Article
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Sam Peña-Taylor, Event Reports, Advertising Week Europe, March 2018
Marketing is a discipline that makes improves the imperfect; a copywriting veteran outlines strategies for marketing ugly, boring, and undifferentiated products.
Case Study
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Kawal Shoor, Navin Talreja, Heval Patel, WARC Awards, Shortlisted, Effective Innovation, 2018
Saregama, an Indian music company, launched a new radio product targeting the over 50s in order to increase revenue from its back catalogue of music.
Case Study
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ARF Ogilvy Awards, Gold, 2018
Budweiser, a beer brand, launched a TV commercial at the Super Bowl 2017 to reconnect with its target and increase brand relevance in the US.
Article
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Alexander Tevi and Scott Koslow, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 111-128
Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.
Article
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Safaa Adil, Sophie La coste-Badie, and Olivier Droulers, Journal of Advertising Research, Digital First, February 2018
For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.
Case Study
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Institute of Communication Agencies, Bronze, CASSIES, 2018
Leon’s, the Canadian furniture retail company, repositioned its furniture as being part of the family to drive sales.
Article
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Lucy Aitken, WARC Exclusive, February 2018
Discusses how Addict’Aide, a French organisation that raises awareness about any kind of addiction such as drugs, alcohol or gambling, gained global visibility in 2017 with its 'Like My Addiction' campaign and created a follow-up campaign, Le Secret de Laurence.
Case Study
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MRS Awards, Finalist, Jeremy Bullmore Award for Creative Development, 2017
The RICU in The Home Office has established and developed an innovative thought leadership programme to drive adoption of secure online behaviours by the public and microbusinesses in the UK.
Research Paper
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MRS Awards, Finalist, Jeremy Bullmore Award for Creative Development, 2017
Nationwide Building Society, a British financial services company, used a bespoke research methodology to provide feedback on Nationwide's 12 emotionally powerful poems.
Research Paper
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MRS Awards, Finalist, Healthcare Research, 2017
Cancer Research UK increased awareness of the correlation between cancer and obesity by using a multi stage qualitative research process.
Article
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Brian Carruthers, Event Reports, MRMW Europe, November 2017
The use of sign language in TV advertising has generally been a rare one-off related to a particular campaign.
Article
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Cheng Wang, International Journal of Market Research, Vol. 59, No. 6, 2017, pp. 787-802
This study suggests that, in addition to willingness, ability is a relevant and important dimension of self-service technology (SST) acceptance and, going beyond prior studies’ exclusive focus on willingness, develops an SST acceptance model that captures both consumer ability and willingness to use such technologies.
Article
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Toby Roberts and Rohan Tambyrajah, Admap, October 2017, pp. 28-29
This article explains how the gap between consumers and technology, such as Artificial Intelligence and machine learning, is closing ever more rapidly and affecting how we buy.
Article
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Chris Warren, ANA Magazine, ANA Magazine, September 2017
Provides five ways that marketers can tap the power of visual communications to deliver a unique and memorable marketing message.
News
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27 September 2017
LONDON/MELBOURNE: Brands need to understand how advertising claims coexist with consumers’ underlying associations in order to produce effective creative that is believable and relevant, according to a trio of researchers.
Article
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WARC Best Practice, September 2017
This paper summarises knowledge and offers guidance and reading on social listening and real time research, the process of gathering data from audience conversations across social media platforms and processing into structured insights.
Article
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Ben Kozary, Michael Sankey and Ken Roberts, Admap, September 2017, pp. 20-21
This article examines what brands must understand about how well advertising claims coexist with consumers’ underlying associations in order to produce effective creative that is believable and relevant.
Article
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Joseph Clift, Event Reports, APG Thinking Around Corners, July 2017
This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.
Article
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David Meerman Scott, WARC Best Practice, August 2017
This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.
Article
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Stephen Whiteside, Event Reports, Cannes Lions, June 2017
This event report outlines advice from Burger King, the quick-service restaurant chain, regarding how to become a better client.
Research Paper
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Huw O'Connor, Mark Kilgour, Scott Koslow and Sheila Sasser, Journal of Advertising Research, Digital First, March 2017
There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.
Article
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Stephen Whiteside, Event Reports, Cannes Lions, June 2017
This event report details how United Healthcare, the healthcare provider, has used humor to engage with its target audience in new ways.
News
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24 July 2017
CAMBRIDGE, MA: Brands need to adopt a portfolio approach to the material they post on social media, with a mix of emotional content and product information, to drive both engagement and purchase, an academic has said.
Case Study
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Cannes Creative Lions, Silver, Creative Longer-Term Effectiveness, Creative Effectiveness Lions, 2017
This case study explains how John Lewis, the British department store, used social media and content to make an emotional TV ad famous and increase sales during the Christmas period.
Case Study
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Eric Yang, Cathy Yang, WARC Awards, Entrant, Best Use of Brand Purpose, 2017
This case study shows how Clear, a shampoo brand, successfully broke through a cluttered market by pairing up with two major Taiwanese baseball stars.
