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Article

Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.

Article

Provides key details and analysis of Henkel KGaA, the owner of brands such as Dial, Right Guard and Schwarzkopt.

Article

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

Article

This article provides marketers with information about how to balance long-term and short-term strategies.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Research Paper

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

Article

This article examines marketing-mix models and how data issues are limiting marketers’ capabilities. As the Internet grew in the nineties, challenges emerged for the availability of causal data that fueled marketing-mix models, as it created difficult-to-measure touchpoints.

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.).

Article

L'Oréal, the beauty company, has built out market insights and foresight capabilities as it seeks to prepare for an increasingly complex future.

Article

Provides guidance, best practice, and reading on viewability - a pressing issue in digital advertising, as agencies are demanding 100% viewability with new verification techniques; improvements can drive a significant ROI improvement.

Research Paper

Tata Group, an Indian corporation, created an adaptable framework that focuses on re-engineering the customer centricity code to reimagine its customer focus in India.

Research Paper

In Germany, skincare giant Beiersdorf compared human-driven and machine-driven qualitative research to ascertain which approach can best identify innovation opportunities.

Research Paper

Insight innovation hub, TFTK, implemented its innovation diffusion model to help businesses spot long-lasting cultural trends and innovation opportunities in the UK.

Article

Kravet, the business-to-business home furnishings company, retooled its e-commerce site in order to better serve its customers.

Research Paper

Service providers increasingly use multiple channels for their advertising. One compelling combination integrates affiliate marketing with search-engine advertising.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Article

Looks at whether personalisation is right for all brands and explains why some marketers may have to weigh up the costs and benefits to decide whether it is an ideal strategy for them.

Article

This Company Profile from Euromonitor provides key details and analysis of L'Oréal, the owner of brands such as Garnier, Body Shop and Lancome.

Article

Details how marketers should be using creativity to drive effectiveness by looking at studies that prove the link between the two and advising on successful creative strategy.

Article

Looks at the importance of media integration in an age of fragmentation and advises marketers on how to integrate not only their paid media but also their owned and earned media.

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

Addresses the complex question of how much you should invest to ensure effectiveness by providing key evidence based on findings from successful case studies.

Article

This Company Profile from Euromonitor provides key details and analysis of Brown-Forman, the owner of brands such as Jack Daniel's, Southern Comfort, Finlandia, Chambord and Herradura.

Research Paper

McDonald’s, the US fast food company, operates 1,400 restaurants across Canada and decided to rethink its “menu innovation process” to stay relevant and on-trend in the country.

Research Paper

Johnson & Johnson Vision, an optical arm of the pharmaceutical company, leveraged data and intuition by applying control systems, engineering techniques and deep qualitative insights in its global Vision Care franchise.