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Article

This Company Profile from Euromonitor provides key details and analysis of Pepsi Co, the owner of brands such as Tropicana, Gatorade and Aquafina.

Case Study

Starbucks, a coffee company and coffeehouse chain, engaged with UK customers by launching a social media campaign across a number of years, which saw it make its cups an icon and launch a series of events.

Article

Provides key details and analysis of Nestlé's hot drinks brands, including Nespresso and Nescafé.

News

GLOBAL: Coca-Cola’s acquisition of Costa Coffee marks a significant move by the soft drinks giant into the hot drinks sector and opens up new distribution options and faster overseas expansion for the out-of-home coffee brand.

Article

Provides an overview of the past, present and future of premiumisation, including an explanation of the second wave of premiumisation and long-term global income trends.

Article

Describes how customer loyalty is a myth and that if brands want to stay relevant then they need to stay useful.

Opinion

Some clients withhold their permission for a case to be submitted for the IPA Effectiveness Awards. Here, the IPA Effectiveness Editor Carlos Grande shares seven ways to win them over.

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.

Case Study

The Big Issue, a charitable publication, successfully tackled the stigma around homelessness in the UK by launching its own brand of coffee.

Case Study

This case study shows how McDonald's, the fast food brand, successfully shifted its McDelivery service to an app-based platform, by highlighting a small design feature of its product that continuously updated consumers in the GCC region.

Article

This article looks at how brands can creatively invest over the long term to improve their return on investment.

Article

This event report highlights some of the most questionable advertising efforts from around the world, and assesses the underlying failures that result in this type of material reaching consumers.

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 report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Article

This Company Profile from Euromonitor provides key details and analysis of Dunkin' Brands Inc, the owners of brands such as Baskin-Robbins and Dunkin' Donuts.

Case Study

This case study shows how Costa, a coffee shop brand, took a different approach to creative content to achieve sales growth in the UK.

Case Study

This case study shows how McDonald's, a fast food chain, increased sales in the UK by creating bespoke content to fit the TV shows it had partnered with.

Case Study

This case study shows how Save the Children, a UK charity for the protection of children, increased its audience and funding by promoting a Christmas Jumper nationwide event.

Case Study

This case study shows how Costa, a coffee shop brand, successfully grew its brand affinity and sales in the UK with an integrated campaign.

Research Paper

This paper reports on a multi-method UK study into chatbots and digital assistants (DAs), assessing their utility for brands (are they really a 'brand's best friend'?), consumers' propensity to use them and their potential applications for market research.

Article

This article demonstrates how customer loyalty is being earned by exceeding the functional expectations a customer has and creating emotional engagement through positive experiences.

Research Paper

This article describes how Nescafe used information drawn from a range of sources to make their decision to link coffee with the concept of "Stimulation" while trying to crack the Indian market.

Article

This Company Profile from Euromonitor provides key details and analysis of Starbucks 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 food market.

Article

This Company Profile from Euromonitor provides key details and analysis of McDonald’s 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 food market and food retailing market.

Case Study

This case study explores how Wyevale – the largest garden centre chain in the UK – adopted a three-pronged Food & Beverage development strategy of renovation, innovation and expansion to make the most of its hospitality offerings.