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Article

Adapting to Facebook‘s changes, getting the balance right on ‘push’ and ‘pull’ marketing, and effective influencer marketing will be three key areas of focus of many APAC marketers in 2018.

Article

This Company Profile from Euromonitor provides key details and analysis of American Express.

Article

A regional overview of financial cards and payments in Western Europe, offering an analysis of leading companies and brands, country snapshots and predictions for the future of the category.

Article

Outlines four different content models brands can use to win market share and boost engagement.

Article

Explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.

Article

Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Article

This Company Profile from Euromonitor provides key details and analysis of Marriott International Inc, the owner of brands such as BVLGARI Hotels, and Ritz-Carlton.

Opinion

David Chriswick, Head of Brand Strategy at DigitasLBi Chicago and a judge in the Effective Use of Brand Purpose category in the 2018 WARC Awards, talks to Lucy Aitken about what brands can learn from last year's winning Whirlpool paper, which he co-authored, and shares his favourite examples of effective brand purpose.

Article

In the past couple of years, airline passengers' increased desire to remain connected and consume content on flights has reached a global tipping point.

Article

This Company Profile from Euromonitor provides key details and analysis of TUI AG.

Article

This Company Profile from Euromonitor provides key details and analysis of Airbnb, the peer-to-peer accommodation platform.

Article

Marriott, the world’s largest hospitality chain, is using social analytics to gain a granular perspective on the impact of its messaging through this vital channel.

Article

Branded content provides a challenge for marketers to align its measurement with traditional metrics across television and digital platforms.

Research Paper

For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.

Article

An overview of the consumer finance industry shows the trends shaping the market, the leading companies and brands, and areas of opportunity.

Article

This Company Profile from Euromonitor provides key details and analysis of Discover Financial Services.

News

LONDON: Big data is the driving force behind modern marketing, but it can seem overwhelming at times, so marketers should adopt six key steps to help them make the most of the mass of information, according to a leading digital specialist.

Article

This Company Profile from Euromonitor provides key details and analysis of Hilton Worldwide.

Article

Six key steps to help marketers navigate the volume and complexity provided by big data and glean meaningful insights.

Article

This article explains how financial services brands can protect themselves from fintech disruption by digitally evolving.

Case Study

American Express, a global financial services company, increased awareness of its pro-LGBT stance by launching its #ExpressLove campaign on the anniversary of the legalisation of gay marriage in the US.

Article

This article looks at how chatbots work and why, nowadays, many consumers are more comfortable 'talking' to a brand via an online message than phoning its customer service helpline.

News

SYDNEY: American Express knew that mobile was playing an important role in the credit card research process but initially struggled to quantify it beyond last click attribution, according to a senior executive at the company.

Article

This article outlines how American Express, the credit card company, investigated the role of mobile in its customer journey.

Opinion

B2B marketing has existed in a tradition for a long time, but now the same impact that technology is having on the expectations of consumers is also affecting business buyers, argues POSSIBLE’s Thomas Stelter.