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Article

Technology is a major driver of innovation in the beauty category, according to Tariq Kahn, VP of Customer Experience at Coty Inc., which houses international brands including Max Factor, Rimmel and Cover Girl.

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

Procter and Gamble is fusing consumer insights and new technology to create goods and services that combine what’s needed with what’s possible.

Article

Explores how in the absence of big advertising budgets and traditional retail support, DTC brands can still apply traditional marketing principles to build long term brand equity.

Article

HSBC, the financial-services provider, used an innovative, customer-facing robot to drive various core metrics at its flagship branch in New York City.

Article

Kraft Heinz, the consumer packaged goods giant, is using an approach called “actvertising” to build on the impact of its advertising.

Opinion

Some brands that hit the headlines for the wrong reasons disappear, others seem to miraculously bounce back.

Article

Provides guidance and reading on the topic of Ad blocking, the process through which a consumer can opt-out of receiving marketing messages; how it affects publishers' business models and how it is reaching crisis point.

Opinion

The increasing importance of customer experience as a differentiator could herald a golden age of marketing, suggests Direct Line’s Mark Evans, who spoke to WARC as part of a series of interviews with CMOs from around the world for the Toolkit 2019 report.

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.

Article

Carnival Corp., a company that owns several cruising brands, has seen various beneficial outcomes from its commitment to diversity.

Case Study

Mouthwash brand Listerine partnered with TV programme The Voice to reach audiences across Latin America.

Article

Mastercard, a financial services corporation, created brand lift in Brazil by launching a series of creative assets and hero video that showed the benefits of using Mastercard while eating out.

Case Study

Ruffles, a brand of potato chips, created an augmented reality, mobile-only game for teenagers in Brazil.

Research Paper

Network Rail, the owner of most of the railway network in Great Britain, used anthropological and ethnographic research methods to explore railway suicide.

Article

Disney Destinations International (DDI), which manages the promotion of Walt Disney World, ensured its data is interpreted correctly, informing business and communications strategy, and ultimately impacting key business objectives in the UK.

Case Study

Oxfam, a confederation of 20 independent charitable organisations, uncovered insights into how people viewed the issues it campaigns on globally to promote its Even It Up campaign against poverty worldwide.

Case Study

Dortios, a tortilla chip brand, increased purchase intent and positive brand sentiment in Brazil by launching rainbow Doritos during pride month and raising money for an organisation supporting at-risk LGBT people.

Article

Explores some of the manifestations of Asian millennials' influence and what they could mean for marketers in 2019.

Article

Looks at the state of play for luxury corporates, as well as the competitive landscape and competitive outlooks.

Article

Takes a deeper look into what privacy really means, what’s driving the data trend, and what marketers need to be doing in 2019 to make the most of the data protection opportunities in the UK.

Article

Summarises the key findings from strategic insight consultancy Flamingo's new report, which looks at Generation Z and their expanding notions of authority.

Article

Identifies consumer trends that will impact the wellness industry in 2019 and beyond, highlighting high-growth opportunities to help brands foster innovation, spark growth and connect with consumers.

News

Social listening can offer brands useful insights but marketers should be wary of over-reacting to criticism on these platforms, according to a new report which identifies the crises they do need to worry about.