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Article

Walgreens, the health and beauty retailer, is putting its brand at the heart of efforts to transform its wider business.

Article

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

News

NEW YORK: The decision of more than a dozen brands to sever their links with the National Rifle Association in the wake of the Parkland shootings of 17 students and teachers has increased pressure on others to dump the gun lobby as a boycott ...

Article

Blue-chip companies were not ready for digital and the start-ups that grew from it; they now need to adapt to the new rules.

Case Study

Logistics company UPS used PR to reposition the brand as a partner to help solve business problems in order to grow its business in Asia.

Research Paper

This report looks at how experience drives success with the Experience Index and which brands were the highest performers for consumer experience in 2016.

Article

This article looks at the changes currently occurring in the retail industry and at how the future of retailing will look.

Article

This event report covers attempts by FedEx, the delivery company, to utilise brand journalism as a means of securing deeper engagement.

Case Study

This case study demonstrates how FedEx, one of the biggest courier delivery service companies in the world, achieved a stronger connection with Millennials in the US by focusing its communications around what matters to its target audience.

Case Study

This case study shows how UPS, a delivery service brand, increased brand affinity within the Chinese market by repositioning itself as the future partner of Chinese manufacturers.

News

NEW YORK: Marketers are fully aware that current client-agency relationships face a series of challenges, ranging from transparency to more activities being taken in-house, but a new study has identified 40 strong relationships that have endured.

Case Study

This case study explains how UPS, the package delivery company, shifted its communications to focus on problem solving to appeal to small and medium sized businesses in the UK and Germany.

Case Study

This case study explains how Unisys, an IT services and support company, used targeted direct mail and free running shoes to book meetings with executives at American Fortune 500 companies, leading to $100 million in new business.

Article

This article provides marketers with guidance on how to select the right metric to measure the effectiveness of marketing campaigns.

News

ARLINGTON, VA: The importance of efficient and convenient delivery options in an increasingly competitive global e-commerce market has been emphasised in a new survey that finds consumers will readily abandon purchases if left unsatisfied.

Article

This report explores excellence in connection strategy, channel analysis and measurement, by studying the entries to the 2015 Warc Prize for Connection Strategy.

Article

This article outlines 10 key ways to boost brand value based upon an analysis of what unites the world's biggest and most valuable brands, including the likes of Coca-Cola, Nike and Disney.

Article

This report describes the explosion of programmatic in China and examines the implications of marketing automation for its media landscape.

Article

This article presents six models – organised around the 'who', 'how' and 'what' of retail – that operators will need to embrace in order to ensure successful shopper marketing strategies to 2025.

News

AUSTIN, TX: Brands need to demonstrate their usefulness to consumers rather than promising what they may not be able to deliver, according to a new report which found that Amazon is the most useful brand in the US.

Article

This event report shows how The Martin Agency helped create an innovative brand extension for Benjamin Moore paint.

Case Study

This case study describes how the United States Postal Service partnered with a blockbuster film to regain its position as a trusted postal carrier.

Research Paper

Sponsorship activations can differ either according to their focus (on the brand versus on the event), or their scope (promoting a product versus a corporate image).

Opinion

Here are the results of the latest assignment from A[P]SOTW – Advertising [Planning] School On The Web.

Article

This article argues that big data can enhance creativity in advertising by creating a closer-to-real-time feedback loop that helps creatives improve their work.