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Customer acquisition

Key reading


Growing by growing distribution 

Byron Sharp and Kate Waters argue that advertising is a comparatively weak force compared to recommendations from family and friends. Instead, brands grow through physical availability. Case study examples include Peperami, Rubicon and Jungle Formula.

Acquisition is the only reliable route to growth

Les Binet and Peter Field on loyalty – and why aiming to gain new customers is more effective.

The business benefits of customer management

A new model of customer management and good practice in customer acquisition, penetration and retention.

Breaking the habit code

TNS research offering a psychological perspective on how marketers can change consumer habits.

Direct Mail: Email is fast but letter is better

Arguing for the continuing power of physical post over digital communications in direct mail.

Latest case studies

Erste Corporate Banking

This case study describes how Erste Corporate Banking (ECB) was launched as a new sub-brand to Ceska Sporitelna, the largest retail bank in the Czech market, with a long term content strategy.

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.

Rama: Love in the fridge

This case study explains how Unilever, the owner of Europe's biggest margarine brands, released Rama With Butter, a spreadable butter brand, to compete with its European rivals and avoid further declines in revenue and brand supremacy.

Olay: Stepchanging digital to drive purchase intent with search and consumer ratings & reviews

This case study shows how Olay, the skin care brand, included digital search and content generation into its previously traditional media campaigns, to grow brand awareness and purchase intent in Thailand.

Latest articles

Direct Mail: Email is fast but letter is better

This article looks into the continuing power of physical post over digital communications in direct mail.

Breaking the habit code

This article looks at how marketers can create or change consumer habits.

Ecover's makeover

Ecover, an eco-friendly detergent brand launched over 30 years ago, found that by 2011 the UK market had changed considerably with an increasing number of competitors, including P&G and Unilever entering the 'green' space.

Carhartt builds its brand with makers and doers

This event report shows how Carhartt, the apparel brand, boosted its standing with members of the "maker movement" while maintaining its traditionally high standing with people working in physically demanding jobs.

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
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