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Key reading


How a utility demonstrated the benefits of collaborative marketing

This article offers five steps, illustrated with real-life examples from a major campaign for UPS, that CMOs can use to show the boardroom the benefits of a more collaborative approach to the marketing function. Steps include jointly planning KPIs and distributing results in real time.
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Energy measurement transforms consumer insights

A new way to measure household electricity usage, so utilities can understand their customers better.

Reinvigorating USPS for the digital age

How the postal service met challenges created by the digital revolution, reversing brand perceptions.

Taking British Gas back to the future

How ads reflecting the UK energy brand's long heritage turned around its poor customer image.

Latest case studies

Collect+: Brand strategy and identity development

This case study explores how the UK delivery service Collect+ evolved their brand into a more credible proposition that allowed them to communicate with consistency and confidence.

White Logistics: Further and faster than the competition

This case study investigates how a strategic rebrand of the industrial transportation business White Logistics leveraged renewed growth and changed the fortunes of the company.

OVO Energy: The Surround Sound Approach

This case study demonstrates how OVO Energy, an energy provider in the UK, used digital advertising to grow awareness and new customers.

Meralco Advisory: Seeing a Utility Company in a Better Light

This case study describes how the Manila Electric Company (Meralco) launched an ongoing, monthly multi-media campaign of advisory messages in order to build a relationship with its customers and counter negative publicity.

Latest articles

The End of the Beginning: Behavioural economics has entered a new era of application

This article demonstrates how behavioural economics (BE) is being employed to improve public and business policies.

Environmental threat appeals in green advertising: The role of fear arousal and coping efficacy

This study addresses the behavioural effects of cognitive threat appraisal, emotional fear response and perceived coping efficacy in threat appeal based green advertising.

Personalise through the internet of things

This article examines the ways in which the internet of things (IoT) can capture behavioural data to enable personalisation of goods and services.

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200