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Opinion

The modern Christmas ad is deeply associated with John Lewis and its mega-successful formula of tear-jerking storytelling and thoughtful gifting.

News

LONDON: Many of the UK’s top retailers have again splashed out on cinematic-style blockbuster ads in the run up to Christmas, but with consumers cutting back on their spending there is evidence that simpler ads could be more effective.

Case Study

The launch of KA+, a value car model by Ford, had to be strategically planned to target the challenging and savvy buyers of value cars in the top five European markets.

News

BRUSSELS: A campaign by Aldi and McCann Manchester in the UK and Ireland, which placed a humanised carrot at the centre of a Christmas campaign to emphasise the magic of the holiday season, has won Grand Prix at the EACA Euro Effie Awards.

Case Study

Aldi, a global discount supermarket chain, enjoyed fantastic growth with its ‘Kevin the Carrot’ Christmas campaign in the UK and Ireland, reducing previous Christmas shortfalls.

Case Study

Sainsbury's, a British supermarket chain, transformed itself from making seasonal retail Christmas ads to creating Christmas campaigns that are now arguably amongst the most eagerly anticipated ads of the year.

Article

This article looks at how to secure customer loyalty by appreciating them as individuals and communicating with them with relevance.

Article

This Company Profile from Euromonitor provides key details and analysis of E&J Gallo Winery Inc, the world’s largest vintner, accounting for 3% of global volumes in 2016.

Case Study

This case study looks at how Woolworths Rewards, an Australian retailer rewards scheme, turned negative customer sentiment into a program with satisfied members through an email personalisation campaign.

Case Study

This case study explains how Dare, an Australian iced coffee brand, outperformed its competitors by creating a new consumption occasion: becoming the habitual choice for whenever people are not thinking straight.

Article

This Company Profile from Euromonitor provides key details and analysis of Tesco Plc. Included is a strategic evaluation with key facts about the UK company, competitive positioning against comparative brands, and assessment of its position in the retail market.

Case Study

This case study explains how retailer ALDI Australia's Christmas campaign, 'ALDI's perfect Aussie Christmas', gave Australians a renewed pride in their own unique version of Christmas by introducing a rival family of American Christmas-evangelists.

Opinion

For most brands, the relationship they have with their consumers is passive; meanwhile, others have been able to enter a different space, where consumers share their content and participate in the brand.

News

SYDNEY: Australian media agency spending passed A$7bn in the 2016-17 financial year with digital and outdoor registering the biggest increases, new data show.

News

LONDON: Own-label "copycat" brands are taking business from leading brands by "preying" on shoppers' unconscious decision-making processes in noisy and confusing retail settings, neuroscience research suggests.

Article

This article shows the clear evidence that copycat brands are disrupting consumers' search and decision-making process, which is bad news for both original brands and shoppers, who find themselves manipulated.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

News

SYDNEY: Australia's reputation for bravery and innovation in advertising has taken a knock as a survey shows that more than half of the nation's consumers can't remember a single ad they really liked or disliked.

Article

This article summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).

Case Study

This case study explains how John Lewis, the British department store, used social media and content to make an emotional TV ad famous and increase sales during the Christmas period.

Case Study

This case study shows how Tesco, a supermarket brand, positioned itself as a helpful brand to customers' needs, putting the UK consumer at the centre of each campaign.

Case Study

This case study shows how Trinity Mirror, a news publisher, redefined the UK mass media market and positioned itself as a gateway for advertising businesses to engage with it through media placements.

Case Study

This case study shows how John Lewis, a UK retailer, successfully consolidated its advertising's status by launching a series of iconic Christmas campaigns.

Case Study

This case study shows how Sainsbury's, a supermarket chain, increased brand awareness and sales in the UK by creating a musical advert about the joy of being together at Christmas.

News

CHICAGO: Aldi and Lidl, the low-cost German grocery chains which have turned the European supermarket battle upside down, have announced expansions into the competitive US market.