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News

LONDON: Uncertain economic times are driving marketers to shift their spending into activation – and digital advertising – according to the latest IPA Bellwether Report.

Article

This paper explores the current writing on the subject of Twitter as a marketing tool; the microblogging platform boasts 328m monthly active users worldwide, and an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

News

CHICAGO: Brands should not forget the power of "presence" in making a long-term impact with consumers, according to Ivan Pollard, the newly appointed CMO of General Mills, and previously a strategic marketing leader at Coca-Cola.

News

LONDON: Digital media is expected to play an important role in the upcoming UK general election, despite the concerns that emerged around fake news and social echo chambers during the US presidential campaign.

News

LONDON: UK marketers are putting Brexit concerns to one side as new research shows they revised their budgets up in Q1 2017, with significant growth recorded in internet and main media advertising categories.

Article

This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.

News

LONDON: UK advertising expenditure increased 4.2% in Q3 2016, the quarter that followed the country's vote to leave the European Union (EU), according to the latest figures from the Advertising Association and Warc, which are due to be published in ...

News

LONDON: UK marketing budgets were revised upwards in the fourth quarter of 2016, according to the latest IPA Bellwether Report, which also highlights a positive outlook for the coming year.

Article

This event report outlines how Microsoft, the technology company, is using digital storytelling to engage consumers.

News

LONDON: UK marketing budgets were revised upwards in the third quarter, even as marketers expressed a growing degree of pessimism over industry's financial prospects, according to the latest IPA Bellwether Report.

Case Study

This case shows how Eircom, an Irish telecoms giant, re-launched under a new brand name Eir, which energised the organisation, engaged the Irish people and helped to transform its prospects.

Article

This report highlights trends among the campaigns entered into the 2016 Cannes Creative Effectiveness Lions, including campaign budgets, media channel usage, campaign duration, creative approaches, metrics and regional variation.

News

LONDON: Despite a sharp uplift in UK marketing budgets in Q2 2016, the latest IPA Bellwether Report has downgraded its adspend forecasts for both 2016 and 2017 because of the uncertainty caused by the UK's vote to leave the European Union.

Opinion

This guest post is by John Ounpuu who is co-founder of Modern Craft, a digital strategy agency .  @jounpuu Econsultancy recently published a detailed report on Marketing Budgets in 2016 .

Research Paper

This article discusses the findings from a 2015 large-scale global empirical study conducted by Kantar Vermeer in order to provide readers with a practical roadmap to customer-centric revenue growth.

Case Study

This case study shows how Unilever rolled out the latest phase of its 'Real Beauty' campaign in India, by challenging stereotypes on Twitter with a campaign burst that lasted just eight hours, but received an overwhelming response.

News

LONDON: UK marketing executives are currently "living in a period of flux", according to the author of the latest IPA Bellwether report which reported a modest upwards revision of budgets in the first quarter alongside declining confidence about ...

Research Paper

This article discusses brand investment and valuation, emphasising the lack of hard financial value to a brand, and suggests a roadmap for monitoring marketing investment return.

Opinion

This guest post is written by Richard Waring, CEO and co-founder of ResearchExchange.com The world has become increasingly connected through the proliferation of digital channels in recent years.

Article

This article describes the best practices and principles to keep in mind when marketing to men, a group changed by recent history; ideas of masculinity and roles in society have changed - marketing must change also.

Article

This article focuses on the hardware, both large and small, that could ultimately change the everyday lives of consumers, from next-generation TV sets to smart fridges and self-flying drones.

News

LONDON: UK marketers remain optimistic about the year ahead but slightly less so than three months ago, according to the latest IPA Bellwether Report which also found that marketing budgets were revised up only marginally in Q4 2015.

Article

This article highlights emerging technologies that are likely to have powerful applications for brands, and identifies which products, tools and services are closest to entering the mainstream.

Opinion

We estimate global advertising spend (based on 12 major markets) increased by 2.2% in purchasing power parity (PPP) terms in 2015.

Article

This article presents the predicted advertising expenditure across 12 key markets for 2015 and 2016.