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News

LONDON: Poor customer service did more to damage the reputations of airlines and broadband providers than any other UK category during the past year, new research has shown.

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.

Article

This article examines the rise of the iPhone, its competitive market set, and the future for mobiles in the month of the tenth anniversary of the launch of the iPhone, which proved a game-changing invention.

Opinion

There has been a spate of recent cases where large corporations are alleged to have used street art without seeking the appropriate permissions.

Article

This event report explores a method of brand tracking that uses behavioural science to establish three key metrics through which you can analyse a brand's current mental availability, future brand share, and the effectiveness of brand assets.

Article

This article posits that marketers must remember that they are in the business of building customer relationships and that the best brands behave as butlers.

Case Study

This case study describes how UK publisher Penguin Random House maximised a small budget to promote its crime author Tim Weaver, by creating a serial podcast called MISSING.

Article

This article provides advice from leading CEOs on how to reach the top of the corporate ladder from a marketing background.

News

LONDON: British consumers are more concerned about rising living costs than the consequences of Brexit, or the UK's departure from the European Union, according to a new report that finds this surprising since the two issues are interlinked.

Article

This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant.

Opinion

This is a guest post from Dom Boyd, Chair of the Account Planning Group (APG). There are many reasons for strategists to start 2017 full of excitement and optimism .

Article

This article offers seven industry insights into marketing including that leadership skills must be learned ant that it is equally important to be aware that the product is at the heart of most marketing successes.

Research Paper

This paper argues for the evolution of the role of video in qualitative research, given that half of the human brain is dedicating to visual function.

Article

This article looks at the seven ages through which brands pass, and how marketers can take advantage of them if they know and understand how they work.

Article

This article explores how to revitalise a brand, a high-value and desirable pursuit that can deliver business results without the risks of new product development.

Case Study

This case study explains how Lufthansa, the airline, created a TV series in India to connect with the business community.

Article

This article looks at how the Boomer market segment is under-served by current technology provisions and finds three ways in which brands can engage with these wealthy consumers by serving their specific needs.

Article

This article shows that marketers are ill served by traditional demographics when dealing with millennials and could get better results if they adopted attitudinal segmentation.

Article

This article argues that boosting a customer's self-esteem is a fundamentally important part of design, UX, human psychology, and marketing.

Research Paper

This article considers social media intelligence in market research, including the tools needed to analyse conversations and the challenge of how to extract value from the millions of online conversations that happen daily.

Article

This short article lists the books that influenced Iain Ellwood, worldwide strategic growth director at Brand Union.

Article

This event report looks at the way financial services providers and aviation giants are using sophisticated techniques to find more instant, relevant, and accurate insight on their customers.

Opinion

Advertising revenues for the UK’s national newsbrands fell 11% to £1.2bn in 2015, £150m lower than a year earlier owing entirely to losses in print business, according to the latest results from the AA/Warc UK Expenditure Report, released this week.

News

LONDON: Ad blocking appears to be moving into the mainstream in the UK, according to a new report which estimates that 27% of internet users, or 14.7m people, will install ad avoidance software by the end of next year.

Article

This event report looks at two ways in which brands can engage younger consumers.