Get a demo Do I subscribe? News sign-up Sample reports

Search in

Show only

Date Range

Search within

Categories

Brand

Country

Source

Index

21,596 results found
Sort by

News

NEW YORK: National brands that move into direct-to-consumer online sales face an often unacknowledged challenge to profit margins, according to a paper in the Journal of Advertising Research (JAR).

News

Here’s what you need to know this week: The seven skills marketers need GLOBAL: The best marketers possess a number of “soft skills” that enable them to get the best work out of their creative agency partners and deliver business ...

Opinion

What’s the right way to reward agencies? Richard Bleasdale, Managing Partner, Asia Pacific at The Observatory International, explains why change is coming.

Opinion

Strategy is a lot bigger than advertising, or even communications, argues Zeus Jones’ Adrian Ho. Strategic skills are fundamental to almost every aspect of business and should be allowed to stand on their own.

Article

QVC, the shopping network, has enhanced its digital activities in various ways as it reflects changing habits and new opportunities for its brand.

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across the UK on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

News

CANNES: Marketers in the beauty sector may need to rethink some of the fundamentals of their craft, right down to how they name products, if they are to succeed in the voice ecosystem, Antoine Borde, L'Oréal’s global e-commerce ...

Article

Bose, the audio equipment manufacturer, is using sponsorship in an increasingly nuanced and powerful fashion to build its brand.

Opinion

Complexity is the new normal, says Facebook’s Planning Director, Ian Edwards, as he explores the necessity of communications strategy.

News

ASIA PACIFIC: Consumers in Asia Pacific may love the experiences and convenience offered by apps, but a recent study has found that a majority (53%) across the region now regard security as their most important consideration when it comes to using ...

Article

This article offers tips for brands starting out in the China market, including social media strategies, required business licenses and the “lifestyle upgrade” trend.

Article

Everyone has their own perspective on the challenges facing the advertising industry.

Article

When Diversey, a provider of B2B cleaning products, lost its way after repeatedly changing hands, it turned to semiotics to reposition and rebrand itself.

News

SHENZHEN: OnePlus, the upstart Chinese smartphone manufacturer, has charmed techies and consumers alike with its high-tech, reasonably priced phones.

Opinion

As the ownership of strategy becomes ever more fluid, Frank Reitgassl, former head of strategy at BBH and director of brand strategy & creative at Mondelez, argues in this essay for WARC’s Future of Strategy 2018 report that the most important attribute of a planner is generosity.

Opinion

Marketing’s problem is that it controls relatively few business growth levers, says Dan Burdett, Chief Marketing Innovation Officer EMEA, eBay, in an essay for WARC’s Future of Strategy report 2018 .

Opinion

Nicole Kane, Director of Global Media at McDonald’s and Chair of Judges for the WARC Media Awards’ Effective Use of Data category, spoke to Lucy Aitken about what she wants to see in this year’s papers.

Article

L'Oréal, the beauty company, believes e-commerce is essential for its future growth, and is thus attempting to prepare for the next wave of innovation in this space.

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

News

CANNES: PepsiCo, the food and beverage giant, is rigorously tracking the latest trends relevant to its categories to help drive innovation, brand strategy and even potential acquisitions.

Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

Research Paper

Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests.

Article

As market researchers get largely criticized in their ability to properly measure the world we live in, the author argues that they should reconsider "survey methods" less as "traditional research" and more as a "paradigm" in the Khunian sense.