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Germany


Key reading

watching mobile

The reach and ROI of mobile and TV

German research from GfK, developing a cross-media measurement tool to compare the impact of TV and Facebook ads on sales. It suggests that cross-media channel planning is becoming the industry norm but media planners need better information to understand how to best optimize the mix between online and offline.

Understanding the digital consumer in Germany

Research on the differences between digital consumer behaviours in Germany, France and Great Britain.

Build brands with meaning

How Munich Airport developed and launched a new brand idea to reflect the joy of travel.
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International Ad Forecast

Predicted advertising expenditure across 12 key markets, including Germany, for the next two years.

EACA Euro Effies

The gold standard in marketing communications effectiveness across multiple European markets.




Latest case studies

Lacoste: Real-time bidding on Amazon and Facebook ads

This case study describes a campaign by Lacoste, a clothing brand, which used A/B testing and programmatic channels to target audiences in the UK, France and Germany.

Airbnb: Never A Stranger

This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

Hilton Portfolio: Stop Clicking Around

This case study demonstrates how Hilton, an American hospitality group, drove digital direct bookings across the UK, Germany, UAE and Saudi Arabia with the help of a multi-platform, cross-market campaign.

GORE-TEX: Brand Investment Case

This case study shows how Gore-Tex, a textile ingredient brand, increased brand awareness in Germany by developing a brand-owned content platform.

Latest articles

Social insight for gender differences in navigation

This paper describes a research project for HERE, a global location data company, which wanted to understand why the majority of users of its smartphone location app were male and how it could better appeal to women.

Just Married! A love story between qualitative research and social listening

This paper examines the methodological possibilities of social media listening and traditional qualitative interviewing techniques, demonstrating how the confluence of the approaches work in the German women’s fashion industry.

The Walking Z: Up-close and personal with generation Z

This paper describes work carried out for AB-inBev in Germany, in support of a mixed-method approach aimed at understanding Generation Z and translating the findings into insights worth embracing - through a film outlining the diverse stories of this generation.

Breaking The Spell Of Sisyphus: Towards a more sustainable integration of insights into innovation and brand strategy

This paper describes the development of an integrated research 'compass toolset' for KAO Salon, a salon products manufacturer, to help it build consumer insights into its brand mission in Germany.

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Monique Dolbin

Americas

Monique Dolbin
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Ed Pank

Asia Pacific

Ed Pank
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asiapacific@warc.com