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Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Research Paper

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.

Article

Offers four rules to help your brand become associated with a category or need state and succeed in an age when machines, such as Alexa, are making purchase decisions.

Case Study

Pre-natal multivitamin brand Elevit increased sales to expectant parents with emotional video content and targeted digital ads.

Case Study

US technology company HP advertised its Print Security solutions through a dramatic series of videos starring Christian Slater as a hacker benefiting from unsecure printers.

Article

HP Inc. faced a distinctive brand challenge as half of the former Hewlett-Packard, a company which split in two in late 2015.

Article

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

Article

This article examines how better use of data can help marketers adapt to the changing face of marketing.

Research Paper

This paper explains how the BBC conducted research to evaluate the role of different emotions in content marketing, and shows that neuroscience technology plays an important role in measuring content effectiveness.

Research Paper

This article examines the clear evidence from industry research that shows the restriction of 50% of pixels on-screen for only two seconds leads to a reduced ability to influence.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

Research Paper

This article looks at trends in internet usage, tech ownership and connected home in Q2 of 2017.

Article

This event report looks at research into the mobile behaviours of Gen Z in the UK, a group termed 'mobile prodigies'.

News

LONDON: Views on what constitutes marketing “innovation” vary, but four themes, ranging from the facilitation of brand purpose to disruption of category norms, are evident in a new WARC report.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Research Paper

Using a web survey experiment, this study examines measurement comparability between two radio button questions (fully labelled and endpoint labelled) with slider questions.

Research Paper

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.

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 Norton, a computer security brand, used a series of short digital films to improve awareness of security and the Norton brand in a global campaign.

Case Study

This case study shows how Hemnet, a property search portal, used big data to create the perfect dream home for Swedish buyers and made it available for pre-sale thus cementing its market leadership.

Case Study

This case study shows how Elevit, a prenatal vitamin supplement brand, increased sales by finding a creative solution to regulatory obstacles in China.

Case Study

This case study describes how tech brand Lenovo used an integrated strategy to target IT decision-makers across eight key European regions in their own language.

Article

This article explains how artificial intelligence and machine learning are currently being used in advertising, and what the possibilities as well as the limitations are for the future.

Article

This article explains how FMCG marketers can best combine TV and social media, arguing that the most important thing is to start a conversation, keep it going and not hide if it becomes difficult.

Article

This article explores how brands can keep up with the rise of machines and achieve the best user experience through a combination of TV and social media.