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Article

Argues that clients will find it difficult to get the same sort of quality solutions in-house that they could get from ad agencies and offers up a number of pointers on the role that planning could and should play.

Case Study

Knorr, a food brand, remade an old brand for a new generation globally by finding fresh insight in a stale category.

News

LONDON: Marmite, the brand people either love or hate, opted for a PR-led approach with its latest campaign, based around the idea that consumers may be genetically predisposed in their taste preferences for the spread.

Article

Through a genetic study uncovering the science behind love or hate for its product, UK brand Marmite launched a PR-heavy campaign that once again played on its "You either love it or hate it" message in a fresh way.

Article

Offers some best practices on how to achieve good survey design and be immunised against survivor bias.

Article

Failure can play a positive role and bring significant personal and professional development – qualitative researchers need to balance their fear of failure with a willingness to take risks in order to maintain an innovative edge.

Research Paper

This paper explains why ambitious market researchers should embrace the principles of comedy in order for brands successfully to convey truth.

Article

This event report looks at how the Vote Leave campaign developed the clear messaging and specific targeting that helped it win the UK referendum in June 2016 on whether to leave the European Union.

Case Study

This case study explains how cooking brand Knorr attracted a new generation of cooks in the UK with a social media strategy that tapped into passion points rather than pushed products.

Research Paper

This paper looks at offering a universally applicable segmentation method by encouraging brands to follow a series of best practice steps.

Article

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

Article

This article outlines six facets of home that offer a framework through which brands can fit into people's home life and add value to their lives, a rich seam as the creation and maintenance of the home spur countless purchase decisions every day.

Article

This article offers seven industry insights into marketing including that leadership skills must be learned ant that it is equally important to be aware that the product is at the heart of most marketing successes.

News

LONDON: A high-profile pricing spat between supermarket chain Tesco and Unilever, the food manufacturer, has been reportedly resolved, ending a stand-off that had threatened the presence of many Unilever food brands on the shelves of the UK's ...

Article

This article criticises the trend of bolt-on CSR, arguing that it reeks of insincerity if it fails to meet marketing needs and corporate image - the area in which purpose becomes extremely powerful for a brand.

Article

This article covers a forum discussing how traditional organisations can develop their communications to adequately speak to younger generations with new expectations.

Case Study

This case shows how Eircom, an Irish telecoms giant, re-launched under a new brand name Eir, which energised the organisation, engaged the Irish people and helped to transform its prospects.

Article

This essay argues that non-personalised advertising is akin to fishing for a specific catch with a big net, as opposed to using the right bait – and a little more time – that will increase the likelihood of catching the right fish at the right time.

Case Study

NHS Blood and Transplant, which has the responsibility for optimising the supply of blood, organs and tissues in the UK, partnered with Coca-Cola, Google and Arsenal FC to 'rip up' their logo guidelines to recruit new donors.

Article

This essay argues that the potential of personalisation will only be realised if brands combine their new capacity to target with more traditional mass media campaigns.

Article

This article argues that marketing should move beyond personalisation to embrace data-driven relevance and real-time messaging that meet the expectations of digital consumers.

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.

Article

This article argues that personalisation is fundamentally at odds with what brands are supposed to deliver, namely: the guarantee of a product or experience that is reassuringly repetitive.

Case Study

This case study shows how The Economist, a UK business magazine, increased its sales and brand awareness using a targeted campaign.

Case Study

This case study shows how a campaign for UK food brand Marmite deliberately created a national scandal to turn around falling sales.