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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.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.

Case Study

This case study shows how ANZ, a financial services brand, used its long-running sponsorship of Australia's LGBTI Mardi Gras event to increase brand equity and account openings.

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.

News

LONDON: Emotional validation is a key reason why British social media users post and share, according to new research which shows that interactions with a post provoke feelings of engagement, happiness, and acceptance.

Article

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

Case Study

This case study describes how Indian drinks brand McDowell's No.1 tapped into fan behaviour around short-form cricket, with digital content created by famous real-life friends.

Research Paper

This Forum article considers the unsatisfactory results of pre-election opinion polling in the 2015 British general election and the BPC/MRS enquiry report into polling by Sturgis et al., providing a response from Ipsos MORI and associated researchers at King’s College London and Cranfield Universities.

News

LONDON: Instagram, the image-sharing platform, has been rated the worst social media site in terms of its negative impact on young people's mental health in the UK.

Research Paper

This paper investigates whether a 'wisdom of the crowd' approach might offer an alternative to recent political polls that have raised questions about survey data quality.

Case Study

This case study describes how TD Bank, a Canadian financial services provider, demonstrated its commitment to a small-business owner customer base who felt that the bank didn't care, by sharing ad space and promoting its small business customers.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Article

This article examines what marketers need to understand in order to capitalise on the growing trend for consumers to complete sales on their smartphones, and gain a better sales conversion rate.

Article

This event report explores how the British charity Missing People, which helps people who run away or when a family member has gone missing, is navigating a period of heightened government scrutiny within the sector, and discusses its use of programmatic.

News

LONDON: Poor-quality customer contact data could be costing UK organisations almost 6% of annual revenues, a new study has claimed.

Case Study

This case study explains how Royal Mail, the national postal provider in the UK, increased awareness of its mail redirection service and achieved an ROI of 434%.

Case Study

This case study describes how the Royal London Group, an insurance company, targeted over 50s in the UK with a digital search acquisition strategy.

Case Study

This case study describes how Deakin University in Australia helped Victorian year 12 students to beat the stress of their final exams while promoting the institution as the university of choice in the state.

Research Paper

This paper examines how storytelling can be implemented into methodologies for understanding brand experiences in the Japanese and Asian market.

Research Paper

This paper discusses how alternative models for storytelling can be deployed to help organisations more effectively engage with and act on consumer insight; it's illustrated by a UK project undertaken for Walgreens Boots Alliance, the pharmacy group.

Case Study

This case study describes how the charity Cancer Research UK campaigned to bring forward standardised cigarette packaging to help prevent children from taking up smoking.

Case Study

This case study shows how Sainsbury's, a UK supermarket chain, made a decision to invest in longer term brand building in order to increase brand loyalty and sales.

Case Study

This case study describes how P&O Cruises, a cruise holiday company in the UK, launched a media campaign to change its focus away from cheap deals, and to engage new customers and increase sales.

Case Study

This case study describes how the Department for Transport's 'Think!' campaign, created to reduce deaths and serious injury on the roads, improved its efficiency to save more lives despite an 80% budget cut.

Case Study

This case study shows how the Royal British Legion, an armed forces support institution, rebranded itself in order to engage with a wider audience.