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Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

Article

Explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.

Article

Global strategies, campaign updates and trends in the luxury auto category.

Article

Details how Northstar Research created its own versions of reality TV shows The Apprentice and Come Dine With Me, explaining the processes involved and how it used them to gain insights from the participants.

Article

This article reveals the books that influenced Jed Hallam, chief strategy officer at Initiative.

Article

The continued growth of streaming audio platforms and the rise in the use of voice assistants are creating opportunities for brands to communicate with consumers digitally, outside of any visual reference.

Research Paper

Automobile brand Jaguar Land Rover created customised LinkedIn-focussed strategies to target their customers in India.

News

GLOBAL: Campaigns from Land Rover, LEGO and Stella Artois are among the 19 papers that have been shortlisted in the Effective Use of Partnerships & Sponsorships category in the 2017 WARC Media Awards.

Case Study

Car brand Land Rover used its sponsorship of Ben Ainslie Racing in the America's Cup to shift perceptions and drive interest in the new Discovery.

Case Study

Land Rover, a car brand, launched an AR mobile campaign for the release of the Range Rover Velar vehicle in the US, in partnership with Blippar, an AR creative tech company.

Research Paper

This paper explains how Northstar, a research agency, and Jaguar Land Rover (JLR), the automotive company, used pop culture as an innovative qualitative research methodology and re-imagined how to execute and disseminate target customer insight in the US, UK and Germany.

Article

This event report explores how Royal Dutch Shell, the oil extraction and fuel business, integrates digital into its retail offerings, using it to make the forecourt experience both seamless and more valuable.

Article

This event report discusses how personal data is a complicated and important topic for the future, if marketers can grapple with upcoming issues.

Case Study

This case study describes how car-maker Ford used an eight-minute film, starring Mads Mikkelsen, to launch its Edge SUV across Europe.

Article

This short report summarises the results for Australia & New Zealand from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Gunn Report

An essay by Nils Andersson, Asia Creative President and Greater China President, TBWA\Asia.

News

BEIJING/LONDON: More than 6m Chinese are expected to travel abroad during the Spring Festival, with the UK among the top destinations for wealthy consumers keen to escape the country's pollution and tap into their love of British brands.

Research Paper

This paper questions one of the fundamental assumptions of research: that of the researchers' objectivity, through a case study on behalf of Land Rover that demonstrates the move away from objectivity in market research.

Case Study

This case study details how Range Rover, a four-wheel drive SUV brand, supported its sales volume targets in the US through its Unparalleled Journeys campaign.

Article

This article argues that creativity is essential when trying to establish brand difference as increasing numbers of companies now use their brand as a way to guide all decisions and to embody what it is that makes them different from and better than their competition.

Article

This event report looks at the current developments in cars, as the industry undergoes massive change in which the fuel becomes electricity, the isolated box becomes connected, and sharing overtakes ownership.

Case Study

This case study details Direct Line's 'Fixer' campaign in the UK, that leveraged the insurer's hassle-free solutions-providing image to build awareness and increase renewals.

Research Paper

This paper looks at the Chinese millennial, studying the values and attitudes of the generation that will form the 'most important consumer society in the world'.

News

LONDON: Ad blocking appears to be moving into the mainstream in the UK, according to a new report which estimates that 27% of internet users, or 14.7m people, will install ad avoidance software by the end of next year.

Article

This article argues that personalisation will only benefit marketers when it delivers against the underlying needs of consumers and it is, nevertheless, likely that fewer and better campaigns targeted at key market segments will remain the best communication strategy.