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Research Paper

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

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

Expect the unexpected says easyJet’s Lis Blair, who spoke to WARC as part of a series of interviews with CMOs from around the world for the Toolkit 2019 report.

Article

Helps marketers justify marketing investment to the c-suite by looking at the types of campaigns that are most profitable, the consequences of cutting budgets and how to command a price premium.

Article

Looks at the biggest FMCG brands in the world, including what the megabrands are and categories that count in the top 100.

Article

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.

Article

The founder of data company Heart-Data Inc introduces the Japanese concept of “ikigai” and how to apply it to brand (personal brand or business brand) questions.

Research Paper

PepsiCo, a food, snack and beverage corporation, launched insights research in India to decode “local” markets, which is useful for MNCs (multinational corporations) battling the threat of local competition.

Case Study

Bolia, a Danish retailer of Scandinavian designed furniture, disrupted the traditionally conservative furniture category and leveraged the recession to gain market share and accelerate business growth.

Case Study

Bolia, a Danish retailer of Scandinavian designed furniture, disrupted the traditionally conservative furniture category and leveraged the recession to gain market share and accelerate business growth.

Case Study

Nissan Canada, a car manufacturer, used the re-launch of the Nissan Rogue to earn a greater share of the crossover utility vehicle (CUV) segment via compelling long-form storytelling.

Case Study

Bolia.com, a Danish furniture retailer, increased positivity towards its brand reputation in Denmark by launching ads that mimicked the communication of high fashion.

Case Study

PureGym, a chain of fitness clubs, became market leader in the UK by reinventing its communication strategy to create a more targeted approach.

Case Study

Lidl, a value supermarket, showed that increased advertising spending correlates with an increase in sales via its four-year UK #LidlSurprises campaign.

Case Study

O2, a telecommunications brand, developed an offer for its UK iPhone customers that led to over half of all new and upgrading iPhone 8 customers to increasing their tariffs to get the deal.

Case Study

SK-II, the Japanese luxury skincare brand owned by P&G, decided to give a voice to the 'leftover women' of China.

News

Apple and Google have again been named as the world’s two most valuable brands, but the big news is that Amazon is now ranked third after achieving brand value growth of 56% over the past year, while Facebook’s valuation declined by 6%.

Article

As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).

Article

This Company Profile from Euromonitor provides key details and analysis of Coty Inc, owner of brands such as Rimmel and Marc Jacobs.

Article

This Company Profile from Euromonitor provides key details and analysis of Imperial Tobacco Group Plc, the owners of brands such as Davidoff, West and Gauloises.

Case Study

Budweiser, a beer brand owned by AB InBev, increased its share of market in Brazil by helping basketball player, Oscar Schmidt, to be drafted into the NBA All Star Weekend.

Case Study

Nissan, the automobile manufacturer, emphasised the off-road capabilities of its Rogue crossover utility vehicle (CUV) to increase sales in Canada.

Article

Examines how to achieve two of the main measures of brand strength – aided and unaided brand awareness – and expands on how to get the most out of commercial and other advertising as a result.

Case Study

IKEA, a furniture manufacturer, launched the Game of Throws campaign in the UK to keep IKEA current.

Article

This Company Profile from Euromonitor provides key details and analysis of SC Johnson & Son INC, the world’s fifth-largest home care player and the global leader in air care.