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News

SEATTLE/LONDON: Even though the vast majority of consumers in the UK (92%) and the US (91%) are aware of the risks posed by phishing emails and spoof websites, large numbers still fall victim to fraudsters, a new report has warned.

Article

Explains how to build long-term affinity with a brand using technology with a human touch and offers four rules for successful loyalty marketing.

Article

An overview of the 'Free From' food movement shows what products are popular in the category, provides global market insight and how key players are responding.

Article

The traditional milkman was the inspiration for Picnic, a Dutch online grocery store which provides a wide range of supermarket stock via a low-speed, custom-made electric vehicle to people's homes.

Case Study

Aldi, a global discount supermarket chain, enjoyed fantastic growth with its ‘Kevin the Carrot’ Christmas campaign in the UK and Ireland, reducing previous Christmas shortfalls.

Case Study

Smyths Toys Superstores, a toy retailer, sustained the growth rate of its company in the UK and Ireland with its ‘If I Were A Toy’ Christmas campaign which featured an adaptation of Beyoncé’s ‘If I Were A Boy’.

News

LONDON: Malibu, the coconut-flavoured rum, is creating a buzz among consumers and within its parent group Pernod Ricard with its innovative approach to the internet of things (IoT) and plans on ramping up this approach next year.

Case Study

John Lewis Insurance, the insurance branch of the UK retail brand, delivered impressive sales results with a campaign featuring a child ballerina twirling in her home.

Case Study

St John Ambulance (SJA), a British NGO that teaches first aid, managed to reach parents across the UK to teach them about baby CPR with its 'Nursery Rhymes Inc.' campaign.

Case Study

Sugar Smart, a health app, successfully helped UK parents cut their children's sugar intake, and became the most popular app on launch week.

Case Study

Bailey's, an alcoholic beverage brand, used social influencers and a social media first approach to reengage with consumers globally.

Article

This article looks at how marketers can prepare for the introduction of the General Data Protection Regulation (GDPR), a European piece of legislation that will come into effect in 2018.

Article

The internet-connected fridge grabbed the early headlines around the Internet of Things (IoT), but it’s no longer about appliance makers and FMCG brands taking their first steps into this space.

Article

This article argues that in the age of the Internet of Things marketers will need to increase the “mental availability” of their brand so that consumers will insert it into the decision criteria of their devices’ algorithms.

Research Paper

This paper explains why ambitious market researchers should embrace the principles of comedy in order for brands successfully to convey truth.

Article

This Company Profile from Euromonitor provides key details and analysis of Tesco Plc. Included is a strategic evaluation with key facts about the UK company, competitive positioning against comparative brands, and assessment of its position in the retail market.

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: 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 ...

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.

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.