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News

Search marketing has proved to be very effective for brands, which spend more than $100bn a year here, but they need to rethink how they deploy search spend and how they can use it across the path to purchase, a WARC report suggests.

Article

Part of WARC's Marketer’s Toolkit 2019, this report shows why offline experience will matter as much as online customer experience (CX) in 2019.

Article

Deloitte Digital, the creative digital consultancy, believes that a wave of coming technological innovations could have a huge impact on marketing.

Opinion

Direct to consumer strategies are taking the business world by storm. This month’s Admap explores the implications of this structure and uncovers the lessons and success stories that you need to know.

Article

Global strategies, campaign updates and trends in the out-of-home market.

Article

Looks at how direct-to-consumer brands are shaking up retail and disrupting consumer packaged goods by raising the consumer expectations that all brands must meet.

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

Discusses how DTC brands create brand salience through a persistent and purposeful brand experience, rather than pure ad-driven front of mind brand recollection.

Article

Offers an industry overview of alcoholic drinks, including innovation and disruption caused by changing consumer attitudes.

Article

Looks at digital transformation in the travel environment, including seamless travel, the customer journey and how the industry is future-proofed for success.

Opinion

Some brands that hit the headlines for the wrong reasons disappear, others seem to miraculously bounce back.

Article

Surveys and summarises guidance and reading on the topic of NPS, a measure of customer satisfaction and a useful metric for evaluating brand health.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Article

This article sets out key insights about the use of virtual reality within the advertising industry, arguing that the complete brand experience it can offer users will make it increasingly important in an ever more distracting world.

Article

This article provides guidance and extended reading on using the senses in marketing, cutting through clutter with positive associations and subconscious purchase drivers.

News

Ownership over the whole brand experience and the data that stems from it is a big theme in the WARC Marketer’s Toolkit 2019; at its launch in London yesterday, experts gathered to share perspectives and insight on the strategic landscape in ...

Article

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

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

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 marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.

Case Study

Car brand Dacia used old football shirts donated by fans and worn during the Serie A match between Udinese and Lazio to communicate its 'Much more than you expect' strategy in Italy.

Article

This article provides marketers with information and guidance about attribution and marketing mix modelling.

Case Study

Excella Gold, a Nestlé brand of infant formula milk, partnered with navigation app Waze in Mexico to increase brand awareness among parents by increasing environmental stimulations for infants.

Case Study

Schroders, a multinational asset management company, created a behavioural finance and investor education platform in the UK, which produced bespoke research to offer a new approach to investor support.

News

Unilever, the consumer packaged goods giant, is taking a nuanced approach to influencer marketing as it seeks to leverage the upsides of this strategy as well as tackling the current obstacles.