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Case Study

UBISOFT, a gaming brand, reinvented the ‘Just Dance’ game in Europe by producing a campaign that reminded gamers of the social power of dance.

Research Paper

This article looks at trends in internet usage, tech ownership and connected home in Q2 of 2017.

Research Paper

This article looks at the trends in internet usage, tech ownership and the connected home in Q1 of 2017.

Article

This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

Article

This Company Profile from Euromonitor provides key details and analysis of Nintendo Co Ltd. Included is a strategic evaluation with key facts about the Japanese company, competitive positioning against comparative brands, and assessment of its position in the leisure market.

Article

This Company Profile from Euromonitor provides key details and analysis of Microsoft Corp, the owner of brands such as Xbox.

Article

This Company Profile from Euromonitor provides key details and analysis of Sony Corp, the owner of brands such as Playstation.

Article

This article describes an open-ended research technique that was used to generate insights about 'adult sharing' when traditional methods were no longer useful.

Case Study

This case study describes how Kia Motors Australia built deeper engagement with target consumers and improved perceptions around Kia's quality and innovation credentials through maximising the impact of its Australian Open Tennis sponsorship.

Article

This article sets out the digital trend of using motion-sensor and voice-recognition technologies to control products.

News

KYOTO: Nintendo, the Japanese games company, plans to expand its presence in emerging markets next year by developing a new console especially for these nations, the company's president has revealed.

Article

This article looks at 'haptic' technology, which allows hardware to provide tactile feedback to those who touch it, and the growth of sensory marketing.

News

BEIJING: Makers of games consoles have responded cautiously to the lifting of China's ban on sales of foreign-made products as the announcement by the State Council came hedged with various caveats .

Research Paper

This paper discusses the challenges faced by consumer insights teams, with reference to a case study of an innovation project with the brand AlaTurca, a salty snack brand owned by PepsiCo, in Turkey.

Article

This event report discusses how Zumba and Cisneros Group have taken ideas from Latin America and given them a far broader appeal.

Research Paper

This study adopts a meta-analytic approach to review the performance effects of the market predictors of new product performance and their structural relationships.

Article

This Speed Read summarises The Face-to-Face Book, a book which provides insight into how marketers can incite conversations about their brand by tapping into real time conversations.

Case Study

For this campaign, Coca-Cola reached out to teens in Hong Kong by tapping into local slang and launching an integrated media effort across TV and mobile devices.

Case Study

To drive Australian sales of Alienware, Dell's high-end made-for-gaming laptops, the PC maker reached out to console owners for the first time, targeting avid gamers despite them having limited screen time.

Case Study

In 2011, Philips, the lighting and consumer electronics group, had the idea of connecting light to the internet.

Article

This article provides a brief overview of gesture control, which enables computers to sense a user's movements through infra-red technology and reflect them on the screen (as demonstrated by Nintendo's Wii gaming console).

Article

This presentation examines how Americans buy and use music, home entertainment, books and games. The trend away from physical media and towards digital continues in all of these categories.

Article

The US gaming consumer has changed over the past few years with more users playing more than one type of device, and a greater number of younger and female gamers.

Article

As many industries face an increasingly commoditized environment, brands that are focusing their efforts on building an experience are benefiting from high levels of advocacy and reduced reliance on customer acquisition efforts.

Article

Warc's Toolkit 2013, in association with Deloitte, distils the smartest new thinking and best practice in marketing into a guide for the year ahead.