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Article

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.

Article

This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.

Article

This article explores the historical link between political research and opinion polling and suggests alternatives to the latter, which should however be approached with caution.

Article

This event report explores why more businesses ought to invest in multichannel attribution, as the current norm is that flawed maths and digital attribution models only provide half of the picture.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Article

This article explores various examples where consumer trust has been violated including how this happens and how it can be avoided in the future.

Research Paper

This paper describes a research project for the European cooking business of Unilever, the food and FMCG manufacturer, which analysed social media data to identify opportunities to use social platforms to drive growth.

Research Paper

This paper explains a project from the UK Government's Home Office to understand and identify the groups most vulnerable to serious and organised crime in order to increase prevention efficiency and reduce crime.

Research Paper

This paper explores the application of behavioural economics and neuroscience as tools for enhancing the recruitment of participants to qualitative research studies.

Case Study

This case study shows how Public Health England, an agency for the Department of Health, created a marketing manufactured health intervention campaign to dramatically increase quitting attempts at smoking.

Case Study

This case study describes how the Department for Transport's 'Think!' campaign, created to reduce deaths and serious injury on the roads, improved its efficiency to save more lives despite an 80% budget cut.

Case Study

This case study shows how Walls, an ice-cream brand in the UK, created a child-like humorous campaign to increase sales.

Research Paper

This paper explores the effect of generations in market research, specifically when, why and for whom social and digital metrics provide informational value that traditional research cannot.

Article

This article suggests 5 steps to developing a flexible, adaptable strategy for e-commerce, through insight that creates a solid case, and constant improvement.

Case Study

This case study looks at a campaign from the UK National Lottery that gave players more chances to win and more often with the tagline '#PleaseNotThem: Play makes it possible'.

Research Paper

This article describes the ways in which digital advertising fraud is being committed, as well as outlining how marketers should respond.

Research Paper

This paper talks about the impact of illicit trade, drawing attention to the growing problem by analysing its core drivers and describing the main winners and losers of the shadow economy.

Article

This article explains how account-based marketing (ABM) has evolved to outperform any other marketing approach and why it is time to position it as a business change initiative to drive company growth.

Case Study

This case study shows how Public Health England, the executive body of the UK's Department of Health, mounted a campaign, Change4Life, to tackle childhood obesity, inspiring a social movement for healthier lifestyles.

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.

News

NEW YORK: Fraudulent impressions, infringed content and malvertising cost the US digital marketing, advertising, and media industry $8.2bn a year according to a new study from the Interactive Advertising Bureau (IAB) and consulting firm EY.

Case Study

This case study describes how Lloyds Commercial Banking launched a campaign based upon service in order to make UK small to medium-sized business (SME) prospects switch bank.

Article

This article presents six models – organised around the 'who', 'how' and 'what' of retail – that operators will need to embrace in order to ensure successful shopper marketing strategies to 2025.

Article

This article describes how marketers in the United States can achieve specific goals without a multimillion-dollar budget by being smart and creative with the resources they have at their disposal.

Article

This article explains how Vodafone, the telecommunications company, used a content marketing strategy in the UK to change its brand positioning with business customers.