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Article

A white paper from I-COM details how an overreliance on last-touch attribution results in ‘cookie bombing’ and the misallocation of marketing budgets.

Article

The DMA unveiled the findings from the third year of its research on UK consumers’ loyalty to brands.

Article

Scott McDonald, president/CEO of the Advertising Research Foundation (ARF), recognises the frustration of reinventing metrics in a marketing ecosystem but discusses the progress that he has seen in this area.

News

NEW YORK: The Association of National Advertisers (ANA) is acquiring the Data & Marketing Association (DMA) to form the single largest trade association in the US that is focused on all aspects of marketing.

News

GLOBAL: The European Union’s General Data Protection Regulation (GDPR) came into force last Friday and, with so much attention focused on how companies make use of personal data, a new global survey has found that most consumers take a ...

Case Study

India's leading water purifier brand, Aquaguard, used a low-budget, digitally-led campaign to encourage people to make a real difference to the lives of others.

Article

Citibank India is thinking outside of the box to create content marketing which touches on Indian passions – food, travel, cricket, etc – rather boring financial information, and market-specific digital behaviours.

Data

This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry.

Article

Details nine key points that brands need to know about GDPR (General Data Protection Regulation) and explains how it provides an opportunity for brands to address key issues with digital marketing and build consumer trust.

Article

Key tips on delivering effective digital customer experiences, an area of increasing importance as customers are putting less emphasis on the products they buy from brands and more on the experience they receive.

Article

Sovereign, an insurance company in New Zealand, successfully launched a product that "nudged" consumers towards adopting healthier habits while enhancing its own position in the category.

Article

Management of data risk should be seen as an opportunity, rather than a box-ticking exercise, for organisations to build stronger customer relationships.

Article

Mercedes-Benz, the automaker, employed an innovative storytelling approach to help explain its complex 4MATIC four-wheel drive system.

Article

Zimmer Biomet, the medical devices manufacturer, used virtual reality to promote a complex suite of products that healthcare professionals often found hard to understand.

News

NEW ORLEANS: Shinola, the lifestyle brand, has built loyalty through “The Foundry”, a members only group enjoying benefits such as seeing and buying products before official launch, exclusive offers, and private online shopping events.

Article

Shinola, the luxury brand, uses an exclusive membership program to bring a new level of personalization to its relationships with its best customers.

Case Study

Pride in London, an annual LGBT pride festival in the UK, decorated blue heritage plaques with LGBT+ flags to introduce influential community members who had championed the cause of diversity and acceptance.

Case Study

Charity Royal National Lifeboat Institution (RNLI) launched a campaign in the UK giving instructions on how to best react when falling unexpectedly in cold water.

Case Study

The Sunday Times, a UK newspaper, presented its famous Rich List in a new and unexpected way, by placing the famous faces on the back of bucking rodeo bulls.

Case Study

O2, a telecommunications services provider in the UK, used customer data to produce personalised video communications to encourage O2 customers to upgrade their phone and renew their contract.

Case Study

Royal National Theatre, a publicly funded performing arts venue in the UK, attracted young ethnic minority audiences to its theatre by introducing a new play and using targeted door-to-door and OOH campaigns to reach them.

Case Study

Guide Dogs, a British charity, took a new approach to its ads by taking the form of poetry and focusing on the people who are able to live their lives because of guide dogs rather than on the dogs themselves.

Case Study

Channel 4, a British public-service television broadcaster, created a contemporary, interactive quiz to increase viewer engagement and prompt views on its catch-up service All 4.

News

NEW ORLEANS: Lowe’s, the home-improvement chain, believes that technologies like augmented reality (AR) and virtual reality (VR) could help solve a $70bn problem by letting consumers envision the end result of their projects.

Research Paper

Discusses the current state and the future of TV ad models in the US, exploring how we can improve programmatic TV advertising outcomes, and providing evidence of the predictive power of various pieces of the data picture.