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Article

Tweets are such an important part of online life that they have started to bleed into life offline; this article explores the arc of that process.

Research Paper

This article summarizes our work using a network-based approach to mapping the main constituencies discussing specific topics on Twitter.

Article

SXSW, an annual event where business intersects with innovation, provides an insight into which new technologies might be valuable to brands in the near- and long-term future.

Research Paper

In this article, we report the results of a study that tested a values-based method of predicting political election results.

Research Paper

A non-traditional methodology of polling in small areas, called bellwethers, improves the accuracy of forecasts drawn from a large area.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Gunn Report

Contains the creative for the 'Girl Emojis' campaign for Always by the agency Starcom in the US.

Opinion

The Facebook/Cambridge Analytics data kerfuffle ‘exposed’ by the Guardian and New York Times this week also exposes our industry’s cognitive dissonance over data-driven advertising, says Eaon Pritchard of Dentsu Aegis Network.

Article

Reveals the books that influenced Sean Healy, head of comms planning worldwide at ZenithOptimedia.

Article

Agencies with controversial clients can face a significant challenge if these brands get caught up in major social and political debates.

Research Paper

This study examines the use of trap questions as indicators of data quality in online surveys. Trap questions are intended to identify respondents who are not paying close attention to survey questions, which would mean that they are providing sub-optimal responses to not only the trap question itself but to other questions included in the survey.

Article

Digital transformation can be a nebulous concept but it’s necessary to do despite the difficulty in achieving it.

Research Paper

Discusses the current state and the future of TV ad models in the US, exploring how we can improve programmatic TV advertising outcomes, and providing evidence of the predictive power of various pieces of the data picture.

Article

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2017 WARC Awards.

Article

Reveals the books that influenced David Poole, co-founder of LIFE.

Case Study

The Swedish Tourist Association (STF), a tourism promoter, used a phone app to connect with younger Swedes and convince them to join the STF by creating a worldwide phone number for them to promote Sweden.

Opinion

If you’re a behavioural scientist in the tech industry, you’re in high demand, writes Mark Bell, Chief Experience Officer at Dare.

Case Study

Babylon, a healthcare app, successfully launched its product by positioning itself as a reliable search engine for the UK's hypochondriacs.

Case Study

Marks & Spencer, a British retailer, used feminism to advertise to women in the UK with its 'Mrs Claus' ad, which successfully turned around year-on-year sales declines.

Case Study

Amnesty International, a non-governmental organisation, transformed the refugee crisis from a global issue into a personal one for millions, by getting real refugees to respond to users on Twitter.

Article

This article examines the phenomenon of fake news, the problems it presents and how it relates to marketing.

Case Study

This case study looks at how the state of North Carolina in the US tackled the signing of the HB2 by sparking feelings of outrage, betrayal and embarrassment.

Case Study

Visa, the payments company, grew its business in China by promoting tourism from the US in a campaign which focused on social media.

Research Paper

This paper explains how Firmenich, a privately-owned fragrance and flavour house, and Tsquared, an online search insights brand, found an ideal vegan beverage for the UK market in 2017 by studying trends around natural food, organic food, and related dietary restrictions in the US and UK.

Research Paper

This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.