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

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.

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.

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 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 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 a campaign for UK food brand Marmite deliberately created a national scandal to turn around falling sales.

Case Study

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

News

LONDON: Unilever, the FMCG giant known for its famous food brands like Marmite spread and Ben and Jerry's ice cream, is repositioning itself to concentrate more on faster-growing personal care products.

Article

This article explains how brands can use behavioural economics to be more successful.

Article

This article argues that big data can be misleading, taking attention away from consumers' real needs and missing big changes in the market.

Article

This article discusses the value of semiotics, a tool to understand how imagery creates meaning, in ensuring the intended brand values are being communicated correctly.

Case Study

This case study describes a limited edition packaging design for Beefeater London Dry Gin, the alcoholic drink owned by Pernod Ricard, for sale during the 2012 Olympic Games.

Opinion

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the failure to realise that positive is not always good.

Article

This article argues that in pre-testing ad research a strong polarised response is more promising than mild uniform liking.