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Article

Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.

Case Study

Brewer Guinness used a campaign based on human stories to strengthen perception of the brand in Great Britain and Ireland.

Article

Audi, the German car marque has built an econometric analytics system that allows the brand to model how much media spend they will need to put behind a production run of cars.

Article

The way brands speak to young men is changing to incorporate a more realistic, more sensitive idea of what it is to be a man, at a time when suicide among young men is at an all-time high.

Case Study

MetLife Japan, a life insurance company, made the conversation around life after reitrement easier in Japan by launching a multi-media call to action campaign.

Article

This Company Profile from Euromonitor provides key details and analysis of Apple Inc.

Research Paper

Attribution modeling (AM) has a crucial role in measuring the impact of advertising inputs in driving actions (clicks, conversions, purchases, homepage visits, etc.).

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Research Paper

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

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

Work carried out for multiple global brands suggests a number of factors contribute to a bad consumer experience online, with a few common themes that continue to frustrate customers.

Research Paper

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

Case Study

Kraft Heinz, the American food company, increased sales of its Classico pasta sauces brand by positioning it as second only to home cooking.

Article

L'Oréal USA, the beauty company, is leveraging consumer data in nuanced ways as it seeks to engage with a wide range of consumers.

Article

Explores the current writing and thinking on the effectiveness of radio, a medium with inherent persuasive strengths and a track record of strong RoI.

Article

Explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.

Opinion

The fundamentals of marketing and advertising success have not changed because of the digital revolution.

Article

Choice Hotels International, a hotel franchise operating in 35 countries, used data modelling to increase its ROI.

Article

Provides advice on attribution modelling which can help marketers understand the factors that contribute towards key performance indicators.

Article

Summarises knowledge and offers guidance and reading on brand equity, a measure that sometimes relates to financial value but more commonly reflects a consumer view of a brand.

Research Paper

This study focuses on individual choices made about what ideas to show clients in the absence of copy testing; it examines the decision-making heuristics employed by a global advertising agency.

Article

Smartphone technology has led to the consumer decision-making process merging its distinct moments into a Ubiquitous Moment of Truth.

Article

This article explores the current thinking and writing on the subject of designing surveys to make the questions most conducive to accurate, useful answers and better quality data.

Article

This Company Profile from Euromonitor provides key details and analysis of Ryanair Holdings Plc.

Article

UnitedHealth, the healthcare organization, has made the Net Promoter Score (NPS) a key metric not just for marketing, but for its entire business.