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Opinion

The modern Christmas ad is deeply associated with John Lewis and its mega-successful formula of tear-jerking storytelling and thoughtful gifting.

News

LONDON: The launch of the iPhoneX has brought facial recognition nearer the mainstream, a development which is likely to open up new avenues for advertisers while increasing the concerns of privacy campaigners, according to a new WARC report.

Article

Discusses the rising popularity of facial recognition technology, which retailers have been investing in, partly as a means of tackling shoplifting, but also with the intention of improving the shopping experience.

Opinion

If you work in advertising, chances are that someone outside the industry has asked you about subliminal advertising.

Case Study

Rock Bottom Restaurant & Brewery increased the number of clients in their home base of Denver Colorado utilizing Waze.

Case Study

The University of Melbourne launched a campaign to raise awareness about its research investment.

Case Study

Food company Hormel Gatherings promoted increased brand awareness and sales of their party trays in the USA through a campaign based on customer insight research.

News

EUROPE: Channel 4 has joined the European Broadcaster Exchange (EBX), a digital sales group which intends to tap into the continent’s rapidly growing video ad market and to challenge the dominance of the digital duopoly in this area.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

News

SINGAPORE: Kellogg’s used to have to contend with unenthusiastic consumers in India, where sales of its corn flakes were sluggish two years ago, but the FMCG group managed to re-engage consumers through effective video content marketing.

News

SYDNEY: In focusing on the television versus online debate, marketers are in danger of neglecting less glamorous media choices that consumers find genuinely useful in making purchase decisions, new research suggests.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Research Paper

An experiment for Heineken, the beer brand, found that interacting with consumers using WhatsApp or chatbots provides better discussion than traditional forums and valuable insights for qualitative research.

Article

Walmart, the retail giant, is using strategic partnerships as a way to drive its ecommerce business forwards.

Opinion

Studies suggest that likability is the key driver of advertising efficacy, outperforming all other measures as a predictive metric, so, argues Faris Yakob, why don’t more brands aim for being liked – a much more realistic goal than being loved.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Case Study

Confectionery brand Doublemint used a multimedia approach to relaunch the brand in India.

Article

This Girl Can, Sport England's campaign to get women aged between 14 and 40 exercising in some way, successfully changed women's attitudes and behaviours around keeping fit.

Article

Kellogg's, a breakfast foods manufacturer, developed recipe-orientated video content and used audience segmentation to drive sales in India.

Case Study

Volkswagen India, the car maker, addressed the emissions scandal that had affected the brand's reputation globally with a social media campaign featuring ordinary Volkswagen owners.

Case Study

Online brand Amazon used a TV-led campaign to reposition its Kindle e-reader in the Indian market.

Case Study

Telco brand Singtel used a multimedia campaign based around digital firecrackers at Chinese New Year to build brand affinity among families in Singapore.

Article

Pokémon Go has given people a taste of AR technology which has the potential to transform the retail experience.

Article

This article looks at how marketers can use big data and data-driven marketing to build a data strategy.