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Article

Provides guidance, best practice, and reading on viewability - a pressing issue in digital advertising, as agencies are demanding 100% viewability with new verification techniques; improvements can drive a significant ROI improvement.

Article

Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand growth strategies.

Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

Article

Outlines three key trends that can build brand connections in an age where technology is removing friction from people’s lives and giving them a greater ability to choose what they want, when they want it and how they want it.

Opinion

The Association of National Advertisers’ annual Masters of Marketing conference painted a depressing picture, says Gareth Kay, with driving greater efficiency being lauded over the creation of valuable brands and end-to-end brand experiences.

Article

This article explores Google and Facebook's digital duopoly, as the two largest players in the digital advertising market are growing faster than any other competitors.

News

LONDON: Online retailer Very grew steadily over its first five years, but it was a shift in perspective in 2015 that accelerated its expansion to become a £1.2bn business.

Article

In just seven years online retailer Very has become a significant business and the driver of growth for owner Shop Direct.

News

LONDON: The context of a customer’s decision is fundamental to the effectiveness of marketing communications, new research by Les Binet and Peter Field shows, though findings from the pair’s landmark studies remain true.

Opinion

Praise, prestige, recognition and reward are within your grasp… that is if you can prove the value of your expertise.

Article

The Fluent Device is a creative conceit (slogan or character) that is used as the primary vehicle for the drama of a long-running campaign; here a behavioural expert explains why they are effective.

Article

Les Binet and Peter Field have undertaken new research based on the IPA Databank, exploring marketing effectiveness in a time of relative digital maturity.

Article

There's more data than ever, but analytics is more complicated and more diverse than it has ever been before; with more being measured, finding out what you need to know is more important than ever.

News

LONDON: The Advertising Association (AA), the industry’s trade body, has launched a major campaign to ensure the UK continues to welcome talented workers from abroad after the country leaves the European Union.

News

LONDON: Marketing effectiveness is increasingly seen as being primarily about business outcomes rather than being limited to marketing itself, with major FMCG companies among those creating senior roles and dedicated teams to address the issue.

Article

The way businesses think about the effectiveness of their marketing is changing from a justification of expenditure toward clarifying and optimising marketing spend toward business outcomes.

Case Study

Sainsbury's, a British supermarket chain, transformed itself from making seasonal retail Christmas ads to creating Christmas campaigns that are now arguably amongst the most eagerly anticipated ads of the year.

Case Study

This case shows how Sixt, a UK car rental company, increased its market share and consideration by appealing to every driver's smugness.

Case Study

Sugar Smart, a health app, successfully helped UK parents cut their children's sugar intake, and became the most popular app on launch week.

Case Study

Samsung, a technology brand, partnered with the comedian Jack Whitehall to introduce its 'Samsung School Of' campaign to help drive brand love in the UK.

Case Study

John Lewis, a UK retailer, successfully launched several Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.

Case Study

Dove, the personal hygiene brand, successfully developed a campaign that challenged women's perception of beauty throughout the UK.

News

LONDON: Businesses with a strong marketing effectiveness culture are fitter and better able to deliver targets, according to a new study which highlights five behaviours that successful organisations are practising.

Article

This paper advises on how to develop a communications strategy and outlines the skills that need to be employed in strategic thinking for anyone in an account planning role.

Article

This article describes some of the applications and use cases for AR at all stages of the shopper journey, backed by omnichannel purchase journey insights, creating a new concept dubbed Augmented Retail.