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Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Article

This paper explores the key points for the running of a successful rich media campaign and provides examples of case studies that have succeeded in creating compelling rich media content.

Article

This event report outlines how Foster Grant, the eyewear brand, has built deeper bonds with consumers by tapping into more emotional connection points.

Research Paper

This report describes the results of a Unilever Habits and Attitudes (H&A) study that looked into consumer behaviour and the opportunities provided by listening to social media conversations to pick up emerging signals of change.

News

NEW YORK: Volkswagen, American Apparel and Aéropostale are among the brands registering the lowest "emotional engagement strength" scores with US shoppers, according to a new study.

Article

In this second in the Marketing Society's series of Conversations with CEOs, Sir Ian Cheshire, the recently retired Group CEO of Kingfisher plc, reflects on a lifetime's experience in business.

Article

Research Paper

This paper explains how 'grey' emotions can act as triggers to consumption or to an enjoyable post-purchase experience, as well as how qualitative research can provide tools to better tap into these emotions.

News

NEW YORK: Adblocking apps used on iPhones are hitting more than just the ads, as broken links and non-functioning shopping carts have been reported on retailers' ecommerce sites and, in extreme cases, the entire site has not loaded.

Research Paper

This article presents selected winning case studies from the 2015 David Ogilvy Awards, including Grand and Gold Ogilvy Winner Procter & Gamble, Pantene – 'Beautiful Hair Whatever the Weather', and three Gold winners: ESPN, 'Who’s In?'; Kmart, Joe Boxer – 'Show Your Joe'; and Unilever, Knorr – 'See a Different Side'.

Article

This article argues that the usefulness of big data is limited as often it tells marketers things they already know, misleads them, or is too big to develop meaningful insights.

Article

This article summarises the results from the North America region for the 2015 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Case Study

This case study explains how Joe Boxer, the men's underwear brand exclusive to Kmart, built excitement about receiving its product as a Christmas gift in the US.

Article

This article provides advertisers with information and guidance on shopper strategy and the path-to-purchase.

Case Study

This case study explains how IKEA, the home retailer, demonstrated it understood Canadian lives at home to grow its profile among over 35 year-olds, who had previously discounted the brand.

News

NEW YORK: Consumers who opt to buy online and pick up in-store (BOPIS) are saving themselves only 96 seconds on average according to study of 11 US retailers.

Case Study

This case study explains how Ikea, the furniture store, educated people in Winnipeg, Canada about its format whilst promoting a new store opening.

Article

This event report discusses how Stanley Black & Decker, the household and industrial tools group, is putting content at the heart of its marketing strategy.

News

NEW YORK: Brands and retailers can enhance the power of their digital and shopper marketing by ensuring the "last mile" of the customer journey is characterised by engaging experiences, a new paper from Warc demonstrates.

Article

This event report describes how Warby Parker, the eyewear retailer, developed a new online approach to the category with a heavy focus on customer service.

News

GLOBAL: The global department store market is set to grow by 22.2% to $100bn over the next five years, with China accounting for almost one-third (30%) of all global department store sales in 2019, according to a new retail forecast.

News

NEW YORK: Just over one-third of US shoppers who visited a Top 50 US retailer over the Thanksgiving weekend did so at a Walmart store, new data has revealed, which meant it achieved the best proportion of visitors set against its total TV adspend ...

News

NEW YORK: Hispanics are significantly more likely to shop online than the average US consumer, according to new research which also shows them to be more responsive to mobile advertising.

News

TORONTO: Canadian retailers are responding to the threat of Black Friday by opening stores early and offering significant discounts as they attempt to lure shoppers who might otherwise head across the border to the US in search of bargains.

News

NEW YORK: Retailers like Gap and Target are adopting the mindset of publishing companies as they seek to engage consumers with content marketing.