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News

LONDON: The reputation of companies operating in the UK has declined for the first time since the financial crisis of 2008, according to a new study that suggests there has been a major drop in trust and confidence in UK brands over the past year.

Article

British companies must renew their focus on innovation if they do not want to stagnate in the long term.

Article

Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.

Article

As cars evolve, so too does their marketing and traditional product-led advertising is giving way to a new approach as in-car technology takes centre stage.

Article

As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.

News

BEIJING: The shift towards electric cars in Asia is gathering pace, as China looks to increase their sales to counter urban air pollution, with expected knock-on effects across the rest of the region.

Research Paper

This report explains the challenge for global brands of creating cultural impact and provides seven best practices for brands to become a global icon whilst retaining strong local relevance.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Article

This article summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).

Case Study

This case study shows how Audi, the car manufacturer, increased brand awareness and sales in the UK by using a three-phased campaign focused on its cars' engineering beyond speed.

Article

This article explores how mothers across Asia consume content and explores characteristics of a very diverse demographic.

Article

This article examines best practice in influencer marketing, including how to identify the right influencers, how to approach them and how to measure the effectiveness of the campaign.

News

LONDON: Consumers in the UK now regard corporate governance and citizenship as more important to a brand's reputation than innovation, leadership or performance, a new report has found.

News

LONDON: BT Sport, MasterCard and Whirlpool are among the 20 brands from around the world that judges have shortlisted for the Warc Innovation Awards.

Case Study

This case study describes how tech company Dyson aimed to get elite talent to apply to work for the company globally through Rethinkers, a cryptic online challenge.

News

LONDON: As the UK prepares to leave the European Union, the British government has released its long-awaited digital strategy, which prioritises skills, infrastructure and innovation.

Article

This article looks at how individual-level data can be aggregated to account for offline activity to help marketers measure the ROI of online touchpoints.

Article

This article posits that a mindset change is necessary to help ROI modelling become effective, using six strategies that include elastic nets and machine learning to transform data into insights.

Research Paper

This article looks at how the use of heuristics in ads can predict the effectiveness of campaigns, suggesting they are important in decision-making.

Article

This article sets out ten steps marketers should take to achieve success when implementing cross-channel attribution in order to gain better understanding of media impacts across all channels.

Article

This article introduces a series of articles on measuring marketing effectiveness, celebrating the often unseen and unnoticed work of econometricians in determining what advertising works and why.

Article

This article examines the relationship between TV and digital in terms of how brands can best optimise their reach when allocating budget across the most efficient media partners.

Article

This article presents an eight-point checklist that will show how to optimise digital spend at a tactical level, including what data is needed and what techniques can be used.

Article

This article examines how attribution modelling has emerged as a dynamic alternative to macro marketing mix models and helps marketers move from measuring to managing ROI - but the science is still raw, so the industry will have to integrate the best of both.

Article

This article outlines the steps required to create truly effective advertising, such as including a reason to purchase, brand recognition, pretesting and amending - and, not least, thinking of the long-term strategy.