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14 December 2018 The contentious issue of whether or not to pre-test ads is often based on emotional or financial arguments, but the Ehrenberg-Bass Institute has taken scientific approach to assess the merits of the practice.
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14 December 2018 Accenture Interactive is expanding its programmatic media-buying capabilities with the acquisition of Adaptly, an ad tech firm based in New York that specialises in data-driven campaigns across online channels, including Google and Facebook.
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14 December 2018 Tencent Music Entertainment Group, which is owned by Chinese tech firm Tencent Holdings, launched on the New York Stock Exchange this week as it indicated it aimed to boost the number of people in China prepared to pay for music streaming.
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14 December 2018 Here’s some of the big stories on WARC last week for you to catch up on if you haven’t already read them, including Toolkit 2019, Christmas retail, WPP, Tencent, and Burger King.
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14 December 2018 Procter & Gamble, the FMCG giant, has taken a significant step to expand its multicultural personal care business by acquiring Walker & Co., a start-up that specialises in razors, lotions and shampoos targeted at African-Americans.
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14 December 2018 In the midst of a turbulent week in British politics, as Prime Minister Theresa May battles to save her withdrawal agreement with the European Union, marketers in the UK have expressed alarm at the consequences of the country leaving without a ...
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14 December 2018 Brands and agencies are not totally aligned on what they see as the top challenges in the year ahead, but digital transformation will continue to feature and within this agenda both agree that customer experience and data will be paramount, ...
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13 December 2018 Sky’s decision to end its ownership and sponsorship of cycle road-racing’s Team Sky after the 2019 season opens a major new opportunity for a brand with deep pockets.
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13 December 2018 Hotels are increasingly creating lobbies and common spaces that are destinations for guests and locals seeking a quiet place to meet, sit, and increasingly, work.
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13 December 2018 India’s changing media landscape – with broadcasters and publishers responding to demand for local language content – is being mirrored in the influencer market as brands make greater use of regional stars.
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13 December 2018 Ownership over the whole brand experience and the data that stems from it is a big theme in the WARC Marketer’s Toolkit 2019; at its launch in London yesterday, experts gathered to share perspectives and insight on the strategic landscape in ...
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13 December 2018 Chinese SUV brands have long been perceived as less safe and less desirable than Western brands, but a new study finds that, thanks to technological integration and more premium marketing, they are shaking off prejudice.
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12 December 2018 Social is now an essential part of the customer experience toolbox, as millennials are more likely to be loyal to a brand that responds to feedback via this channel, new research claims.
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12 December 2018 Following a difficult year, WPP’s new CEO Mark Read has announced a three year plan for “radical evolution” at the holding group, with a wide-scale shake-up including job cuts and the unveiling of a new position: WPP is now a ...
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12 December 2018 Chinese smartphone maker OPPO follows a “simple and focused” strategy when it comes to marketing and advertising in India, according to its local brand director – but this approach has entailed significant investment which has yet ...
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12 December 2018 WARC today released its Marketer’s Toolkit 2019, an annual report outlining the priorities of, and challenges facing, brands in the year ahead and how to address them.
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12 December 2018 As the popularity of video explodes across Asia, video advertising is growing fast too – but marketers need to look beyond simple reach and consider whether viewers are emotionally engaged, an industry figure has warned.
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11 December 2018 Australia’s Competition and Consumer Commission has unveiled proposals that aim to force two of online advertising’s most significant companies – Google and Facebook – to cede the dominant position they have developed.
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11 December 2018 Responding to what consumers care about, in terms of both internal working practices and recognising external concerns, can boost businesses, two recent studies suggest.
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11 December 2018 A long-term decline in footfall in the UK high street shows no signs of reversing during the run-up to Christmas – more bad news for brick-and-mortar retailers who failed to make gains during last month’s Black Friday sales.
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11 December 2018 The LVMH fashion house’s new CEO says the brand will have to combine digital transparency and an authentic voice with a strong e-commerce experience as it moves into China.
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11 December 2018 Progressive, the insurance provider, is using brand characters in a nuanced way as it seeks to engage consumers with powerful content and contextual relevance.
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11 December 2018 Given the choice, just over half of people in the UK would be prepared to let companies use at least some of their personal information if they could see a clear benefit from doing so, new research indicates, but a third would rather deny them ...
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10 December 2018 Programmatic spend per capita can give advertisers a strong indication of market maturity, but a new global study that examines other factors, such as private marketplace (PMP) adoption, reveals the countries that are leading the way.
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10 December 2018 Numerous studies have shown that consumers in Asia welcome brands that engage in social issues, such as global climate change or gender equality, but new research suggests what they actually care about are causes closer to home.