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Article

This paper explains how luxury brands need to adapt to an evolving market comprising digital opportunities, millennial shoppers, the concept of "affordable" luxury and the need for strong, personalised brand-consumer relationships.

Article

This report examines global trends in digital marketing as digital is capturing a greater portion of new marketing dollars and overtaking TV in many markets.

Article

This Company Profile from Euromonitor provides key details and analysis of Air France. Included is a strategic evaluation with key facts about the Paris-based company, competitive positioning against comparative brands, and assessment of its position in the travel and tourism market.

News

AUSTIN, TX: General Electric, the conglomerate, has successfully demonstrated how livestreaming can offer a unique view on the most unlikely of subjects, with its "Drone Week" campaign securing significant consumer engagement.

Article

This event report outlines how General Electric, the industrial conglomerate, utilised livestreaming app Periscope as a marketing opportunity to provide a unique perspective into its business.

Article

This Company Profile from Euromonitor provides key details and analysis of Red Bull GmbH. Included is a strategic evaluation with key facts about the Austrian company, competitive positioning against comparative brands, and assessment of its position in the soft drinks market.

Article

This article looks at the key developments, and available hardware for virtual reality, arguing that this new way of viewing is the next big thing.

Article

This event report outlines General Electric's approach to marketing as it becomes a "digital industrial" company which is focused on connecting large industrial goods to the internet.

Article

This article highlights seven attributes that drive brand success, supported by examples of campaigns aired during the 2015 Super Bowl.

Case Study

This case study describes how Killer Jeans, the Indian clothing brand, sought to convince its core target youth audience that an environmental cause was fashionable.

Case Study

This case describes how Etch A Sketch, an iconic drawing toy, seized upon a chance remark made during the 2012 US presidential election to generate large amounts of earned media and increase sales.

Article

Wealthy Indians represent a source of enormous potential for global luxury brands, according to the authors of this paper.

News

MILAN: Major brand owners may have artificially large fan bases on Twitter, as many of their followers on the microblogging service are "bots" rather than real users, a report has suggested.

Research Paper

A paper discussing the role of opinion research, arguing that the discipline could become the hub of inspiration for corporate communications.

Article

This article examines what the future holds for the airline industry. Economic findings suggest that low-cost carriers will continue to grow, as they provide relevance to financially-constrained passengers by utilising maximum efficiencies.

Case Study

Could another Swedish vodka take on Absolut and win? SVEDKA rose from upstart to contender in just five years, blowing away all internal goals and established category records.

Article

This paper provides an overview of the video displays industry, primarily in the United States. This industry includes flat panel display TV and PC screens as well as a wide range of smaller, portable consumer devices such as cell phones and digital cameras.

Article

This paper provides an overview of the micromachines and nanotechnology industry, primarily in the United States.

Article

This paper provides an overview of the artificial intelligence industry, primarily in the United States, which is a sector broadly concerned with the creation of machines capable of learning and intelligent thinking as well as computer-based systems that can learn from past behaviors and apply that knowledge to solving future problems.

Article

Accessing social networks via a mobile device is rapidly becoming the norm in the UK and beyond. A survey by Kinetic in October 2010 showed that 46% of people access Facebook via their mobile phone while they are out and about.

Article

This briefing offers an overview of the history, theories and key trends related to Twitter. It summarises characteristics of different uses and users of the micro-blogging website.

Case Study

Early 2009: as the economy plunged, greedy bankers and business chiefs monopolized the news with their fiscal irresponsibility.

Research Paper

Technology has revolutionised the way we work. Personal computing freed us from the restraints of the mainframe.

Article

In this paper, Geoffrey Precourt, WARC’s U.S. Editor, examines the trends demonstrated by the short-listed entries to the 2009 Jay Chiat Awards.

Article

A panel session on the potential of Twitter as a brand marketing channel is the subject of this report by WARC's U.S.