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News
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10 April 2019
A new broadcast standard, ATSC 3.
Article
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ARF Knowledge at Hand, October 2019
Investigates the ideal synergy between technology and employees in US companies, particularly AI. AI offers multiple benefits in scaling and personalization of all parts of the customer journey, but too much technology can degrade the customer experience.
Article
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Geoffrey Precourt, Event Reports, ARF AUDIENCExSCIENCE, April 2019
The Advertising Research Foundation (ARF), the trade body, is pushing for ethics, transparency and best practices to drive the research industry forwards at a time of growing complexity.
Article
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Tom Woodnutt, Admap, Silver, Admap Prize 2012
Planners should exploit the idea of creating mutually beneficial and open relationships between customers and brands and their agencies.
Case Study
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IPA (UK), Silver and Best Contribution to Effectiveness through Technology, IPA Effectiveness Awards, 2020
SickKids Foundation, a Canadian children's health research organisation, repositioned its brand as a fighting ally against disease in a series of campaigns in Canada that successfully increased donations and engagement.
Article
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Sarah Booth, Admap, Shortlisted, Admap Prize 2012
In this essay, the short attention span of much of the western world is likened to the approach planners have towards theories of human behaviour.
Case Study
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Effies (North America), Bronze, North American Effies, 2019
Fresh Step, an odour-eliminating cat litter brand, launched a Cats on Glass Gallery in the US that showed viewers the underside of real cats' paws to show the effectiveness of its new litter product, Clean Paws.
Research Paper
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Taemin Kim, Hyejin Kim, and Yunhwan Kim, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 402-413
Using a computational analysis, a so-called big-data approach, this study examines how brands' Facebook posts affect consumers' electronic word-of-mouth behavior.
Research Paper
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Hojoon Choi, Kyunga Yoo, Tom Reichert, and Temple Northup, Journal of Advertising Research, Vol. 60, No. 2, 2020, pp. 163-178
Recent studies indicate that U.S. consumers' feminist attitudes can influence positively their evaluations of sexual images of women in advertisements.
Article
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Colin Grimshaw, Admap, September 2016, pp. 3-3
This article introduces a series of articles from leading industry thinkers on the future of strategy.
Research Paper
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John L. Fortenberry, Jr. and Peter J. McGoldrick, Journal of Advertising Research, Vol. 60, No. 2, 2020, pp. 135-147
Many researchers neglect the wider capabilities of billboards. Managers deploy billboards to generate awareness, evaluated through awareness-tracking studies, thus reinforcing their beliefs.
Research Paper
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Mohamed M. Mostafa, Int. Journal of Market Research, Vol. 61, No. 3, 2019, pp. 320-337
The exponential growth of user-generated social media content raises the possibility of using opinion mining techniques in tracking and monitoring consumers' preferences.
Case Study
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Design Effectiveness Awards, Bronze, Design Effectiveness Awards, 2015
This case study describes how Irish Spring, a brand of bar soap and body wash in the US and Canada, dramatically increased sales by redesigning its product to attract the coveted millennial market.
Article
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Jo Bowman, Event Reports, IAB Interact, May 2015
This event report outlines the approach Google is taking to data, as it seeks to increase collaboration between business and individuals.
Article
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Mary Connors, Event Reports, ANA Masters of B2B Marketing, June 2018
Kingspan Group, the building materials firm, made effective use of analytics as part of the launch program for its Kooltherm insulation product.
Article
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Brian Millar, Admap, Commended, Admap Prize 2012
This article argues that if planners are to realise their true value, they need to escape their agency shackles and start up a creative consultancy modelled along the lines of management consultancies.
Article
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John Woodward, Admap, July/August 2012, pp. 7-7
The entries to the Admap Prize: Planning 3.0 demonstrated that planning as a discipline appears a bit lost.
Case Study
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Lauren Wormser, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2017
American insurance provider AARP partnered with Time Inc and used influencers to communicate its brand values and shake off its image as being only for retirees.
Article
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Nick Morley, WARC Exclusive, October 2018
Explores how the clean up of digital advertising is likely to unfold as we approach the end of 2018, following the industry’s brand safety scandals, changing viewability demands, and ad fraud developments.
Article
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Reed Karaim, Event Reports, 4A's Transformation, April 2017
This event report outlines how Procter & Gamble, the FMCG giant, is seeking to transform its agency relationships.
Article
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Laurie Young, WARC Best Practice, February 2017
This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant.
Case Study
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Effies (North America), Bronze, North American Effies, 2018
Budweiser, a beer brand, increased brand relevance among Western hockey fans by creating goal-synced beer glasses in Canada.
Case Study
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Elke Anderle, WARC Media Awards, Gold, Effective Channel Integration, 2017
Extra Gum accelerated its growth in the US by building emotional equity through a short film.
Case Study
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CASSIES (Canada), Bronze, Canadian Advertising Success Stories, 2017
This case study describes how TD Bank, a Canadian bank, increased its consideration amongst small business owners by demonstrating commitment to them.
Case Study
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Cannes Creative Lions, Bronze, Creative Longer-Term Effectiveness, Creative Effectiveness Lions, 2017
This case study explains how Extra, the chewing gum brand owned by Wrigley's, used an emotional film to increase sales in the US.
