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Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

Research Paper

Modern social and marketing research relies heavily on surveys to collect data. At the same time, it is well established that survey responses are influenced by response style biases that vary across individuals, countries and cultures.

Article

SXSW, an annual event where business intersects with innovation, provides an insight into which new technologies might be valuable to brands in the near- and long-term future.

Gunn Report

Contains the creative for the 'Campbell's Storm Chaser' campaign for Campbell's Soup by the agency Wavemaker in the US.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

News

LONDON/NEW YORK: Facebook and Google, commonly known as the duopoly because of their current hold over the media landscape and digital advertising, could see the “pendulum” of power swing away from them, according to two top executives ...

Case Study

YPO (Yorkshire Purchasing Organisation), a publicly owned procurement organisation in the UK, redesigned its logo, name and branding to raise its profile and improve customer satisfaction.

Research Paper

Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.

Research Paper

Hershey's, an American food company, combined new research thinking and new technology to deliver actionable client insights.

Research Paper

Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Research Paper

This paper describes how the research industry can use Virtual Reality (VR) simulations to produce and predict effective shopper marketing activations, using an example from Hershey's.

Article

Explains the dangers of brands becoming too frictionless and explores ways in which marketers can generate friction without disrupting the customer experience.

Article

This article discusses what learnings from neuroscience are revealing about how the brain responds to storytelling to encode information into long-term memory, and applying this knowledge to the 2017 WARC 100 top campaigns.

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

Case Study

This case study explains how Age UK, the British charity for older people, worked with a retail partner to create an emotional ad campaign to raise awareness of loneliness and increase donations.

Case Study

This case study explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Research Paper

This paper addresses the issue of social media content marketing – designing brand content that is shared with consumers via social media - in relation to Facebook and in the context of consumer engagement.

Research Paper

In August 1997, the U.S. Food and Drug Administration (FDA) allowed brand-specific advertising on television.

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 article presents four steps brands can take to ensure they succeed with moment marketing through social media, as they engage with potential customers, often in conjunction with TV viewing.

Article

This article outlines what marketers must do to reach consumers in the short moments available to them, with case studies that include successful campaigns from adidas, MINI and Purdey's.

Article

This article discusses the importance of brand meaning and the threats that have emerged against it in the digital age.

Case Study

The Truth Initiative strives to protect a new generation of youths who are prime prospects for the tobacco industry, by engaging that audience and reigniting their interest.