Article
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Reed Karaim, Event Reports, ANA Digital & Social Media Conference, July 2017
This event report addresses how Diageo, the alcoholic-drinks company, is approaching the virtual-reality (VR) space.
Article
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WARC Best Practice, August 2017
This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.
Article
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WARC Best Practice, July 2017
This article explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.
Article
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Adam Morgan and Tony Franco, Market Leader, Quarter 3, 2017, pp. 20-25
This article argues that company constraints don't have to be seen as restrictive but rather can encourage creative solutions to do more with less.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study shows how Hemnet, a property search portal, used big data to create the perfect dream home for Swedish buyers and made it available for pre-sale thus cementing its market leadership.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study shows how Ikea, a furniture brand, successfully launched its new catalogue by filming a renowned German literary critic reviewing it.
Case Study
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Marketing Society UK, Excellence Awards, Commended, 2017
This case study shows how Ikea, a furniture brand, became more than an occasional furniture shop, and took up the role of the UK customer's ally in their daily routine.
Article
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Martin Guerrieria, Admap, June 2017
This article examines the rise of the iPhone, its competitive market set, and the future for mobiles in the month of the tenth anniversary of the launch of the iPhone, which proved a game-changing invention.
Article
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Izzy Pugh, Admap, June 2017
This article examines the immense power of Instagram and its wealth of user-generated content, which brands can use to create cultural value that goes beyond products.
Article
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Charlie Ebdy, Admap, Bronze, Admap Prize 2017
This article examines how brands should prepare for the end of TV as the pre-eminent brand-building medium, as TV viewing is disrupted by time-shifted and on-demand viewing.
Article
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Jon Reay, Admap, Commended, Admap Prize 2017
This article examines the rise of online video and on-demand services, cutting across traditional TV audiences, though TV has retained its position as the dominant awareness-raising medium.
Article
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WARC Exclusive, May 2017
This short report summarises the results for the retail category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.
Article
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Lucy Aitken, WARC Exclusive, May 2017
This article reveals how Argos, the UK retailer, emphasised its competitive advantage of same day delivery on over 20,000 products through a series of 80 targeted ads across TV, digital, social and in-store.
Research Paper
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Amy Fridlund and Nikki Feld, ESOMAR, Asia Pacific, May 2017
This paper presents an approach that quantitatively measures conscious and unconscious gender bias across brand touchpoints as determined by the consumer in Australia.
Article
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WARC Exclusive, May 2017
This short report summarises the results for Asia from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.
News
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26 April 2017
GLOBAL: Becoming a successful global brand requires an understanding of local cultures, lifestyles and ideologies, according to two industry figures.
Article
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WARC Exclusive, April 2017
This report analyses the world's best marketing campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.
Article
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Alessandra Cotugno and Sue Mizera, WARC Best Practice, April 2017
This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.
Article
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WARC Exclusive, 2017
This article summarises the results of the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.
Article
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Geoffrey Precourt, Event Reports, ARF Annual Conference, March 2017
This event report details how Coca-Cola, the soft drinks giant, is using pre-testing to drive advertising effectiveness.
Article
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Euromonitor Profiles, March 2017
This Company Profile from Euromonitor provides key details and analysis of Inter IKEA Systems BV. Included is a strategic evaluation with key facts about the Swedish company, competitive positioning against comparative brands, and assessment of its position in the retail market.
Case Study
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Stephanie Scheller, WARC Prize for Innovation, Entrant, 2017
This case study describes how the app Spott was launched in Belgium, offering retail inspiration for viewers and increasing the relevance and attractiveness of content.
Article
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Vincent Rousselet, Market Leader, Quarter 2, 2017, pp. 34-35
This article examines the rise of artificial intelligence usage in marketing and how it will impact the industry going forward.
Article
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Mélanie Chevalier, Market Leader, Quarter 2, 2017, pp. 56-56
In this article, the author highlights the opportunities for international brands looking to invest in the Russian market.
