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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Verena Gruber, Magdalena Kaliauer and Bodo B. Schlegelmilch, Journal of Advertising Research, Digital First, September 2015
Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.
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.
Article
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Amanda Kraiger, Admap, May 2017, pp. 21-23
This article outlines what guidelines marketers should follow to ensure that they get it right when disseminating public health information digitally to diverse audiences on their device of choice - a function that has now become an important part of modern-day healthcare.
Case Study
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ARF Ogilvy Awards, Silver, Impact on the World, 2017
This case study describes how US non-profit The Ad Council, tackled Type 2 diabetes with a research-driven campaign to focus the issue through an intimate relationship to the at-risk target audience.
Case Study
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Donna Vallone, Alexandria Smith, Tricia Kenney and Marisa Greenberg, Journal of Advertising Research, Vol. 56, No. 4, 2016, pp. 414-425
The Truth Initiative strives to protect a new generation of youths who are prime prospects for the tobacco industry, by engaging that audience and reigniting their interest.
Research Paper
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Melanie Randle, Leonie Miller, Joanna Stirling and Sara Dolnicar, Journal of Advertising Research, Vol. 56, No. 4, 2016, pp. 456-469
Advertisements that elicit negative emotions (e.g., guilt) have been found effective in prompting socially desirable behaviors, such as making monetary donations to charity.
Article
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Malcolm White, Admap, December 2016, pp. 9-9
In this article, Malcolm White proposes that the industry adopts a new way of judging creative development to avoid the danger of merely conducting a taste test.
Research Paper
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Radhecka Roy and Ratna Pratik, ESOMAR, Big Data, November 2016
This paper describes a research project for Unilever's Comfort fabric softener brand that combined the analysis of big data and qualitative research to provide actionable consumer insights.
Case Study
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Rachel Baynes and John Crowther, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2016
This case study shows how Santander, a financial services brand, successfully challenged larger rivals in the current account market with an integrated campaign.
Case Study
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Emma Lodge, Matt Sadler, Alex Steer, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2016
This case study shows how Plusnet, a broadband service provider, used a brand building campaign to set itself apart in a cut-throat, competitive UK market.
Article
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Caroline Hayter, Admap, October 2016, pp. 10-12
This article outlines six principles for improving clarity and precision when researching creative, by borrowing techniques from behavioural and social science that capture what people are really thinking.
Article
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WARC Best Practice, October 2016
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.
Opinion
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Malcolm White, September 2016
OK, that's not strictly true. Actually, it's not true at all.
Case Study
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Institute of Advertising Practitioners in Ireland, Silver, ADFX Awards, 2016
This case describes how Barry's Tea, a family-owned tea company founded in 1901 in Cork City, proved the commercial value of a long-term, evolving, brand-building advertising idea.
Case Study
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Journal of Advertising Research, Vol. 56, No. 3, September 2016, pp. 321-337
This article provides excerpts from the winning case studies of the 2016 David Ogilvy Awards, including campaigns from Nestle, Boeing and Ontario Women's Directorate.
Article
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Malcolm White, Admap, September 2016, pp. 9-9
In this article, Malcolm White argues that John Keats, the English Romantic poet, invented Virtual Reality.
Article
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Faris Yakob, WARC Webinars, August 2016
In this webinar, Faris Yakob, Founding Partner of Genius Steals, explains how to create better and more creative briefs.
Article
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Richard McLeod, WPP Atticus Awards, Merit, Branding and Identity, 2016
This article looks at how rapid change in Indonesia is having major implications for brands, and establishes three key 'weapons' that can accelerate growth.
