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Opinion

The advertising industry, and its awards, celebrates only success - forgetting the failures from which we could all learn important lessons, argues Gareth Kay.

Research Paper

This paper explores how to apply design thinking elements in the process of creating meaningful service experiences among different customer touchpoints in the Chinese market for beauty products and apartment positioning.

Research Paper

This paper explores how PepsiCo, a food and beverage company, used a comparative assessment between multiple markets to measure the impact of the current economic situation on consumers in Egypt, Tunisia and Saudi Arabia.

Research Paper

Agency creativity is a product of team efforts whereby members interact to share knowledge, skills, and expertise to produce creative campaigns.

Article

In this article, the author warns brands against overestimating the customer's desire for enhanced customer experience management.

Research Paper

Based on findings from four in-depth case studies within global brand manufacturers in the fast moving consumer goods (fmcg) industry, this paper develops a framework for understanding the organisational processes that support consumer co-creation within new product development (NPD).

Article

This article tells the story of the growing number of creative agencies that are refusing to offer creative speculation when pitching for new business.

Research Paper

This study from NFU Mutual, a rurally-focused insurance company, details how the company tailored communications to farmers in order to give more farmers a succession plan to keep their holdings alive.

Research Paper

This paper describes a UK research project for Sky, a 'triple play' (TV, Broadband & Telephone) service provider, to determine a name for a new nationwide multi-category product launch.

Research Paper

This paper describes the development of an integrated research 'compass toolset' for KAO Salon, a salon products manufacturer, to help it build consumer insights into its brand mission in Germany.

Article

This article argues that, as most in the marketing industry are looking for the next big thing, they must learn to nurture and encourage creativity and innovation by going through a few simple steps.

Article

This event report addresses how Clorox, the consumer goods manufacturer, developed a more effective approach to shopper marketing through adopting a truly holistic strategy in the US.

Article

This article collects current thinking and reading on focus groups and workshops as a method for gathering insights: a highly effective and in-depth approach, focus groups can reveal emotional, implicit and non-verbal thought processes.

Case Study

This article provides excerpts from the winning case studies of the 2016 David Ogilvy Awards, including campaigns from Nestle, Boeing and Ontario Women's Directorate.

Article

This article argues that neuroscience insights need to be integrated into the early stages of developing creative concepts in order to produce better and more effective ads.

Article

This event report outlines how Unilever, the FMCG group, is transforming marketing research for the digital age.

Opinion

If I were to suggest that almost every conversation you have about brands is influenced by the thinking of a Viennese psychologist, you'd probably think I was talking about Sigmund Freud.

Article

This article shares insights on the best practical ways to improve the user experience for digital consumers.

Article

This article examines the case of Pimp My Cause and makes the argument that marketing teams can use working for social causes as mutually beneficial training schemes.

Article

This article assesses the legacy, or lack thereof, left by the motivation researcher Ernest Dichter.

Research Paper

This paper examines consumer trends in Latin America with a view to the complicated background forces that dictate their development.

Article

This article argues that personalised advertising can provide new value opportunities for customers and companies, but that personal advertising misunderstands how advertising works.

Article

This event report covers how MasterCard re-tooled its digital marketing strategy around eight key areas of transformation.

Case Study

This case study describes how the motorcycle insurance company Progressive created pop-up salons and a health awareness organisation to reward loyal customers and engage the wider American public.

Case Study

This case study explores how Wyevale – the largest garden centre chain in the UK – adopted a three-pronged Food & Beverage development strategy of renovation, innovation and expansion to make the most of its hospitality offerings.