Case Study
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Margaux Revol, Alaina Crystal, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Bodyform, the feminine hygiene brand, used a TV ad and social media to break taboos and connect with women in the UK.
Article
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Geoff Wicken, Admap, April 2018, pp. 42-43
In order to remain viable as premium publishers, newsbrands now need to make the case in favour of enhanced target audience definitions that combine print and digital audiences in a strong and persuasive way.
Research Paper
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Fred Bonner and Robert de Hoog, International Journal of Market Research, Vol. 60, No. 1, 2018, pp. 88-103
More than 100 years ago, the term conspicuous consumption was coined. In the economist tradition, emphasis was always on the demonstration of wealth, income, and status by material purchases.
Case Study
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Design Business Association, Bronze, 2018
Air Wick, a plug-in airfreshener brand, drove global penetration with category non-consumers with its Air Wick Scented Oil Warmer product by designing it to fit into home décor.
News
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07 February 2018
GLOBAL: Lenovo, the Beijing-based technology firm, is the Chinese brand that has made the biggest impact in international markets, according to a new report that highlights innovation as the key to the success of China’s leading brands.
Article
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WARC Exclusive, January 2018
Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.
Article
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Euromonitor Profiles, December 2017
This Company Profile from Euromonitor provides key details and analysis of TUI AG.
Article
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Euromonitor Profiles, December 2017
This Company Profile from Euromonitor provides key details and analysis of Ryanair Holdings Plc.
Article
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Euromonitor Profiles, December 2017
This Company Profile from Euromonitor provides key details and analysis of the Emirates Group, an international aviation holding company.
Research Paper
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Yamen Koubaa, International Journal of Market Research, Vol. 59, No. 6, 2017, pp. 749-765
This paper describes a study that tests for the enhancement of low-sugar pastry via olfaction and examines its effects on pastry consumption.
Article
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Adam Smith, Rob Norman, Research on WARC, November 2017
This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.
Research Paper
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Alfredo Troncoso, Adelina Vaca and Aranzazú Gómez, ESOMAR, Global Qualitative, November 2017
Danone, a multinational food products brand, set out to understand what one of its key attributes, 'naturalness', meant in the Mexican market.
Article
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Euromonitor Strategy Briefings, October 2017
A regional overview of travel transportation in Asia Pacific, with an analysis of leading companies and brands, country snapshots and forecast projections for the category.
Article
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Euromonitor Profiles, October 2017
This Company Profile from Euromonitor provides key details and analysis of Haier Group.
Case Study
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European Association of Communications Agencies, Bronze, 2017
SodaStream, an Israeli drinks company, promoted its environmental message about plastic bottle pollution through a humorous online video campaign, ‘The Shame of Glory’, in Europe.
Case Study
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European Association of Communications Agencies, Silver, 2017
VisitBrussels, the tourism office of Brussels, transformed the perception of Brussels across Europe by launching a campaign that connected Brussels locals with the rest of Europe to give them an accurate picture of the country.
Case Study
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European Association of Communications Agencies, Gold and Silver, 2017
Icelandair, an Icelandic airline, created the Icelandair Stopover Buddy service to convince travellers across Europe to fly with its airline, despite big challenges.
Case Study
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Ben Phillips and Tommy Mancktelow, Account Planning Group - (UK), 2017
Signal, an oral hygiene brand, encouraged children worldwide to brush their teeth more often by turning brushing into an engaging story.
Case Study
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MMA Smarties, Best in Show EMEA, 2017
Signal, an oral hygiene brand, encouraged children worldwide to brush their teeth more often by turning brushing into an engaging story.
Article
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Euromonitor Profiles, September 2017
This Company Profile from Euromonitor provides key details and analysis of Qantas Airways Ltd, the owner of brands such as Qantas holidays and Jetconnect.
Article
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Euromonitor Profiles, September 2017
This Company Profile from Euromonitor provides key details and analysis ofInternational Airlines Group, the owner of brands such as British Airways and Iberia.
Research Paper
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Laurent Florés and Antoine Moreau, ESOMAR, Congress, 2017
This paper explains how the Internet of Things could have a positive environmental impact by using real-time displays of connected devices' power usage to help reduce electricity consumption.
Research Paper
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Will Goodhand and Stephen Carlin, ESOMAR, Congress, 2017
This paper explains why ambitious market researchers should embrace the principles of comedy in order for brands successfully to convey truth.
Research Paper
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Adriana Rocha, Iván Casas, Mariana González Cedraro, Laura P. Berga and Susana Aiken, ESOMAR, Congress, 2017
This paper describes how the TV network HBO developed an innovative online community, integrating its market research strategy into a single platform, in order to listen to users and generate agile market research insights across Latin- and South America.
Research Paper
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Hans Zijlstra, Janneke van der Ploeg and Martijn Helder, ESOMAR, Congress, 2017
This paper looks at how French airline brand, Air France KLM, created a new structure for its Customer and Market Insight (CMI) department for optimal customer experience.
