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Article

Part of WARC's Marketer’s Toolkit 2019, this report explains how marketers can be effective in their use of short-form video.

Article

Part of WARC's Marketer’s Toolkit 2019, this report shows why offline experience will matter as much as online customer experience (CX) in 2019.

Article

Part of WARC's Marketer’s Toolkit 2019, this report looks at the trend of in-housing and whether it provides adequate utility for brands.

Article

Part of WARC's Marketer’s Toolkit 2019, this report looks at how brands should be treating search and its diversification in 2019.

Opinion

Data doesn't tell you everything, warns Harrods’ Amanda Hill, who spoke to WARC as part of a series of interviews with CMOs from around the world for the Toolkit 2019 report.   What are you proudest o...

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.

Article

Explores the changing behaviours and expectations of luxury consumers whose idea of luxury is becoming more experiential and immersive, and driven by technology and on–the–go lifestyles.

News

ASIA PACIFIC: Chinese travellers are becoming less sensitive to price abroad, new figures suggest, as good quality and authenticity grow in importance.

Article

Five trends impacting consumers in Asia – including globalization of work, new approaches to parenting and the popularity of traditional medicines – based on a survey of 26,800 people.

Case Study

Seedlip, a non-alcoholic spirits brand, designed the bottle for its launch based on botanical illustrations to stand out from the sickly sweet non-alcoholic drinks category.

News

HONG KONG: Harrods, the luxury British department store, has no significant physical retail presence in China, yet it maintains a strong relationship with Chinese shoppers through a range of marketing techniques.

Research Paper

Sonae Sierra, an international retail estate company, conducted research to gain insights into shoppers' eating habits and environments in order to improve its food courts.

Article

This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant.

News

BEIJING/LONDON: More than 6m Chinese are expected to travel abroad during the Spring Festival, with the UK among the top destinations for wealthy consumers keen to escape the country's pollution and tap into their love of British brands.

Case Study

This case study describes how MasterCard, a global electronic payment brand, sponsored the 2015 Rugby World Cup in the UK to increase brand consideration and card spend among affluent consumers.

Case Study

This case study describes how M&S Food, a premium food retailer in the UK, launched a campaign to reposition itself, better target consumers and return to growth.

Case Study

This case study explains how MasterCard, the financial services company, created '44 days of craziness' to connect with rugby fans during its sponsorship of the Rugby World Cup.

Article

This Company Profile from Euromonitor provides key details and analysis of LVMH Moët Hennessy Louis Vuitton, the owner of brands such as Christian Dior, Givenchy, Guerlain, BeneFit, Fresh and Make Up For Ever.

Article

This article uses the example of UK retailers M&S Food and Holland & Barrett to show how brick-and-mortar retailers can revitalise by building on their strengths to deliver a unique offline experience.

Case Study

This case study explores how Twinings used innovative packaging to launch a new premium tea range that would take advantage of the nascent super-premium segment of the UK tea market.

Case Study

This case study shows how M&S Food, a British supermarket brand, successfully rebranded its own image towards building a stronger identity and grow its sales.

Case Study

This case study describes how Visa China appealed to the new generation of Chinese travellers to encourage the use of its credit cards on their trips abroad.

Case Study

This entry outlines how Sage by Heston Blumenthal, Breville Group's range of high-end kitchen appliances, was launched into the UK by focusing on 'food thinking' and stimulating interest in the products when customers were at the research stage.

Article

This event report discusses how Harrods, the iconic department store in London, is using gamification to engage consumers.

Case Study

This case study describes how Fortnum & Mason, a long-running specialist premium food store in London, invested in a redesign that would dramatically increase sales of its tea ranges.