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Topic Key reading on using point-of-purchase and in-store media as marketing channels

News

CINCINNATI: Procter & Gamble, the FMCG giant, saw its net sales fall 1% year-on-year in Q3 2017 and has reacted by announcing plans to cut its marketing spend by $2bn over five years along with other substantial savings.

Article

This event report analyses customers’ journeys in relation to John Lewis and the use and purchase of technology such as smartphones and tablets.

News

CHICAGO: Contours, the baby gear manufacturer, claimed the top "Super REGGIE" honour at the 2017 REGGIE Awards for the "Baby Stroller Test-Ride" campaign developed with agency FCB Chicago.

Article

This event report outlines how Staples, the retailer, is seeking to drive revenues through tapping new technologies.

Article

This event report covers how Domino’s, the pizza chain, is leveraging new digital technologies to connect with consumers and drive sales.

Article

This event report demonstrates how Frito-Lay, the snacks group owned by PepsiCo, has deepened its understanding of mobile marketing on Facebook.

Article

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.

Article

This article advises on how brands can adapt television commercials (TVCs) to create effective and engaging mobile content.

News

LONDON: Argos, the UK catalogue retail chain, plans to promote its broad range of products and same-day delivery convenience with a TV campaign, supported by social media, that it claims is a world first.

Article

This article surveys the habits of Generation Z, a cohort that spends an average of 30 hours per week on their smartphones with much higher shopping on mobile than older generations - as well as being aspirational and much more trusting of both people and brands.

Article

This article summarises the results of the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

News

CHICAGO: Chatbots could be an underutilised brand tool to engage with consumers on mobile, a new survey suggests, with most people happy to talk to one but few having done so.

Article

This Company Profile from Euromonitor provides key details and analysis of Aldi Group. Included is a strategic evaluation with key facts about the German company and competitive positioning against comparative brands in the retail market.

Article

This article explores how programmatic can be more than a way to serve ads: it can enhance the customer experience if the dynamic capabilities of adtech are combined with meaningful creative.

Article

This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.

Research Paper

This paper describes how Ferrero, an Italian chocolatier, utilized a hybridized research approach to understand how children's behaviours are impacted during Ramadan in Saudi Arabia.

Research Paper

This paper explores the evolution of digital ethnography tools and their value in providing semiotic insight into cultural activity that is often difficult to access in Dubai.

Article

This case study describes how LG, the South Korean consumer electronics company, plugged a knowledge gap in the complex path to purchase of its high-value products by understanding three elements of the shopper experience.

Article

This event report describes how neuroscience can help brands avoid lost sales to copycat supermarket own-brands by protecting fundamental signals of packaging design.

News

ORLANDO, FL: American consumers are open to new technologies, such as artificial intelligence and the Internet of Things, but brands operating in this field must tread carefully or risk a backlash, a new report has revealed.

Research Paper

Resonant advertisements—which employ a twist or deviation to create multiple meanings—commonly are used by marketing practitioners.

Article

This event report explores a number of themes that arose at the Mobile World Congress 2017, including new developments in 5G, mobile, IoT, and AR/VR.

News

SYDNEY/LONDON: Sainsbury's new marketing direction is a "massive change", a senior executive has revealed, after the iconic British grocery brand ended its decades' long relationships with its creative and media agencies last year.

Article

This case study describes how Lebanese supermarket chain Bou Khalil enabled the Lebanese people to give money responsibly to Syrian refugees with the Good Note - an alternative currency.

Article

This case study describes how Daman, a health insurance company in the United Arab Emirates, used innovative printing technology to give the population some much-need vitamin D.
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