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Opinion

Marketing’s problem is that it controls relatively few business growth levers, says Dan Burdett, Chief Marketing Innovation Officer EMEA, eBay, in an essay for WARC’s Future of Strategy report 2018 .

Research Paper

Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests.

Article

360i, the agency, has helped brands such as HBO and National Geographic create compelling voice apps that successfully engaged consumers.

Article

Explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Article

Provides insights from the 2018 Mobile World Congress (MWC), which discusses the age of hyperconnectivity, issues such as the 4th Industrial Revolution (thanks to 5G) and the application of Artificial Intelligence.

Article

Argues that the 'planner of the future', who can help guide clients through well-argued and supported strategies for growth, is in more demand than ever.

Article

Provides best practices for omnichannel retailing, including priorities, challenges and the state of omnichannel by region.

Opinion

AI is a regular feature of news stories across nearly every industry. But, says Stephen Upstone, the headlines hide the fact there's a big human role in making AI work effectively.

Article

Explores how best to approach in-store marketing and explains how the best of in-store activation needs to benefit categories overall not just one brand, and deliver gains for shoppers, brands and retailers alike.

Case Study

Hangar 1, a vodka brand, successfully increased sales in the US by launching a PR and social media campaign around the creation of its new, sustainable product.

Case Study

BMW Russia, an automotive brand, increased brand awareness in Russia by creating a free toll on a busy highway in Moscow for BMW, and its competitors', customers.

Case Study

Knorr, a food brand, remade an old brand for a new generation globally by finding fresh insight in a stale category.

Article

A look at how artificial intelligence (AI) can be used by marketers and how they can get started on their AI journey.

Case Study

The National Safety Council (NSC), a non-profit public service, increased awareness of the dangers of taking opioids in the US by creating a memorial with a wall of pills that had the faces of overdose victims carved into them.

Article

One of the original online companies, eBay, uses radio advertising to get its brand into the centre of people’s lives and regain cultural relevance.

Article

Provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

Article

This article examines the impact and ramifications of the explosion of digital commerce and analytics.

Case Study

Allied Irish Bank (AIB), a financial services provider, launched a campaign in the UK and Ireland to revitalise its sponsorship of the Gaelic Games (GAA) and redefine its commitment to the sport and its fans.

Case Study

Virgin Atlantic, a British airline, launched the ManFran campaign in the UK to celebrate the first direct flights between Manchester and San Francisco.

Case Study

Central Veterinary Clinic, the biggest vet hospital in Bulgaria, and Let's Adopt Bulgaria, an animal charity, launched a campaign to raise public awareness about how we treat pets.

Case Study

Volkswagen Group Russia launched an integrated campaign focusing on the benefits of laser welding for the Polo model, leading to significant sales growth.

Article

Despite digital out of home’s growth across the world, key barriers to entry and local considerations are important to understand - without forgetting, that sometimes, static paper posters can do the job.

Gunn Report

Looks into which automotive campaigns, along with the agencies that have worked on automotive campaigns, have performed best over the past year.

Article

Provides guidance on how to start down the path of data integration and consider new techniques that power data to action within businesses.