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Article

Delta Airlines, the air carrier, believes that data can play a central role in helping it stand out in a highly competitive category.

Case Study

Gallup, the pollster and business consultancy, used paid search advertising to increase leads for its workplace solutions in the US.

Case Study

Andersen Windows, a windows manufacturer, increased sales of its custom-sized windows in the US through paid search, social and digital ads.

News

The perceived behaviour of models in print advertising may help indicate the effectiveness of a brand’s messaging, according to a new study in the Journal of Advertising Research (JAR).

Article

Part of WARC's Marketer’s Toolkit 2019, this report looks at the trend of in-housing and whether it provides adequate utility for brands.

News

The human brain is simply not clever enough to embrace the complex decisions that marketing will increasingly require, argues a report from Deloitte.

Case Study

Italian pasta and sauce brand Barilla turned to a digital video campaign managed in programmatic to persuade 'rejectors' to revisit the brand in Italy.

Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

Opinion

Every year a few strong trends dominate the marketing industry. This year was supposed to be about blockchain, artificial intelligence, machine learning and the rise of the consultancies, but one subject has emerged to overshadow the rest.

Article

The area of scientific-related claims in advertising is ripe for additional investigative endeavor. This article aims to access the nature and potential deceptiveness of scientific-related claims that appear in cosmetics advertising.

Article

Details how direct-to-consumer (DTC) brands are challenging legacy brands in every category.

Article

With viewer numbers dropping, BBC sought to make major changes in its three stage re-generation of the Doctor Who brand.

Article

Sam’s Club, the wholesale club owned by Walmart, has doubled down on the customer experience, and driven impressive results in the process.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Article

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

Article

Artificial intelligence (AI) is helping bottlers for the Coca-Cola Co., the beverage company, gain a clearer view of emerging customer trends.

Article

This viewpoint encourages marketers to adapt to and embrace the changes that can be brought about by Artificial Intelligence (AI).

Research Paper

Patients seeking medical care are traveling greater distances for treatment. The globalization of health care has given rise to a thriving global medical services industry.

News

Data ethics are set to be a crucial factor in driving brand trust and those brands that can meet consumer demands in this regard, as well as acting with purpose, stand to outperform their rivals, according to an agency expert.

Article

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.

Research Paper

This article presents a study of young voter engagement in relation to the EU referendum—a democratic vote on the United Kingdom's membership of the European Union.

Article

Summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.

Article

Retail brands must focus on truly knowing their customer, using data effectively and understand the online environment to find success in 2019.

News

Brands and agencies are not totally aligned on what they see as the top challenges in the year ahead, but digital transformation will continue to feature and within this agenda both agree that customer experience and data will be paramount, ...

Article

Provides guidance and key reading on brand safety, including the impact fake news can have on brand credibility and how brands can ensure advertising appears in appropriate and relevant contexts.