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Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Opinion

The advertising industry, and its awards, celebrates only success - forgetting the failures from which we could all learn important lessons, argues Gareth Kay.

Article

This article summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).

Article

This event report outlines how Unilever, the FMCG manufacturer, is driving progress by partnering with startups.

Research Paper

These three studies found support for a process termed hedonic contamination, whereby exposure to advertisements before a movie or television show activates persuasion knowledge, directs attention to the product placements, and reduces consumption enjoyment.

Opinion

This is a guest post from Dom Boyd, Chair of the Account Planning Group (APG). There are many reasons for strategists to start 2017 full of excitement and optimism .

Article

This event report outlines some of the core technological trends to have emerged from CES 2017.

Article

This article explores the avoidable mistakes that have been known to damage, or worse, kill a brand, and discusses the measures that can be taken to evade these dangers.

Article

This event report details how IBM, the technology company, has been looking at the expansion of the 'augmented intelligence' marketplace.

Case Study

This case study describes how Duracell, the battery brand, launched a new 'simply' product exclusively in poundstores in Ireland in order to compete with cheap zinc batteries.

Article

This article provides guidance and reading on the new technology of 3D printing, allowing customers to become part of the production process.

Article

This article argues that most corporations are not built for the digital age and marketers must set about re-engineering them so that they can adapt and be successful.

Case Study

This case study describes how Miller High Life, a US economy beer, established significance with millennials by identifying with their interest in experience over possessions.

Research Paper

Product placement is fiercely being courted by firms as a consequence of the declining credibility of traditional broadcast advertising and the '30-second spot'.

Article

This paper seeks to shed light on defining and measuring digital ad engagement in a cross-platform ecosystem.

Article

This article argues that there is no single secret to sustained business success, and there is no proof that 'brand purpose' delivers growth.

Article

This event report summarises the presentations and papers from ESOMAR's Asia Pacific conference 2015, which covered a broad range of market research themes and conclusions.

Research Paper

This paper outlines the threat of 'big data' and the 'internet of things' to traditional market research, why the industry is failing to adapt, and what it needs to do to change.

Article

This event report looks at how marketers can earn and retain the attention of consumers in a rapidly changing world where this can no longer be simply bought.

Article

This article discusses the the importance of brand familiarity, and argues that any changes to branding should be carefully considered and gradually implemented to ensure valuable brand associations in the memories of consumers are not lost in the change.

Article

This event report outlines ways in which brands can make better use of social listening and embed the process within an organisation.

Article

This event report looks at how the easyJet airline turned around a brand that had pioneered a new budget market but which had subsequently lost focus.

Article

This event report considers how businesses need to react to a fast-changing environment or risk becoming obsolete.

Opinion

This post is part of the WFA's Project Reconnect, and is written by Will Gillroy, Director of Communications at the WFA, and Simon Kemp, Regional Managing Partner for We Are Social in Asia.

Opinion

This post is by Simon Kemp, Regional Managing Partner for We Are Social in Asia, and is part of the WFA's Project Reconnect .