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Article

Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.

Case Study

Brewer Guinness used a campaign based on human stories to strengthen perception of the brand in Great Britain and Ireland.

Article

Procter & Gamble, the consumer goods giant, has been at the forefront of driving change in the digital-marketing space, and has further ambitions to pursue in this space.

Opinion

GDPR will be implemented within weeks and it is particularly important that market research agencies understand its implications.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

Procter & Gamble, the consumer-packaged goods manufacturer, is transforming the client-agency relationship to reflect the new demands facing its brands.

News

SYDNEY: It’s time for marketers to take back control from procurement and focus on creating value rather than just saving costs, according to the head of the Australian Association of National Advertisers, John Broome.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Opinion

With the disruptions of Amazon and other platform companies, marketing is shifting away from communications and advertising, and toward the design of experience.

Article

Argues that the 90s were not a golden age but marketing is about to enter one, thanks to changes in data gathering and technology.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Opinion

With the FIFA World Cup, Commonwealth Games and Ryder Cup taking place this year, 2018 is a big year for sport.

Article

This book, by David Meikle, sets out to answer the question of how to get an audience to really notice your advertising and gives marketers a framework for getting the best out of their agencies and managing the expectations of their procurement teams.

Article

Offers up five ways for marketers to build brands using the element of surprise.

Article

Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.

Article

Today’s marketing leaders must manage customer touchpoints across multiple channels, life-cycle stages and product lines and they must do so while meeting increasing customer demands for real-time, customised communication.

Article

Procter & Gamble, the consumer goods giant, is seeking to transform its agency relationships across a range of dimensions.

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

Case Study

The Bergen International Festival, a Nordic classical and avant-garde music and theatre festival, combined agility with consistent identity to increase ticket sales.

Case Study

The Travelling Bee Company, a honey brand that helps protect bees, relaunched in the UK with a new name and new packaging design to showcase its high quality product.

Case Study

Newfoundland Power, the Canadian utility company, increased participation in its programmable thermostat program by vilifying the dial thermostat.

Article

Explains the importance of the role of shopper marketing and looks at ways that brands can maximise their strategies in order to improve results.

Article

Hilton, the hospitality company, has moved beyond demographics as it seeks to create marketing that truly resonates with consumers.

Article

Summarises knowledge and offers guidance and reading on the Internet of Things (IoT), a term referring to the network of physical devices and objects, such as cars, buildings, watches and fridges, that have sensors and network connectivity embedded in them.

Article

Explores the impact of the increasing popularity of in-house agencies and how traditional agencies need to evolve to meet modern time and data demands.