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Opinion

Kantar Millward Brown research into the last three years of TV Christmas ads in the UK explores what successful spots do, and what distinguishes an effective strategy at this time of year from ads at any other time.

News

John Lewis, the UK department store, launched its traditional blockbuster Christmas ad yesterday, but new research from America suggests the quality of video ads is more important than budget, especially for small and medium-sized businesses.

News

As the nation awaits the annual John Lewis opus, there are signs that UK retailers are taking a different advertising approach this year, eschewing blockbuster ads in favour of more direct appeals to get shoppers through their doors.

Article

Provides marketers with information and guidance about luxury brand advertising.

Article

The British retailer John Lewis has embraced the impact of digital on its physical presence, and has developed a strategy to bring both sides together for commercial success.

Article

Jamón is hugely popular in Spain but the market is fragmented; Navidul is one of the few major players in dried ham, claiming 92% brand awareness, thanks to its understanding of purchase behaviour.

Article

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.

Article

Addresses how marketers should balance short-term and long-term marketing activity and how these activities work together across different categories.

Opinion

Multiple Gold IPA Effectiveness Award winner Tom Roach, Head of Effectiveness at BBH London, shares a personal perspective on the value of writing an IPA Effectiveness entry, and reveals the top 20 IPA case studies on WARC.

Article

Looking at the three challenges brands face when pursuing common knowledge which has implications across the marketing discipline.

Opinion

Interruption is annoying, so why does modern marketing continue to annoy people? Mike Teasdale considers the new etiquette to interrupting your audience, and the campaigns that have done so effectively.

Case Study

Virgin Media, a telephone, television and internet services brand, increased its brand attribution in the UK by launching a series of TVCs to show why it was superior compared to competitors.

Case Study

John Lewis, a UK department store, outlines its effective communications strategy around the year which works in tandem with its Christmas campaign and which contributes to 80% of sales and 60% of profits.

Case Study

Art Fund, an independent membership-based British charity, increased awareness of its Art Pass in the UK by launching a multimedia campaign, which included a film and Student Art Pass Tinder profile.

Case Study

DFS, a furniture brand, explains how it partnered with various brands and redesigned its TVCs to become more engaged with, and relevant to, its target in the UK.

Case Study

Ribena, a blackcurrant-based uncarbonated soft drink, moved away from its heartland 'in-home squash drinking' to focus on its ready-to-drink (RTD) range by launching a TV and VOD campaign.

Case Study

Tesco, a supermarket chain, increased customer's perception of the brand as helpful and good quality in the UK by reconnecting with its Every Little Helps message through TVCs that showed its helpful initiatives.

Case Study

Sainsbury's, a supermarket chain, used the power of entertainment to boost brand profile in the UK at the most important time of the year, Christmas.

Case Study

Aldi, a value supermarket chain, developed a creative communications strategy that made them the fastest growing supermarket chain in the UK at Christmas in both 2016 and 2017.

Case Study

IKEA, a furniture retailer, renewed its market-leading position with a creative campaign that combined surreal imaginings with everyday life.

Article

Brent Nelsen, partner, svp/director of planning at Leo Burnett Canada, was a judge in the Creative Effectiveness category at the 2018 Cannes Lions, and can offer unique insights into how brands can succeed in this contest.

Opinion

This month, John Lewis is that brand which has achieved the highest uplift in its Ad Awareness in the UK.

Research Paper

This article is concerned with qualitative descriptions of the morphological structure of Twitter interaction network topologies.

Article

Setting out key insights on using emotion, arguing that it helps to build a brand and business, while also giving a sense of the debate on its impact and its relationship to rational persuasion.

News

Emotional messaging and reward schemes are all very well, but in the current UK environment, functional factors are what best drive brand loyalty and choice, according to new research, which also notes how Amazon is benefiting from these trends.