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Opinion •
Catherine Barr shares the four golden rules of transcreation she’s learnt setting up creative translation agency franklyfluent.
Case Study •
Unilever-owned personal care brand Dove employed TV and digital to launch its Baby Dove range, focusing on body wash, in the Philippines.
Article •
Global strategies, campaign updates and trends in the carbonated soft drinks category.
Article •
Outlines the insights gleaned from interviews with several DTC challenger brands as well as brand consultancy eatbigfish's own experience of working with challenger brands.
Article •
Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.
Article •
HSBC, the financial-services provider, used an innovative, customer-facing robot to drive various core metrics at its flagship branch in New York City.
Research Paper •
Patients seeking medical care are traveling greater distances for treatment. The globalization of health care has given rise to a thriving global medical services industry.
Article •
Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.
Research Paper •
This article looks at how companies can rebuild trust with consumers over the use of their data with the advent of increasing regulation, such as GDPR.
Article •
Many brands default to dull, hyper-corporate video content but bringing it to life can be easy if marketers follow some easy tips.
Article •
Brands can make their assets work harder if they follow certain key rules – Martin Guerrieria, Global BrandZ Research Director at Kantar Millward Brown, explains their influence.
Opinion •
The increasing importance of customer experience as a differentiator could herald a golden age of marketing, suggests Direct Line’s Mark Evans, who spoke to WARC as part of a series of interviews with CMOs from around the world for the Toolkit 2019 report.
Article •
Pre-testing campaigns is a divisive topic in the advertising industry, but Ehrenberg-Bass’s marketing science indicates the practice is more useful for some strategies than others.
Opinion •
Sam Thomson of The Body Shop discusses CX, the role of the store, and a return to brand-building, as part of a series of interviews with CMOs for WARC’S Toolkit 2019 report.
Article •
WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
Opinion •
The success of the ‘Dundee’ Super Bowl campaign points the way for the future, says Tourism Australia’s Lisa Ronson, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.
Article •
This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
Article •
Provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.
Case Study •
Age UK, the charity dedicated to older people, co-created a TV programme in order to explain the issue of loneliness and increase donations and volunteering in the UK.
News •
The combination of data and technology is crucial to the development of smart cities – one of Admap’s Drivers of Change in 2019 – but their past will dictate much of how that plays out and influence how marketers approach their ...
Research Paper •
Vocalink, a payment systems company, combined cultural, ethnographic and user experience research to develop insights that helped Thailand’s PromptPay real-time payment system increase user adoption by 48%.
Article •
Summarises Admap's December issue by looking at five consumer trends that will affect marketers in the year ahead, exploring both the opportunities and challenges these present.
Article •
Details the emergence of megacities – clusters of cities and suburban areas that contain enormous populations – and what marketers need to do to target them.
Article •
Identifies consumer trends that will impact the wellness industry in 2019 and beyond, highlighting high-growth opportunities to help brands foster innovation, spark growth and connect with consumers.
Case Study •
Detergent brand OMO created a campaign to get mums in Vietnam to spend less time on their phones and more time with their kids in summer, using TV, digital and out of home advertising.