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Article

Provides guidance and key reading on branded utility and how brands can add value to people's lives, including how big data and digital media can help marketers meet and even anticipate consumers' needs.

Article

Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.

Article

Surveys and summarises guidance and reading on the topic of NPS, a measure of customer satisfaction and a useful metric for evaluating brand health.

News

Tencent Music Entertainment Group, which is owned by Chinese tech firm Tencent Holdings, launched on the New York Stock Exchange this week as it indicated it aimed to boost the number of people in China prepared to pay for music streaming.

News

In the midst of a turbulent week in British politics, as Prime Minister Theresa May battles to save her withdrawal agreement with the European Union, marketers in the UK have expressed alarm at the consequences of the country leaving without a ...

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Article

This article examines marketing-mix models and how data issues are limiting marketers’ capabilities. As the Internet grew in the nineties, challenges emerged for the availability of causal data that fueled marketing-mix models, as it created difficult-to-measure touchpoints.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Research Paper

This article looks at how companies can rebuild trust with consumers over the use of their data with the advent of increasing regulation, such as GDPR.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Article

L'Oréal, the beauty company, has built out market insights and foresight capabilities as it seeks to prepare for an increasingly complex future.

News

Following a difficult year, WPP’s new CEO Mark Read has announced a three year plan for “radical evolution” at the holding group, with a wide-scale shake-up including job cuts and the unveiling of a new position: WPP is now a ...

Article

MetLife, the insurance provider, has shifted its marketing into more emotional territory in a bid to engage consumers in more resonant ways.

News

Australia’s Competition and Consumer Commission has unveiled proposals that aim to force two of online advertising’s most significant companies – Google and Facebook – to cede the dominant position they have developed.

Opinion

The quality of insights has been getting better at Visa, now it’s time to tackle attribution, says Freddie Covington, APAC SVP Marketing & Cross Border, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.

Article

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

News

US companies are investing in data for marketing purposes as never before, according to new research that links the trend to the central role programmatic advertising now plays in the industry.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

News

Banking is changing rapidly in the digital age as the industry responds to consumers’ demands for an approach that mirrors their experiences elsewhere – a development that is one of Admap’s Drivers of Change in 2019.

Article

This article examines and provides guidance for marketers attempting to understand awareness, covering approaches, definitions and key insights.

Article

Explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.

Opinion

This month’s Admap focuses on Drivers of Change in 2019, exploring five key trends – data privacy, smart cities, digital youth, health and wellness and the evolution of banking – and how they will impact marketing over the next 12 months.

Case Study

Hotel group Marriott created a partnership with football club Bayern Munich, in order to rebrand its Courtyard offering and boost loyalty and sales in Germany.

News

Martin Sorrell’s S4 Capital has acquired the US programmatic advertising company MightyHive in a deal that points to the group’s strategic aspirations in-house.