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News

BOSTON: Companies and organisations in 150 countries were hit earlier this month by the WannaCry ransomware cyber attack, which has prompted a major security firm to conduct an extensive survey of American concerns.

Article

This paper explores how advertising can leverage the interplay of attention, memory and emotion to influence people's brand choices.

Research Paper

This paper argues that valuable and illuminating insights about the mainstream can be gleaned by examining outliers in society 'people on the fringe), and in turn, those insights can teach brands how to be different.

Article

This global briefing focuses on industry trends in the carbonated soft drinks category, where volume sales of traditional sweetened products are in decline as health-minded consumers look to alternative options.

Case Study

This case study describes a PR-led campaign from the Australian bank ANZ to build greater affinity amongst women by stimulating a national conversation about gender inequality.

Article

This report analyses trends from the winning case studies of the Warc Prize for Innovation and draws out lessons for marketers to develop fresh thinking that can deliver business results.

Article

This event report outlines how some leading brands seek to combine making profits with a sense of social responsibility that extends beyond CSR programs.

Article

This article argues that personalisation is fundamentally at odds with what brands are supposed to deliver, namely: the guarantee of a product or experience that is reassuringly repetitive.

Article

This report discusses how most marketers are focused on driving sales through digital, arguing that positive brand attitudes create the potential for stronger growth and higher profits.

Article

This Company Profile from Euromonitor provides key details and analysis of Danone, the owner of brands such as Evian, Volvic and Aqua.

Case Study

This case study explores how design consultancy Ratio worked on both design direction and industrial design with the UK manufacturing company Trend Control Systems to launch the IQ4 project of intelligent hardware.

Article

This article explores the developing frontier of artificial intelligence (AI), and how marketing to machines might soon become a reality for brands.

Case Study

This case study explains how Liftshare, a British online service that matches car drivers and passengers travelling in the same direction, worked with its agency to expand its B2B offering to a wider customer base.

Article

This article explains the value of storytelling in advertising and selling, arguing that storytelling is the most natural way people understand the world.

Article

This report outlines eight macro-forces which are driving changes in business models around the world, and six characteristics of the businesses of the future.

Case Study

This case study explains how EDF, the energy company, introduced a brand character and a renewed focus on being 'better' to increase its market share in the UK.

Article

This article outlines three best practice strategies for engaging with consumers on issues around sustainability and the environment, at a time when people have become sceptical of marketing claims due to exposure to 'greenwashing'.

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 shows how EDF Energy, the UK energy company, differentiated its brand from competitors through a 'low carbon emissions' message to recruit customers more quickly than all other major suppliers.

Article

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

Article

This article discusses changing attitudes towards consumption globally, the rise of the 'sharing economy' and the opportunities this presents for brands.

Case Study

This case study describes Procter and Gamble's, the multinational consumer goods company, sponsorship of the 2012 London Olympic Games which took a different approach to others by focussing on the relationship between athletes and their mothers.

Article

In this article Andrew Marsden looks back at 10 marketing related predictions made five years previously and assesses what has actually happened since.

Article

This article looks at the emerging trend of 'crowd companies' - major brands that are looking to external partnerships, such as with their customers, communities or small start-ups, to influence manufacturing, innovation and sales processes.

Article

This article challenges the conventional ideas that dominate the sustainability debate, arguing that the debate is too focused on present capabilities.