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Opinion

Jerry Daykin, Head of Global Digital Media Partnerships at Diageo, is chair of the judging panel for this year's WARC Media Awards partnerships and sponsorships category.

Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

News

LONDON: Poor customer service did more to damage the reputations of airlines and broadband providers than any other UK category during the past year, new research has shown.

News

LONDON: Heritage British brands head YouGov’s first UK brand health rankings, with high-end retailer John Lewis in first place, followed by the BBC’s iPlayer service, in contrast to the young tech brands that dominate the global ...

Article

This report analyses the current state of LGBTQ portrayals in advertising, with brand examples and key learnings for marketers who wish to engage this audience.

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.

Article

This article examines the impact of colour on our subconscious brains, and the challenges faced by brands in using colour to communicate the right information to consumers across categories, cultural context and brand meaning.

Opinion

Supermarkets can understand their customers through the transactional data they accumulate, but it's far more difficult for other brands and retailers to do the same.

Article

This article examines why it is difficult for brands to become customer led and how they can start to make the transition.

Article

This article features interviews with the shortlisted candidates for the Marketing Leader of the Year 2017 award, from brands such as Nationwide, M&S, Just Eat and more.

News

LONDON: Some of the biggest brands in the UK are sponsoring Pride in London 2017, the LGBT+ event that kicked off at the weekend, but one of its organisers has called on marketers to do more to help stem a rise in anti-gay hate crimes.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, delivered impressive sales results in the UK through the use of a campaign film promoting its services against a girl's carefree dancing.

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 explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.

News

BANGKOK: The use of in-store beacon technology to deliver location-based mobile offers can recruit new customers to the brand and category, generate sales uplift and drive cross-purchase opportunity, according to research.

Article

This article provides guidance on using packaging to create standout for brands and drive purchase consideration.

Case Study

This case study shows how St John Ambulance, a first aid charity, created a series of educational yet humorous ads to teach parents across the UK about baby CPR.

Case Study

This case study shows how telecoms brand O2 was able to improve brand equity and sales in the UK by partnering with charity War Child in staging a series of performances.

Case Study

This case study shows how Sainsbury's, a supermarket chain, increased brand awareness and sales in the UK by creating a musical advert about the joy of being together at Christmas.

Case Study

This case study shows how Tesco, a supermarket brand, positioned itself as a helpful brand to customers' needs, putting the UK consumer at the centre of each campaign.

Case Study

This case study shows how O2, a telecommunications company, curbed its declining handset sales in the UK by creating a whole new market for second-hand models.

News

GLOBAL: Delivering on customer experience is one of the top priorities for US and UK chief executives, a new survey reveals, but a third report confusion over who 'owns' the customer.

Article

This article explains how programmatic advertising can be used to deliver cross-media insights and cross-device reach optimisation, with predictions for future possibilities.

Article

This event report examines how Visa, a financial services company, has taken advantage of technological advances and changes in shopping behaviours to affect payments.

Article

This article argues that the most successful media strategy for retailers takes into account the nuances between TV and social media platforms in order to produce fit-for-purpose content that customers truly want.