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Opinion

Lennie Stern is Head of Creative and Entertainment Strategies, BETC Paris and a judge of the Effective Content Strategy category in the 2018 WARC Awards.

News

SHANGHAI: PSA Group, the maker of the Peugeot, Citroen and DS car marques, plans to ditch its image as a budget brand in China and instead concentrate on offering SUVs and other non-compact cars for high-end Chinese consumers.

Article

This report explores the evolution of Green Auto, looking at sales and consumer support for hybrid, electric and battery-powered cars, as well as how communications have changed within the industry.

Article

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.

Case Study

Vauxhall, the car company, used surprising social media video to promote its new Corsa car model in the UK.

Article

This article examines what has changed in the car industry as the advent of leasing and renting deals has made consumers less attached to their cars, and technology has shifted focus from mechanics to in-car experiences.

Article

This article introduces a series of papers on marketing automobiles: the different ways that automobiles are marketed and how this will change in the future.

Case Study

This case study describes how Toyota AYGO, a small city car, built a playful campaign around the UK launch of an updated model that increased sales, outsold competitors and brought in new customers.

Case Study

This case study describes how Toyota, the Japanese car brand, built a new communications platform to attract younger buyers, create exciting online content and increase sales.

Article

This paper audits the uptake of mobile with the purpose of inspiring greater and better understanding of mobile content in a context of increased mobile use.

Article

This Company Profile from Euromonitor provides key details and analysis of Banco Santander, the owner of brands such as Abbey and Alliance and Leicester.

Gunn Report

Contains the film creative 'Dog Stretching' for Citroen C3 E-Hdi by the agency Les Gaulois in France.

Case Study

This case study explains how Ford, the car manufacturer, used emotional advertising to attract new customers and increase its price point after rational appeals had pushed its price down in Europe.

Case Study

This case study describes how Mini, the car manufacturer, attracted new customers by focussing on existing customers and their love for the brand in the UK.

Article

This paper summarises the key papers and presentations from ESOMAR’s Asia Pacific 2014 conference covering the latest market research trends and developments across the region.

Article

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

Research Paper

This paper describes research in China which seeks to understand Generation Z through a 'glocal' approach to segmentation.

Research Paper

The purpose of this research is to help better understand the effects of a productharm crisis on crisis and non-crisis brands’ customer perceived value and market competitive structure in the auto industry.

Case Study

This case study explains how Mini, the car model owned by BMW, created a participatory social media and digital out of home campaign to engage consumers in the UK.

Article

This report examines the value of a brand's 'Country of Origin', through research into how consumers define the concept and how important where a product is 'Made In' is to a brand's strength, story and differentiation.

Article

This report looks into the roles of trust and dynamism in appealing to consumers, as the combination of trust and dynamism make the future purchase index more than double, when compared to brand trust alone.

Case Study

This case study describes how Hyundai, the car manufacturer, used digital media to encourage consumers across Europe to 'think again' and choose Hyundai i40, which was a largely unknown model.

Article

This article looks at consumer attitudes to digital commerce and, by looking at millennials and forward-thinking "prosumers", how they are expected to develop in the near future.

Case Study

This case study describes the 2012 official launch of the Mercedes-Benz marque, the smart, in the Ukrainian car market.

Article

The co-founder of ?What If!, the innovation consultancy, shares his ten rules for successful innovation.