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Opinion

Gareth Kay argues that words will never do justice to the best that our brains can create. So it’s time to think less verbally and think more expansively about how marketing communications can work.

Article

This article warns against overdependence on the use of the liking of an ad as a metric of its effectiveness.

Case Study

This case study describes how Twinings, a tea marketer, launched its brand of sweet green teas, Twinings' Sweet Greens, in the UK market by adapting its existing green tea packaging.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Lipton, Brooke Bond and PG Tips.

Article

This article outlines four steps tea marketers can take to reverse the decline in their category that is taking place in the UK as drinking habits continue to shift away from, in particular, black tea.

Article

This article provides tips for how marketers can adapt to the era of personalisation, including collecting the right data and understanding when personalisation is good for business.

Case Study

This case study describes how Newby, the tea brand, achieved record-breaking sales in the UK as a result of a redesign taking in the cultural and artistic heritage of the product, to better target Waitrose customers.

Article

This Company Profile from Euromonitor provides key details and analysis of Tata Tea, the owner of brands such as Tata Tea and Tetley.

Article

Ben Dansie, CEO and co-founder of the digital agency Omobono, shares the six books that have influenced him the most.

Article

This article argues that building brand loyalty is still possible, though it is more difficult as people have more choices and shop across a repertoire of brands.

Article

This report reveals the requirements for successful product innovation, based on the stories of the 2014 Nielsen Breakthrough Innovation winners.

Article

This article discusses the interaction between a brand's image and its values, arguing that the relationship is often not as expected.

Research Paper

This paper discusses some of the problems market researchers face in understanding how to utilise Big Data, and draws parallels with the music industry to show how the challenges around Big Data can be embraced.

Case Study

This campaign for NRMA Insurance, an Australian insurance brand, highlighted its comprehensive insurance cover to increase market share with a more expensive product.

Research Paper

This paper argues for a careful consideration of how the notion of brand works in Asia and what is distinctive about these Asian contexts.

Article

This article looks at the history and current use of econometrics in IPA Effectiveness Awards case studies.

Case Study

Yorkshire Tea wanted to become the number two brand in the UK tea market, for which it used an experiential, consumer-driven campaign featuring 'little urn', a van painted in the style of the brand's iconic packaging that took to the road to generate buzz and awareness.

Case Study

Discount supermarket Aldi was struggling in the UK, despite the recession, because consumers had returned to trusted name brands which it did not sell.

Case Study

In this campaign, the Office of Road Safety Western Australia tackled the issue of speeding using the insight that the way we drive is symptomatic of the way we live: too fast.

Article

In the last of his Admap columns, Paul Feldwick poses the question himself, which is: 'What themes have emerged in these columns and what does it all mean for the advertising business?'Feldwick answers by saying that his columns over the past three-and-a-half years could be divided into three categories.

Article

In a resource-constrained world, growth needs to be not only economically sustainable, but environmentally and socially sustainable as well.

Opinion

What examples are there of a brand leader in a category successfully defending itself against a major branded competitive launch? Brand manager, food company What examples? How about PG Tips, Nike, Whiskas, O2, Hellmann's, Heinz Ketchup, Nescafe, Coca-Cola...

Article

The brand manager at a food company asks: 'What examples are there of a brand leader in a category successfully defending itself against a major branded competitive launch?' Feldwick says it is harder to find a brand leader that hasn't successfully defended itself.

Article

This Knowledge Point article looks at advertising wear-out. Broadly speaking, the response generated by a TV ad doesn't change much over time.

Case Study

Make Mine a Builder's is a British tea brand created by design agency Elmwood that had performed strongly with no above-the-line support.