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News

BEIJING: Alibaba, the Chinese e-commerce giant, has unveiled several significant enhancements to its Intellectual Property Protection (IPP) Platform as it seeks to reassure brands that its online marketplaces are safe from counterfeiters.

Article

This article addresses how news brands covered the early days of President Donald Trump’s administration, and outlines some recommendations for improving their output going forwards.

Article

This article details the headline findings from research conducted by the CMO Council, the executive network, into how well brands are responding to consumer needs in the online and offline worlds.

News

LONDON: Customer journey maps should be treated like products, led by a manager responsible for the journey’s business performance, according to an industry figure.

Opinion

Jerry Daykin, Head of Global Digital Media Partnerships at Diageo, chaired the judging panel for this year's WARC Media Awards partnerships and sponsorships category.

Opinion

Great media thinkers must be multi-dimensional. They must be able to both understand the rules and create the conditions necessary for creativity to have impact.

Article

This article provides a best practice guide on how to map the customer journey in order to gain a better view of the ecosystem from inside the business and understand how customers experience a brand.

News

LONDON: Music is the least understood element of branding strategy, and yet it is one of the most powerful markers of a brand, fundamental to the experience that customers remember, an industry figure has argued.

Article

This report highlights trends among the campaigns entered into the 2017 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches, metrics and regional variation.

Opinion

Music is a powerful tool for branding that rarely receives recognition. iris' Eve Carpenter looks at how brands like John Lewis and Domino’s Pizza have used music to grab attention, build association and cement an emotional connection.

Article

This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.

News

NEW YORK: There are sound reasons for co-promotion, the practice of promoting two or more products with one message, but marketers still do not fully understand how media planning and buying shape the results, a paper in the Journal of Advertising ...

News

LONDON: UK marketers are willing to pay celebrity influencers on Facebook up to £75,000 for a single post mentioning the brand they want to promote, a new survey has revealed.

Article

This article looks at the comparison between two approaches to consumer decision behaviour - the utility model (RUM) and Random Regret Modeling (RRM) - and offers a hybrid solution to provide a more effective framework.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.

News

GLOBAL: Developing the communications strategy, defining its role in addressing the brand's problem, and transcribing it into a brief for the creative department, are key ways in which an agency adds value, two industry figures say.

Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

News

LONDON: Header bidding has solved many problems in the programmatic buying process but its very success has thrown up new ones, according to an industry figure.

Opinion

The great houses of Westeros, from HBO’s Game of Thrones operate much like corporations. There are executives (lords), subsidiaries (vassal houses), and hostile takeovers (wars).

Article

This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.

Article

This article provides a summary of how Header Bidding works, its benefits and drawbacks and best practices for how agencies and marketers can leverage Header Bidding to achieve their campaign goals.

Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.