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Article

HP Inc. faced a distinctive brand challenge as half of the former Hewlett-Packard, a company which split in two in late 2015.

Article

Carhartt, the apparel company, has put user-generated content at the heart of its online marketing, as well as leveraging this material for a range of other strategic purposes.

Article

Target, the retailer, believes that visual search offers a powerful way to encourage product discovery and enhance the shopper experience.

Article

Walmart, the world’s biggest retailer, is adapting its business to make sure it can compete at the highest level in the online and offline worlds alike.

Article

JPMorgan Chase & Co., the financial-services provider, is facing two forms of disruption as both its industry, and the marketing sector as a whole, are evolving at a rapid rate.

Article

Uber, the taxi app, is using smart strategy to move beyond a string of negative headlines and position itself for future development and growth.

Research Paper

This study investigates the optimal advertising-allocation rules for sequentially released products. The authors used both analytical and empirical approaches to derive and validate the rules using theatrical prerelease, postrelease, and DVD advertising and sales data in the movie industry.

Article

Marketers are failing to drive growth as a result of several shortcomings that are widespread in the industry, according to Bob Liodice, President/CEO of the ANA.

Article

This article describes what it would actually mean for adtech and martech to come together and the hurdles that would have to be overcome.

Article

This article presents findings from WARC's new research: State of the Industry: Marketing Technology in the US and UK.

Article

This article provides best practices for successful native advertising campaigns, including how to plan a content strategy and how to approach the three main players in the native landscape: publishers, social media platforms and technology vendors.

Research Paper

This article examines research carried out in the US by Samsung and Starcom into the benefits of VR in building emotionally engaging brand experiences.

Article

This article reviews three real-world cases that have demonstrated positive business impact and ROI achieved by following clearly defined guidelines when using AR and VR.

Article

The advertising and media industries face a growing talent crisis, a situation resulting in large part from inadequate educational efforts at the college level.

Article

In this webinar Nick Hirst (Head Of Planning, adam&eveDDB), Damian Ryan (Partner, Moore Stephens)and Amy Rodgers (Research Editor, WARC) discuss the unprecedented growth in the marketing technology industry and what this means for brands, agencies and vendors.

Article

Colgate-Palmolive, the consumer goods company, believes that agencies will need to become more integrated in the future if they are to fully serve the changing needs of clients.

Article

Dow Chemical is a sponsor of the Olympic Games, and has very specific goals for this partnership as a business-to-business marketer.

Article

This article explains how behavioural science can help us become more responsible citizens and reduce non-compliant behaviours such as not paying bills on time or jumping red lights.

Article

Pandora, the digital-audio streaming service, noticed a widespread failing among advertisers when it came to reaching users of its platform, and so conducted several studies aimed at establishing some best practices.

Article

Bricks-and-mortar stores remain important for brands but not necessarily for simply shifting products in the short term.

Research Paper

This research develops a measure for university heritage–utilizing a university's history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context.

Research Paper

This meta-analysis merged family communication pattern (FCP) and parental socialization literature streams to offer renewed perspectives on how parents intervene in media-related consumer-socialization interactions with children.

Article

This article examines the phenomenon of fake news, the problems it presents and how it relates to marketing.

Research Paper

Advertising is evolving rapidly as digital and mobile technologies continue to develop. These platforms offer consumers unique experiences and a diverse selection of content.

Research Paper

This work investigates under what circumstances a television campaign should be complemented with online advertising to increase combined reach.