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Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

News

HONG KONG: Mozilla, the internet non-profit known for its Firefox web browser, can’t compete directly with the likes of Google and instead emphasises its difference and its conscience, its CMO has said.

Article

This event report addresses how Diageo, the alcoholic-drinks company, is approaching the virtual-reality (VR) space.

News

NEW YORK: As the Millennial demographic enters its peak spending years it becomes more important than ever for brands and retailers to understand its shopping behaviors, which differ in many ways from those of previous generations, two new surveys ...

Article

This event report outlines how Jet.com, the ecommerce site, has gamified and personalized the shopping experience to attract millennials.

News

LONDON: Director General of the IPA, Paul Bainsfair has written to the UK chiefs of Google and Facebook to ask them to work with the IPA to bring brand safety, measurement and viewability up to industry standards.

Article

This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.

Article

This article explores views around the use of virtual reality as an advertising medium.

Article

This study by Val Morgan and Kantar Millward Brown offers insights into the impact of cinema advertising on audience reach, based on data from 60 Australian campaigns.

News

NEW DELHI: Smartphones are becoming a marketing tool for some retailers and manufacturers in India, who see them as a way of pulling upgrading Indian consumers into their orbit.

News

SYDNEY: Paypal, the online payments system, believes that consumer trust allied to brand ethics is crucial to emotional engagement.

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.

Article

This event report provides some headline findings from analysis conducted by Nielsen, the research firm, into the opportunities the Hispanic-American market presents for pharma brands.

News

CHICAGO: Aditya Birla Group, the conglomerate, successfully tapped into marketing insights in launching and promoting Liva, a fabric brand that helped transform one of its core business units.

Opinion

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

Article

This event report provides tips from senior marketers on how to make people feel more secure about a brand without losing excitement and innovation.

Case Study

This case study looks at InterContinental Hotels Group's (IHG) Channel Shift strategy, as it partnered with the intent marketing platform, iotec, to increase direct bookings.

Case Study

This case study shows how Dunkin' Donuts, a US coffee and donut fast-food chain, became more popular with millennials by partnering with Spotify and a mass of social platforms to celebrate music.

Article

This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.

News

SAN DIEGO: Marriott, the hotel and hospitality company, has enjoyed considerable success in leveraging Snapchat, the mobile-messaging platform, to engage young consumers.

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.

Article

This event report outlines how Aditya Birla Group, the conglomerate, built its Liva apparel brand based on marketing insights.

Article

This event report addresses how Marriott International, the hotelier, uses each of its main social media channels for a distinctive purpose.

News

NEW DELHI: Coca-Cola India is determined on returning to double-digit growth through expanding its portfolio of drinks, greater segmentation and significantly increasing its fruit-buying capabilities, the head of the company has said.