Case Study
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Tim Whirledge, Ed Cracknell, WARC Awards, Shortlisted, Effective Social Strategy, 2018
BT Sport, the sports TV channel, used social media, OOH and media partnerships to increase awareness of its rights to broadcast cricket and grow sales in the UK.
Article
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Jo Bowman, Event Reports, I-COM Data Creativity Awards, April 2018
With drivers seeing little to differentiate fuel retailers and being skeptical of loyalty schemes, Shell set out to make its Shell Drivers’ Club more relevant to members.
Article
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Jo Bowman, Event Reports, I-COM Data Creativity Awards, April 2018
Vodafone Italy used machine learning algorithms to interrogate the vast volumes of data generated by its 20 million customers in order to offer personalised propositions to them.
News
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19 April 2018
BIRMINGHAM: Every business makes mistakes occasionally but for an e-commerce company these can provide a unique opportunity to build customer relationships, the chairman of Brand Alley believes.
News
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19 April 2018
CAMBRIDGE, MA: In the not too distant future, consumers will rely to a significant extent on AI assistants, with brands having to shift their efforts from building consumer relationships to optimizing their positions on AI platforms, according to ...
News
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17 April 2018
CHICAGO: Walgreens, the drugstore chain, is seeking to become the “most-loved” player in its category, with an emphasis on enhancing its business and driving customer loyalty.
News
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16 April 2018
NEW YORK: When it comes to engaging consumers effectively, retailers are too focused on transactional metrics, such as convenience and price, and should recognise the importance of personalised experiences and social influencers.
Article
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Emily Barley, Event Reports, Internet Retailing Expo, March 2018
Online travel agent Lastminute.com has developed a new media business based on selling travel audiences.
Article
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Emily Barley, Event Reports, Internet Retailing Expo, March 2018
Brand Alley, the online retailer, approaches the issue of customer centricity from three different angles in order to deliver an effective experience to its members.
News
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13 April 2018
SINGAPORE: Online shoppers in Asia are the least satisfied with all aspects of their shopping experience, compared to shoppers in other regions, according to new research.
Article
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John Sills, WARC Best Practice, April 2018
Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.
Case Study
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Halie Burgess, Lucy Zheng, Laura Tumulty, Bill Ott et al., WARC Awards, Shortlisted, Effective Innovation, 2018
BMW, the car manufacturer, used data science to target high-value customers and increase dealership visits in the US.
Case Study
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Anneka Dew, Richard Shotton, Hannah Gardner, WARC Awards, Shortlisted, Effective Innovation, 2018
Age UK, the charity for older people, used an emotional video to increase awareness of the problem of loneliness among older people, and increase volunteering and donations.
Opinion
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Paul Davies, April 2018
Successful marketing transformation projects follow eight key rules. Paul Davies, Managing Partner Asia Pacific at The Observatory International, says too many schemes are failing to do so.
Article
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WARC Exclusive, March 2018
Global strategies, campaign updates and trends in the supermarkets and grocery category.
Opinion
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Julian Saunders, March 2018
GDPR is still much of an unknown quantity ahead of its implementation, but one thing is clear: marketers need to know what data they have.
Gunn Report
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Gunn Media, 2018
Contains the creative for the 'Diving into Data ' campaign for Narellan Pools by the agency Affinity in Australia.
News
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23 March 2018
GLOBAL: Sports sponsorship offers a unique opportunity for brands to reach highly engaged audiences but, warns an industry figure, without activation it is little more than a media buy.
Article
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Neil Hopkins, WARC Best Practice, March 2018
Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.
News
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20 March 2018
PALM DESERT, CA: Brands must adapt to a marketing universe where “data-enriched value” from direct consumer relationships becomes a key element of the strategic mix, according to Randall Rothenberg, President/CEO of the Interactive ...
Research Paper
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Stephen W. Wang and Angeline Close Scheinbaum, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 16-32
Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.
Article
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Geoffrey Precourt, Event Reports, IAB 2018 Annual Leadership Meeting, February 2018
"Direct" brands, which sell products directly to consumers, are transforming various product categories and threaten to undermine the status of traditional market leaders.
News
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14 March 2018
PALM DESERT, CA: Glossier, the beauty company, believes that its “community-first” ethos has been vital to building meaningful bonds with consumers and spreading impactful word of mouth.
Article
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Geoffrey Precourt, Event Reports, IAB 2018 Annual Leadership Meeting, February 2018
Glossier, the cosmetics brand, believes that digital technologies are transforming the beauty industry in a variety of powerful ways.
Article
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Gordon Euchler, Ton Hollander and Christian von Thaden, Admap, March 2018, pp. 36-38
Offers up five ways for marketers to build brands using the element of surprise.
