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Article

Explains the dangers of brands becoming too frictionless and explores ways in which marketers can generate friction without disrupting the customer experience.

Research Paper

This report looks at how experience drives success with the Experience Index and which brands were the highest performers for consumer experience in 2016.

Article

This event report provides an insight into the rise of fake news, based on the insights of David Remnick, the Editor of The New Yorker.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Research Paper

This paper presents a new approach to capturing respondents' emotional drivers of behaviour through research involving free form text, using the example of the 2016 US Presidential election, and listing implications for the Asian market.

Research Paper

Agency creativity is a product of team efforts whereby members interact to share knowledge, skills, and expertise to produce creative campaigns.

Article

This event report demonstrates how the Boeing Employees' Credit Union (BECU) has taken on major banks to assume a leadership position in the state of Washington.

Article

The article examines the consumer behaviour of Indonesians as the country becomes increasingly wealthy and connected.

Article

This white paper examines data as a competitive advantage in today's marketing landscape, focusing on what comprises a lasting business edge built upon audience insight.

Research Paper

This paper explains the intent-action gap for male circumcision in Africa, and uses behavioural economics to propose some solutions.

Case Study

This case study describes how Romanian online newspaper gandul.info (thought.info) ran a counter-campaign to Britain's "You won't like it here!" anti-immigration stance.

Article

This article argues that the use of big data in marketing resembles the transactions data financial services have collected for a longer period of time, and that marketers should put more energy into understanding 'why', and looking tot he future, and less on monitoring what has passed.

Research Paper

How do household members influence one another’s television-viewing behaviors, and how can these behaviors affect new programming? The current study offers a method to separate two different sources of interpersonal influence among television viewers in the same household: what the authors call “social co-viewing” and the intrinsic preferences of another viewer independent of co-viewing.

Research Paper

Consumer trust is essential for a business to successfully promote new products and services. This paper develops a trust model from a social commerce perspective by investigating the influence of social commerce constructs on consumer trust in new products and services.

Article

This white paper explores the origins and potential evolution of omnichannel customer engagement strategies.

Research Paper

Celebrity singer worship transcends social hierarchies. The celebrity singer image is a construct including the facets of being professional, stylish, diverse and renowned, created and evoked in consumers’ minds to differentiate a brand and influence consumers’ brand preference.

Article

This US report by Nielsen explores the Mass Affluent consumer segment (representing 11% of all US households), which consists of seven distinct groups, each with its own lifestyles, media patterns and preferences.

News

LONDON/WASHINGTON: The inaugural  Admap Prize  has been won by Nick Hirst of Dare, the London-based agency, for his paper arguing that "experience architecture" will shape the future of planning in brand communications.

Research Paper

The present article examines the relevance and importance of perceived interactivity for online newspapers.

Article

Technology has been said to contribute to the destruction of human relationships and the deterioration of intelligence and creativity.

Research Paper

This study investigates the context effects of TV programme embedded interactivity on the attitude toward an advertisement placed within the interactive programme.

Research Paper

This paper examines the competitive strategies in the South Korean mobile television market between two leading contenders, TV broadcasters and mobile phone service providers.

Opinion

It's been said that a good book tells the truth about its hero and a bad book tells the truth about its author.

Article

This paper provides an overview of the wines, brandy and brandy spirits industry in the United States.

Article

This paper provides an overview of the fiber optics industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies.