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News

LONDON: UK advertising spend grew for its 15 th consecutive quarter, with Q1 2017 recording a 1.3% year-on-year increase to reach £5,318m.

Opinion

Brands place great store by their visual branding but have neglected their audio branding, something that is becoming increasingly important, according to Global's Jo McChristie.

Research Paper

This paper suggests an alternative procedure to the rating of places according to the assumption that averaging data on a number of different criteria presents a valid representation of a general pattern.

News

LONDON: Out-of-home media is attracting some unexpected advertisers as the medium’s digital capabilities expand and the possibilities grow for a more creative approach using real-time and contextually relevant content.

News

LONDON: Own-label "copycat" brands are taking business from leading brands by "preying" on shoppers' unconscious decision-making processes in noisy and confusing retail settings, neuroscience research suggests.

News

LONDON: Advertising on digital newsbrand sites is 80% more likely to be viewed than advertising on non-newsbrand sites, according to new research.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This event report looks at the use of storytelling to drive all aspects of one online wine retailer's unique business model.

Article

This event report looks at how beauty subscription box Birchbox is driving growth in the UK.

Article

This event report looks at research into the mobile behaviours of Gen Z in the UK, a group termed 'mobile prodigies'.

Article

This event report looks at how SMEs can benefit from commissioning external research.

Article

This event report looks at research into the effectiveness of B2B digital marketing which reveals that businesses need to look beyond traditional methods.

Article

This event report looks at an innovative form of B2B research that has proved successful at engaging SME audiences.

Article

This event report looks at how B2B marketing is slowly beginning to move away from a formulaic approach.

News

LONDON: Uncertain economic times are driving marketers to shift their spending into activation – and digital advertising – according to the latest IPA Bellwether Report.

News

LONDON: The UK’s advertising watchdog has signalled that from next year there will be tougher regulation of campaigns that feature potentially harmful gender stereotypes.

Article

This article shows the clear evidence that copycat brands are disrupting consumers' search and decision-making process, which is bad news for both original brands and shoppers, who find themselves manipulated.

Article

This article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.

Article

This article outlines how to achieve brand growth through brand availability and knowing your target market, illustrating the learnings with a case study from the yoghurt sector.

Article

This article examines the impact of colour on our subconscious brains, and the challenges faced by brands in using colour to communicate the right information to consumers across categories, cultural context and brand meaning.

Article

This article discusses what learnings from neuroscience are revealing about how the brain responds to storytelling to encode information into long-term memory, and applying this knowledge to the 2017 WARC 100 top campaigns.

Article

This article examines how brands can create communications earlier in the purchase journey - before the competitive active stage - by using data signals to identify the pre-triggers for purchase, illustrated by case studies from the banking and finance sectors.

Article

This article examines how measuring digital advertising through clicks reveals little about the ad's performance in its target market and is contributing to a worrying trend towards short-termism in marketing.

Article

This article argues that strategists, in spite of constantly talking about emotions, actually treat emotional communication rather crudely - only referencing one emotion, or only understanding them as a desired consumer response.

News

LONDON: Cards accounted for more than half of all retail transactions by volume in the UK last year, while debit card purchases have overtaken cash for the first time, according to a new survey.