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News

LONDON: Own-label "copycat" brands are taking business from leading brands by "preying" on shoppers' unconscious decision-making processes in noisy and confusing retail settings, neuroscience research suggests.

Article

This article shows the clear evidence that copycat brands are disrupting consumers' search and decision-making process, which is bad news for both original brands and shoppers, who find themselves manipulated.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

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

This case study shows how Trinity Mirror, a news publisher, redefined the UK mass media market and positioned itself as a gateway for advertising businesses to engage with it through media placements.

Case Study

This case study shows how Sainsbury's, a supermarket chain, increased brand awareness and sales in the UK by creating a musical advert about the joy of being together at Christmas.

Case Study

This case study shows how Tesco, a supermarket brand, positioned itself as a helpful brand to customers' needs, putting the UK consumer at the centre of each campaign.

News

CHICAGO: Aldi and Lidl, the low-cost German grocery chains which have turned the European supermarket battle upside down, have announced expansions into the competitive US market.

Article

This short report summarises the results for the retail category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

News

LONDON: Ryanair, the low-cost airline, focuses its marketing efforts on SEO and content marketing in order to drive traffic to its website rather than higher cost activities that are open to fraud and which deliver questionable metrics, its CMO has ...

News

LONDON: Britons spent an extra £1bn in the 12 weeks ending 23rd of April, compared to last year – thanks to a strong Easter and inflation, new figures reveal.

News

LONDON: Almost one quarter of Britons say they are more likely to try to buy British food in order to support the domestic economy after the UK leaves the EU, but they won't do so at any price a new survey indicates.

Article

This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.

Article

This Company Profile from Euromonitor provides key details and analysis of Aldi Group. Included is a strategic evaluation with key facts about the German company and competitive positioning against comparative brands in the retail market.

Article

This event report describes how neuroscience can help brands avoid lost sales to copycat supermarket own-brands by protecting fundamental signals of packaging design.

Case Study

This case study describes how retailer Spar boosted its image by creating Start It Up Slovenia, a unique, entrepreneurial project with a mission of helping young entrepreneurs through a custom-made primetime TV show.

Article

This article explores how marketers should approach the challenge of pricing in 2017, as the weak pound begins to affect costs.

Article

This Company Profile from Euromonitor provides key details and analysis of Costco Wholesale, the largest membership-only warehouse in the US.

Article

This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Article

This article considers how the omnishopper experience has meant that a smaller number of 'everything' retailers will dominate the commodity market, while consumers develop category-specific relationships with specialists.

Article

This paper explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.

Opinion

Each year we at Carat write a trends presentation, looking at the themes we expect to become more prevalent and mainstream in the year to come.  You can find this year's presentation here, and listen to a webinar on the key trends for 2017 on 11 th January.

Article

This report looks at the trends and technologies that are set to become more important and relevant to marketers in 2017 including live video, VR and AR, web TV and chatbots.

News

GLOBAL: Amazon, the US e-commerce giant, has been named as the most valuable retail brand in the world, according to new rankings that are dominated by US brands.