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Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

Case Study

Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.

Case Study

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

Opinion

The entry deadline for the IPA Effectiveness Awards is in sight. Even if you are behind schedule, don't panic! IPA Effectiveness Editor Carlos Grande summarises how to avoid the most common pitfalls that keep entrants off the Awards shortlist.

Article

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.

News

MUMBAI: Changes in the Indian consumer landscape, including increased broadband penetration, a younger demographic growing in economic strength, and private label brands are threatening the hold of big consumer brands on the country.

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.

Case Study

Saregama, an Indian music company, launched a new radio product targeting the over 50s in order to increase revenue from its back catalogue of music.

Case Study

Royal Caribbean, the holiday company, used social media to connect with consumers in a competitive market in the US.

Article

Global strategies, campaign updates and trends in the insurance category.

Article

This Company Profile from Euromonitor provides key details and analysis of Apple Inc.

Research Paper

This article summarizes our work using a network-based approach to mapping the main constituencies discussing specific topics on Twitter.

Research Paper

This article reports on differences observed when asking a simple polling question in a traditional way—that is, asking respondents for predictions about their own voting behavior versus asking respondents for predictions about a friend's voting behavior.

Research Paper

In this article, we report the results of a study that tested a values-based method of predicting political election results.

Article

This Company Profile from Euromonitor provides key details and analysis of H&M Hennes & Mauritz, the owner of brands such as H&M, COS, and & Other Stories.

Opinion

The nefarious activities of bad actors in the Facebook/Cambridge Analytica debacle may spark an unwarranted moral panic around the use of psychometric profiling in consumer research, argues Eaon Pritchard.

Article

Describes how brands can achieve growth by using common sense, instead of following current industry fashions.

Article

Examines the potential of artificial intelligence in business and of its impact on human society in the long term.

Article

To market effectively to Hispanic consumers, who account for 18% of the total US population, brands need to offer a true reflection of what it means to be Hispanic – that speaks to both Hispanic traditions and American culture.

Article

Provides publishers with essential information on how to prepare for the General Data Protection Regulation, which increases compliance obligations around the collection and processing of personal data.

Article

Explains the roles that a sceptic and enthusiast can play in helping to find and develop a brand purpose.

Article

Explains how the benchmarking process can be applied to marketing, describing seven marketing capabilities worth benchmarking, from product development to marketing implementation.

Article

Big brands have been criticised for allocating too much adspend to overly targeted digital media, but without much proof that it reaches and engages consumers, marketers might be tempted to abandon it altogether.

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

This Company Profile from Euromonitor provides key details and analysis of American Express.