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Article

This article describes how brands can cut through marketing noise and draw their audience's attention to a specific form of communication in preference to other distractions.

Article

This article looks at what marketers can do to ensure that communications before a brand launch or extension are effective and help build lasting success, and how that success can be measured.

Article

This paper discusses how best to manage agencies from a client's point of view; including an overview of relationship models, and recommendations on effectively managing outsourced communications.

News

Marketers are interested in applying neuroscientific learnings to a growing range of activities – be it segmentation, touchpoint optimisation or media planning – according to their reading habits on Warc in 2016.

Case Study

This case study describes how TSB, a bank created from the break-up of Lloyds Banking Group in the UK, launched its new brand values to grow the business.

Article

This report analyses how food advertisers can reinvigorate declining brands by using a brand's heritage in different ways.

Article

This event report covers Newsworks' Effectiveness Summit, in which three studies were advanced, covering brand health, effectiveness, and ROI; compelling evidence was heard that news brands are still very effective in the media mix, and that publishers may have swung too far toward digital.

Article

This report describes how EMEA food brands have successfully relaunched.

Article

This article offers the video presentations of three speakers at BrainyBar, an event showcasing the challenges and implications behind the latest techniques in neuroscience and implicit testing, and exploring how they are driving successful insights in the world of marketing.

Article

This event report discusses neuroscience as an effective tool for marketers that can inform creative, better understand emotions, and move towards "more human communications".

Case Study

This case study details a re-branding campaign for Genius, the gluten-free brand, responding to growing pressure in the UK in an increasingly mainstream market.

News

LONDON: Coca-Cola has retained its position as the world's most popular FMCG brand, although the beverage faces a growing challenge from some household goods, according to new global rankings from Kantar Worldpanel.

Opinion

Imagine someone persuaded Ferdinand Magellan and his crew to abandon the Great Big Victoria in exchange for 271 canoes to help them successfully cross the Pacific.

Article

This event report assesses the failings often demonstrated by attempts to place a value on brands, and suggests the discipline is in need of a significant overhaul.

Article

This article describes how agency strategists/planners gain and use insights - and what type of insight is useful when developing a marketing or communications strategy.

Case Study

This case study explains how Premier Inn, the budget hotel chain in the UK, built its brand to expand its business despite a stagnant market.

Case Study

This case study explains how the New York Bakery Company grew sales by growing the bagel market in the UK, redefining its brand image to convince people that bagels are more versatile than previously thought.

Article

This case study shows how Fox Sports, the US TV channel, used biometric testing to evaluate the effectiveness of a new 'double box' ad format.

Article

This case study explains how Budweiser, the beer brand, used facial image techniques to understand how well animatics predict the effectiveness of finished ads.

Article

This case study describes how PepsiCo used implicit response testing to create a roadmap for the extension of its Doritos snack brand.

Article

This article explores advances in neuroscience marketing research, how brands are using them and what challenges remain for the future.

Article

This case study explains how De Hypotheker, the Dutch mortgage adviser, used neuromarketing technique fMRI testing to guide creative development, optimise copy and predict effectiveness.

Article

This article presents findings and recommendations from the Advertising Research Foundation's Neuro 2 study, which examined the effectiveness and value of neuroscience based marketing research.

Article

This case study explains how Hovis, the UK baker, used implicit response testing to understand what drives purchase intent in a low-involvement category.

Article

This case study describes how American Express (Amex), the financial services company, used a neuromarketing technique - Steady State Topography (SST) to optimise advertising creative.