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Article

An overview of the 'Free From' food movement shows what products are popular in the category, provides global market insight and how key players are responding.

Case Study

Smyths Toys Superstores, a toy retailer, sustained the growth rate of its company in the UK and Ireland with its ‘If I Were A Toy’ Christmas campaign which featured an adaptation of Beyoncé’s ‘If I Were A Boy’.

Research Paper

Using established marketing laws, such as the brand usage and image relationship and the double jeopardy effect, the current research shows how to analyze the market performance of different types of mobile apps.

Article

This article examines the correct use of mobile advertising metrics and how they can help advertisers rethink their cross-platform campaigns.

Article

This Company Profile from Euromonitor provides key details and analysis of Tesco Plc. Included is a strategic evaluation with key facts about the UK company, competitive positioning against comparative brands, and assessment of its position in the retail market.

Case Study

This case study shows how Bayer Consumer Care's brand 'Berocca' reinvented its purpose in Australia, from restoring after a big night to preparing for a big day.

Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This event report looks at how SMEs can benefit from commissioning external research.

Case Study

This case study explains how the UK electronics retailer Currys PC World increased sales around Christmas by being honest about the stresses and difficulties of the period and positioning itself as the solution in a humorous TV ad and social media campaign.

Case Study

This case study explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.

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.

Article

This article argues that telecom marketers need to re-evaluate their media strategies in order to adapt to three paradigm shifts: the death of broadcast TV; brands as publications; and phones moving from voice to data.

Research Paper

This paper presents a new approach to capturing respondents' emotional drivers of behaviour through research involving free form text, using the example of the 2016 US Presidential election, and listing implications for the Asian market.

News

LONDON: Few video ads deliver a strong emotional message that consumers will quickly absorb and that will remain with them long into the future, according to a new study which suggests marketers remain too focused on short-term outcomes.

Article

This article discusses how emotional influencing in brand building campaigns is being increasingly explored and adopted as a key strategy for long-term customer engagement.

News

LONDON: Supermarket promotions in the UK have fallen to their lowest level in 11 years as grocery retailers shifted temporary price reductions into permanent cuts among other tactics, a new report has revealed.

News

LONDON: A growing need for agility and ongoing concerns about data confidentiality and transparency are motivating a significant proportion of UK advertisers to find in-house and on-site solutions for their marketing strategies, a new study has ...

Research Paper

In this viewpoint, the author explores the impact of technology on "traditional" survey research and whether technological change threatens the research’s existence.

Case Study

This case study details how Whitworths, a dried fruit, nuts and baking company, repositioned its Shots snack brand to increase sales and make it distinct among Whitworths products in the UK.

Case Study

This case study describes the design changes made by Booths, a premium food manufacturer in the UK that simplified its own labelling to encourage a consistent perception of brand quality across all its items.

Case Study

This case study explores how Arla's skyr, a new yoghurt brand to the UK, broke into this competitive category with a design that contrasted with the cluttered market, cutting through the noise.

Article

This article looks at the development and execution of UK supermarket Sainsbury's 3 minute stop-motion spot; the brand's previous efforts have been lauded for both creativity and effectiveness.