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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.
Research Paper •
When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.
Article •
Global strategies, campaign updates and trends in content marketing.
Article •
This article considers the relationship of semiotics to science. A history of semiotics is provided.
Opinion •
Some brands that hit the headlines for the wrong reasons disappear, others seem to miraculously bounce back.
Article •
This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
Research Paper •
IKEA, a furniture retailer, broke three norms when conducting global research to create its Life at Home Report.
Research Paper •
IKEA, a furniture retailer, combined all the different survey data streams from test countries Japan, Saudi Arabia and the UK to discover the impact that in-the-moment experience has on future share of wallet.
News •
There is an urgent need for ‘data democratisation’ in bigger companies that extends beyond simply giving marketers access to data from related silos, a global SEO specialist has said.
Opinion •
In December 2017, we wrote about what would happen in the next twelve months. WARC’s Head of Content, David Tiltman, looks at how we did ahead of our predictions for 2019.
Research Paper •
Respondi, the market researcher, and the research non-profit Center for American Progress partnered in France, Germany and the UK to understand whether connected technologies are beneficial or detrimental to well-being.
Research Paper •
YouGov, a global data and analytics group, unveiled consumers' appetites for new technologies in the UK, Germany, France and the US to improve marketing effectiveness.
Research Paper •
Insight innovation hub, TFTK, implemented its innovation diffusion model to help businesses spot long-lasting cultural trends and innovation opportunities in the UK.
News •
In retrospect, 2018 will be regarded as the year purpose went mainstream, says the chief marketing officer of IKEA in a new WARC report that highlights brand purpose strategy trends for effective marketing.
Article •
Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.
Article •
Leading-edge consumers can upend consumer insights strategies for brands looking to achieve cultural relevancy.
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.
News •
The first IKEA city-centre “Planning Studio” has opened in London, marking a new approach for the Swedish retailer, famous for its flatpacks and out-of-town warehouse-sized stores.
Case Study •
IKEA, a furniture retailer, renewed its market-leading position with a creative campaign that combined surreal imaginings with everyday life.
Case Study •
IKEA, a furniture retailer, connected with US college students and cut through the usual clutter of back-to-school marketing to deliver an ad inspired by the phenomenon of autonomous sensory meridian response, a tingling sensation prompted by certain sounds. The campaign garnered 88 million organic impressions.
Article •
Google is placing its bets on the future of data-driven video.
News •
Brands around the world set a low bar for the experiences they deliver and struggle to keep up with consumers’ expectations, according to a new report from Jack Morton.
News •
SHANGHAI: Multinational brands are losing the loyalty of Chinese consumers as shoppers turn to local competitors, according to new research revealing the country’s top 50 brands.
Article •
Kingspan Group, the building materials firm, made effective use of analytics as part of the launch program for its Kooltherm insulation product.
Case Study •
Lamb, a meat brand by Meat & Livestock Australia (MLA), transformed a business experiencing five years of flat-line sales with the You Never Lamb Alone campaign.