how UPS, the package delivery company, shifted its communications to focus on problem solving to appeal to small and medium sized businesses in the UK and Germany.

UK Government: The Missing Millions - Giving Expats Their Voice

This case study explains how the British government used digital ads to increase the number of voter registrations among British people living abroad.

Latest articles

Gaining Marketing-Relevant Knowledge from Social Media Pictures: A picture is worth a thousand words

This paper describes an automated system for analysing imagery and pictures posted on social media, which in turn can be used to provide brand-specific insights such as brand awareness, popularity and use.

Clipboards, Calls and Focus Groupies: The public perception of market research and the implications for the future

This paper reports on a study of the public perceptions of market research, based on a survey with people from the UK, the USA and Germany.

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 brief article rounds up the international forecasts for 2016.

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Monique Dolbin


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Asia Pacific

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