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Case Study

OMO, the laundry detergent brand, used social media, PR and educational content to change attitudes and increase sales in the Middle East.

News

CAMBRIDGE, MA: In the not too distant future, consumers will rely to a significant extent on AI assistants, with brands having to shift their efforts from building consumer relationships to optimizing their positions on AI platforms, according to ...

Article

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Opinion

Programmatic is creating more capabilities than merely a fast way of buying inventory. Dataxu’s Mike Shaw looks at the brands taking the technique to new heights.

Research Paper

This article reports on differences observed when asking a simple polling question in a traditional way—that is, asking respondents for predictions about their own voting behavior versus asking respondents for predictions about a friend's voting behavior.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Article

Brands should beware becoming addicted to digital hypertargeted advertisements which can be detrimental to brands in the long term.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Article

31% of global spend on luxury items came from China in 2017 – this article outlines how brands can ensure their luxury brand connects with Chinese consumers in the e-commerce age.

Article

This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

Article

Big brands have been criticised for allocating too much adspend to overly targeted digital media, but without much proof that it reaches and engages consumers, marketers might be tempted to abandon it altogether.

Article

Today’s marketing leaders must manage customer touchpoints across multiple channels, life-cycle stages and product lines and they must do so while meeting increasing customer demands for real-time, customised communication.

Article

Suggests how brands can take advantage of the online customer journey, especially social media, to inform automotive purchases, including examples of campaigns from India, Philippines, Korea, Australia and Thailand.

Article

Cookies are losing their relevancy and usefulness for targeted advertising, due to a combination of advances in technology, changes to consumer behaviour and upcoming amendments to data privacy regulation.

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

Research Paper

Food advertising is widely believed to influence children’s food preferences, although the evidence is not conclusive.

Case Study

Galaxy, the chocolate brand, used distinctive and indulgent branding to promote its Golden Eggs shareable chocolate product at Easter in the UK.

Case Study

PizzaExpress, the restaurant group, redesigned its At Home retail range to improve cross purchase consumption in the UK.

Case Study

Seedlip, a non-alcoholic spirits brand, designed the bottle for its launch based on botanical illustrations to stand out from the sickly sweet non-alcoholic drinks category.

Case Study

James Heal, the UK textile testing equipment manufacturer, redesigned its brand to focus on the quality of its products to increase turnover and profit.

Case Study

Bassetts, a vitamin brand, redesigned its packaging to aid store navigation and increase sales in the UK.

Research Paper

More than 100 years ago, the term conspicuous consumption was coined. In the economist tradition, emphasis was always on the demonstration of wealth, income, and status by material purchases.