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Article

As market researchers get largely criticized in their ability to properly measure the world we live in, the author argues that they should reconsider "survey methods" less as "traditional research" and more as a "paradigm" in the Khunian sense.

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

News

LAS VEGAS: Legendarily short-sighted camera company Kodak has become the latest company to dangle the term cryptocurrency in front of investors, with the move widely read as a gamble on the hype surrounding this little-understood technology.

Article

Blue-chip companies were not ready for digital and the start-ups that grew from it; they now need to adapt to the new rules.

Article

Provides brands with key information on how to respond to disruption, with key success stories from brands such as the streaming company Netflix.

News

SINGAPORE: Brands in Asia need to continually evolve in order to keep up with digitally savvy consumers in an increasingly connected region, according to an industry figure.

Article

This article offers 10 tips from AirAsia and the Singapore Tourism Board – two high profile SE Asian advertisers – on evolving a brand over time.

Article

In this viewpoint, the author argues there are parallels between Kodak’s inability to take advantage of the shift from print to digital and the current state of the market research industry.

Article

Major brands are increasingly looking to start-ups for ideas, personnel and ways of working that can help them stay relevant in a fast-changing digital environment.

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).

Case Study

JetBlue, an airline company, launched its retrojet flight in the US by creating a carefully crafted experience based on the brand's hypothetical 1960's look.

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.