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Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Research Paper

This paper examines the effectiveness of survey gamification techniques in Asia to see how cultural differences affect the way people play the games.

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 Company Profile from Euromonitor provides key details and analysis of Church & Dwight Co, the owner of brands such as OxiClean, Xtra and Arm & Hammer.

Research Paper

This paper describes the use and application of various ‘neuromarketing’ techniques to market research studies.

Research Paper

This paper addresses the issue of social media content marketing – designing brand content that is shared with consumers via social media - in relation to Facebook and in the context of consumer engagement.

Article

This event report outlines how Nike, the sporting goods group, is using messaging apps to engage consumers.

Article

This report details the digital behaviours and purchase journeys of vacation buyers, defined as those internet users aged 16–64 who say they intend to purchase a vacation abroad or at home within the next six months.

Case Study

This case study details how Lotto 6/49, a national Canadian lottery game, increased sales among millennial Quebecers by making them realise life is full of lucky moments.

Case Study

This case study details how McDonald's, the fast food restaurant chain, used its sponsorship program to increase sales in Quebec, Canada.

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 Company Profile from Euromonitor provides key details and analysis of Southwest Airlines Co. Included is a strategic evaluation with key facts about the American company, competitive positioning against comparative brands, and assessment of its position in the transport category.

Article

This article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.

Article

This article summarises Warc's Toolkit 2017, a guide to six key challenges for brands in the coming year.

Article

This article, taken from the Warc Toolkit 2017 report, explores how developments in virtual and augmented reality are offering new and increasingly viable ways for brands to emotionally engage with consumers.

Case Study

This case study describes how cosmetics brand Maybelline changed its marketing strategy in Lebanon, Jordan and Iraq to increase sales by capitalising on new make-up trends and becoming a friendly, advisory brand.

Case Study

This case study details how the Czech pharmacy Dr Max introduced a loyalty program that brings together prior medical information so that customers can receive personalised treatment and a smoother process.

Case Study

This case study describes how Volia, a Ukrainian telecoms provider, used econometric data to tailor its media strategy to individual cities in a bid to reach its goal of equalling 2014's sales figures in worsening market conditions and with a lower media budget.

Case Study

This case study shows how Pepsi Max, a carbonated drinks brand, used a content led digital strategy focusing on an existing product to build sales in the UK.

Article

This article outlines three keys to finding the best celebrity endorsement for brands.

Case Study

This case study details how Intel, a technology company, grew its World Password Day event to raise awareness of internet security in the United States.

Case Study

This case study describes how New York Lotto took back its title as the city's jackpot game.

Case Study

This case study explains how Volkswagen, the car company, replaced speedometer panels to encourage drivers in New Zealand to stick to speed limits.

Article

This Company Profile from Euromonitor provides key details and analysis of Colgate-Palmolive's beauty and personal care brand.

Case Study

This case study describes how BIM, a non-commercial state government agency responsible for the development of the Irish Seafood Sector, persuaded Irish fishermen to think again and start taking the necessary steps to change the habit of a lifetime and use a Personal Flotation Device (PFD).