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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.

Research Paper

Conventional advice when targeting older adults is to use factual, rational appeals over emotional appeals due to age-related differences in information processing.

Case Study

This case study describes a partnership between Age UK, a charity, and retailer John Lewis to highlight the social problem of older people being lonely at Christmas.

Article

This article considers the placement and choice of soundtracks in Christmas advertising, asking whether it is better to match the trends of the day, or the needs and strengths of the brand.

Case Study

This case study describes how Age UK, the UK's largest charity for supporting people in later life, partnered with John Lewis to combat loneliness at Christmas.

Research Paper

This article illustrates a respondent-friendly approach to preference elicitation over large choice sets, which overcomes limitations of rating, full-list ranking, conjoint and choice-based approaches.

Research Paper

Taking the case of China, this paper examines the relationship between different luxury value dimensions, and explores how these affect consumers’ purchase intentions.

Research Paper

This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme.

Research Paper

This paper proposes that empathy is the emotional token necessary to capitalise on the move toward social media and ever increasing screen time.

Article

This essay argues for a new definition of creativity according to bandwidth, departing from the insight that at least two-thirds of human communication is non-conscious and non-verbal.

Article

This article gives recommendations for brand positioning, the process of establishing a clear belief and an ambitious future vision - recently, its most popular incarnation has been the 'brand purpose'.

Article

This report from the Futures Company looks at the implications of slowing growth in the global economy, arguing that brands can only counteract the trend by creating demand.

Research Paper

This article describes how client and agency relationships have been transformed over recent decades and predicts how they will continue to change in the future.

Article

This essay argues that personalisation is a concept rooted in the Western idea of the stable individual as portrayed by search histories, and that a more fluid conception of the self is needed.