Research Paper
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Fiona Blades, ARF Experiential Learning, Audience Measurement, June 2017
This study looks at how Delta Air Lines, a US aviation company, developed a new key metric to evaluate its marketing effectiveness.
Article
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Stephen Whiteside, Event Reports, Collision Conference, May 2017
This event report outlines how United Airlines, the air carrier, is seeking to recover after a profound brand crisis.
News
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02 May 2017
NEW YORK: Negative perceptions of United Airlines' corporate reputation increased 500% following the April 9 passenger incident, according to new research.
Article
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Fiona Blades, WARC Best Practice, March 2017
This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.
Article
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Euromonitor Profiles, February 2017
This Company Profile from Euromonitor provides key details and analysis of Southwest Airlines Co. Included is a strategic evaluation with key facts about the American company, competitive positioning against comparative brands, and assessment of its position in the transport category.
Article
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Euromonitor Profiles, October 2016
This Company Profile from Euromonitor provides key details and analysis of Air France. Included is a strategic evaluation with key facts about the Paris-based company, competitive positioning against comparative brands, and assessment of its position in the travel and tourism market.
Article
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Euromonitor Profiles, October 2016
This Company Profile from Euromonitor provides key details and analysis of Qantas Airways Ltd, the owner of brands such as Qantas holidays and Jetconnect.
Research Paper
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Catherine Moger Rickwood, Caroline Smiley, ESOMAR, Congress, New Orleans, September 2016
This paper explains how the US-based Delta Air Lines introduced Snackables, a new report format, in order to change the perception of research within the organisation and provide increased value, without increased research spend.
Case Study
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Cannes Creative Lions, Creative Effectiveness Lions, 2016
This case study looks at JetBlue, a US airline that had to begin charging for checked bags – something it had always avoided – by asking people to value a broader take on humanity than freebies.
Case Study
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Effie Worldwide, Finalist, 2016
This case study analyses how Southwest Airlines, a US airline and the world's largest low-cost carrier, developed a new brand identity in the US.
Research Paper
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Catherine Rickwood and Caroline Smiley, ARF Experiential Learning, Audience Measurement, June 2016
This paper argues that the adoption of in-market measurement techniques, as exemplified by Delta Air Lines, is essential in order for brands to keep pace with a rapidly evolving marketing environment.
Research Paper
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Abas Mirzaei, David Gray, Chris Baumann and Lester W. Johnson, Journal of Advertising Research, Vol. 56, No. 2, June 2016, pp. 169-182
Can a brand's "health" be associated with a company's advertising-spending patterns? The authors of the current study applied their own definition of a "healthy brand"—a brand that "experiences sustained year-on-year growth in brand sales over the long term" (Mirzaei, Gray, and Baumann, 2015)—to a model that builds on earlier brand-performance and ad-budgeting theories.
Article
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Fiona Blades and Ralph McDevitt, Admap, March 2016, pp. 10-12
This article explains the uses and benefits of new techniques for measuring share of brand experience (SOE) as a more accurate metric of customers' contact with brands.
Research Paper
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Fiona Blades, MRS Awards, Finalist, December 2015
This case study demonstrates how Experience Driven Marketing (EDM) is used to understand how and where to invest in brands.
Article
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WARC Trends, Toolkit 2016
This article, taken from the Warc Toolkit 2016 report, looks at developments in attribution and modelling, including new forms of campaign analysis.
Article
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Euromonitor Profiles, October 2015
This Company Profile from Euromonitor provides key details and analysis ofInternational Airlines Group, the owner of brands such as British Airways and Iberia.
Research Paper
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Jenni Romaniuk, International Journal of Market Research, Vol. 57, No. 5, 2015, pp. 673-676
This article responds to the Viewpoint 'The power of brand love' in this issue of IJMR, arguing that the authors fall short in two key areas: the relationship stages don't fit with decades of evidence about buyer behaviour, and when using BERA scores, correlation does not mean causation.
Article
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Euromonitor Profiles, September 2015
This Company Profile from Euromonitor provides key details and analysis of Deutsche Lufthansa, owner of airline brands including Lufthansa, Swiss and JetBlue.
Article
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Euromonitor Profiles, September 2015
This Company Profile from Euromonitor provides key details and analysis of LATAM Airlines Group SA, the owner of brands such as LAN Argentina, Air Class, and MasAir.
News
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20 July 2015
NEW YORK: Brands may benefit from focusing on their "share of experience" – a strategy employed by Delta Air Lines to gain a more holistic picture of how it is performing with consumers.
Article
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Geoffrey Precourt, Event Reports, ARF Audience Measurement, June 2015
This event report discusses how Delta Air Lines determines its standing with consumers based on their holistic experiences, rather than just responses to its paid-media output.
Article
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Ted McConnell, WARC Exclusive, July 2015
In this collection of articles the various elements of the online advertising ecosystem are explained.
Article
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Ted McConnell, WARC Exclusive, July 2015
The Programmatic Primer is designed to enable advertisers to take advantage of the opportunities offered by programmatic advertising.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015
This case study describes how British Airways grew its market share from a low of 7% by identifying a demographic of Indian ex-pats in North America who flew home at least once a year.
Research Paper
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ARF Experiential Learning, Audience Measurement, June 2015
This paper argues that before planning communications, brands should understand how people are experiencing its brand, and explains how this can be done with reference to the experience of Delta Airlines.
