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Article

This interview examines the success of the Art Fund non-profit’s Art Pass campaign in the UK.

Article

This report provides part I of an overview of company strategies in the world health and wellness market, including packaged foods, soft drinks and hot drinks, examining industry challenges and multinationals' activities.

News

LONDON: Weetabix, the breakfast cereal, believes that its management structure and workplace culture is central to its ability to successfully respond to the UK’s changing breakfast habits.

Article

This Company Profile from Euromonitor provides key details and analysis of Kellogg Co, the owner of brands such as Keebler, Nutri-Grain, Special K, Corn Flakes and Coco Pops.

Case Study

This case study describes how Moma, a British porridge brand, redesigned to weather the move from busy commuter train station sales, to retail sales, by creating an ownable brand design to support the entire portfolio.

Research Paper

This article shows how demographics become a far less reliable tool for marketers and introduces seven new mindsets that far better describe consumers' behaviour.

Article

This report reviews the strategies and priorities of the 15 largest packaged food players in the world, covering the forecasts from 2015-20.

Article

This article argues that marketers must think about the distribution strategy for their content at the start of the process, not at the end, in order to get people to start sharing it.

Case Study

This case study details a re-branding campaign for Genius, the gluten-free brand, responding to growing pressure in the UK in an increasingly mainstream market.

Case Study

This case study shows how a campaign for UK food brand Marmite deliberately created a national scandal to turn around falling sales.

Opinion

What marketing do to boost a brand weakness? A quick scout of Warc.com finds a myriad of challenges and solutions.

Article

This essay explores how digital advances have changed the role of brands, and argues that brands need to address these and anticipate further changes.

Article

This Company Profile from Euromonitor provides key details and analysis of Cereal Partners Worldwide.

Article

This event report describes eight lessons for storytelling that brands can take from children's stories.

Article

This Company Profile from Euromonitor provides key details and analysis of Associated British Foods, the owner of brands such as Kingsmill, Ovaltine and Mazola.

News

SYDNEY: First-aid products dominated Australia's annual top ten most trusted brands list for the second consecutive year, according to the latest consumer survey.

Article

This report provides insight and analysis from a macro-economic perspective of M&A activity across the key consumer products sub sectors, using M&A data provided by 36 leading European companies.

News

LONDON: Increasing numbers of large UK brand owners are being targeted for purchase by foreign companies, figures from Experian, the information provider, show.

News

BEIJING: Brand owners from China are pursuing a range of strategies to try and expand abroad, but the results experienced by firms like Lenovo, Li Ning and Jianlibao have been equally varied.

Case Study

Weetabix launched Weetabix Chocolate in the UK with this campaign, which provides an example of successful NPD in the FMCG sector.

Research Paper

This paper describes a framework for understanding and researching brand choice. The underlying model starts from the assumption that purchasers faced with alternative brands will select what in their judgement suits them best.

Article

Based on a new IPA report, this article describes a range of models exploring how advertisers have coped with the notion of integrated communication strategies.

Article

This chapter of the IPA's Datamine report, New Models of Marketing Effectiveness, analyses the IPA Databank with two questions in mind: Is there any evidence that there has been a true paradigm shift in approaches to integration, particularly away from the 'matching luggage' of traditional integration towards a more orchestrated approach? And, if so, what are the implications for effectiveness? Although traditional campaign integration around a creative idea remains the dominant model, it finds that there has been a clear shift to campaigns orchestrated around a more abstract brand idea.

Article

This chapter of the IPA's Datamine report, New Models of Marketing Effectiveness, assesses thinking up to now on integration, and discusses its relevance in the current environment.

Article

This chapter of the IPA's Datamine report, New Models of Marketing Effectiveness, provides practical insights into applying the models it discusses to different business tasks; for a given objective, sector or business challenge, it asks which model is the one most likely to deliver results? Financial advertisers make much more use of advertising-led integration.