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Opinion

The General Data Protection Regulation (GDPR) is more than a compliance challenge; it’s a rare opportunity to build customer relationships around trust and clarity – a once-in-a-generation change in how businesses and their partners handle consumer data, argues Doug McPherson of OpenX.

Data

This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry.

News

LONDON: As companies scramble to prepare for GDPR – now less than 100 days away – a new study suggests that an important change in consumer attitudes to data and privacy is taking place.

News

LONDON: Recruitment advertising for the British Army came in for a blast of criticism last month, but its creators have argued the need to look beyond the “18-30 holiday with helicopters and guns” approach if challenging targets are to ...

Article

Details nine key points that brands need to know about GDPR (General Data Protection Regulation) and explains how it provides an opportunity for brands to address key issues with digital marketing and build consumer trust.

News

LONDON: Advertising mail does not have a high industry profile but even in the digital age it remains a major media channel – worth £1.7bn – and one that now has a currency to support media planning.

Article

At a recent WARC event, the John Mitchison, Head of Preference Services, Compliance and Legal at the DMA, shared the association's checklist for marketers when approaching GDPR.

Article

Key tips on delivering effective digital customer experiences, an area of increasing importance as customers are putting less emphasis on the products they buy from brands and more on the experience they receive.

Article

Mercedes-Benz, the automaker, employed an innovative storytelling approach to help explain its complex 4MATIC four-wheel drive system.

Article

Management of data risk should be seen as an opportunity, rather than a box-ticking exercise, for organisations to build stronger customer relationships.

News

LONDON: A campaign from the British Army and Karmarama, has won the Grand Prix at the DMA Awards, having incorporated new technology into its strategy to accurately target those most likely to apply.

Case Study

Cargo handling company IAG Cargo attracted SME freight forwarders in the UK through an always-on loyalty programme tailored to their passion points.

Case Study

Bacs, an IT service management company, personified its Switch Current Account Service in the UK to empower consumers to switch and build awareness.

Case Study

Furniture retailer IKEA sent handwritten postcards to its mail subscribers to boost email opt-ins in the UK.

Case Study

Channel 4, a British public-service television broadcaster, built a bespoke email using CSS animation to promote the England vs Scotland UEFA Women’s championship game on live TV and All 4.

Case Study

Scope, a pan-disability charity in England and Wales, created Mindful Monster character cards to attract new audiences and regular donors.

Case Study

High-end department store John Lewis enriched its my John Lewis loyalty scheme in the UK to bring customers closer to the brand.

Case Study

Durex, a condom brand, created ‘Do Not Disturb’, a mini-documentary on YouTube that filmed couples on holiday without their digital devices to associate the brand with couples connecting emotionally.

Case Study

What3Words, a geocoding system, created unique pictorial envelopes as part of an addressing system to help deliver mail in developing countries.

Case Study

The Economist, a British newspaper, used conversation of the 2017 UK snap general election to encourage people to subscribe to, or request a free copy of, the paper by utilising Snapchat, press ads and reactive outdoor.

Case Study

Pet supplies retailer Pets at Home enhanced its VIP loyalty club to deliver more personalised content and strengthen its relationship with per owners in the UK.

Case Study

Financial services company Legal & General encouraged understanding of the importance of life insurance by emotionally connecting with parents of young children in the UK.

Case Study

Great Western Railway, a British train operating company, created a ‘keepable’ door drop campaign that featured stickers and graphics to encourage consumers to find new and exciting destinations.

Case Study

Hackett, a British menswear retailer, created a personalised digital gentleman's club to collect customer details from in-store visitors across Europe.

Case Study

Honda, an automotive brand, successfully maintained its position as market leader in the UK by introducing a tool that matches customers with its best fit motorcycle and provides steps to help them pass their test.