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News

Taco Bell, the quick-service restaurant chain, is seeking to find the right balance of mass-market potential and cult appeal in building its brand, crafting new products, and driving sales.

Opinion

Anthony Fletcher, CEO of healthy snack brand graze, outlines the key considerations for entrepreneurs and companies looking to get started on DTC.

Article

Part of WARC's Marketer’s Toolkit 2019, this report explains how marketers can be effective in their use of short-form video.

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.

Article

Offers an industry overview of alcoholic drinks, including innovation and disruption caused by changing consumer attitudes.

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

PepsiCo, the food and beverage giant, has built an augmented-intelligence platform that it hopes will deliver numerous benefits to its business.

Article

Taco Bell, the quick-service restaurant chain, is seeking to find the right mix of behaving like a cult and mass-market brand.

Article

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

Article

Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.

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.

Article

This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.

Article

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Case Study

Rexona, a deodorant and antiperspirant brand, increased awareness of its Rexona Football Fanatics deodorant in Colombia by launching the heartbeat index, which measured fans' heartbeats as they watched their team play.

Research Paper

PizzaExpress, a restaurant group, brought to light new insight into how customers navigate menus in restaurants and how this affects their purchasing decisions.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Article

Kraft Heinz tapped five principles of ‘white space innovation’ to launch its new cookie product in China’s crowded snacking category.

Research Paper

Neurosketch, a market researcher, analysed how people in Columbia dress in order to predict how they will respond to different strategies, brands and products.

Article

Provides guidance and information on a much discussed and increasingly relevant topic of dwell time, or the length of a user's exposure to content.

Research Paper

YouGov, a global data and analytics group, unveiled consumers' appetites for new technologies in the UK, Germany, France and the US to improve marketing effectiveness.

Research Paper

Nailbiter, the technology platform, used its video market research capability in the US to produce better consumer insights for Airwick, an air care brand and Lysol, an American cleaning products brand.

Research Paper

Shionogi, a Japanese pharmaceutical company, introduced MouseTracker technology in the UK, a method that it has integrated into classic in-depth interviews to gain richer insight on critical business decisions.

Research Paper

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

Article

The BBC used neuroscientific research explore the relationship between emotion and long-term memory in delivering engaging branded content.