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News

Colgate-Palmolive, the consumer products company, has attempted to use artificial intelligence (AI) to gain a clearer perspective on the payback from its retail promotions – but with limited results.

News

A trend towards in-housing is raising concerns among agencies, but there is no one-size-fits-all solution for brands and nor is the traffic all one way, according to a new WARC report which dissects the issue and highlights the potential pitfalls ...

Article

This Company Profile from Euromonitor provides key details and analysis of Kimberly-Clark Corp, the owner of brands such as Huggies, Kleenex and Depend.

Article

This Company Profile from Euromonitor provides key details and analysis of Shiseido Co Ltd, the owner of brands such as Clé de Peau Beauté.

Article

This Company Profile from Euromonitor provides key details and analysis of Expedia Inc, the owner of brands such as Hotels.com, Hotwire.com and eLong.

Article

Delta Airlines, the air carrier, believes that data can play a central role in helping it stand out in a highly competitive category.

Case Study

Gallup, the pollster and business consultancy, used paid search advertising to increase leads for its workplace solutions in the US.

Article

Unilever, the fast moving consumer goods manufacturer, is preparing for a near future in which data-driven marketing at scale becomes a true possibility.

Case Study

Andersen Windows, a windows manufacturer, increased sales of its custom-sized windows in the US through paid search, social and digital ads.

Article

Part of WARC's Marketer’s Toolkit 2019, this report shows why offline experience will matter as much as online customer experience (CX) in 2019.

Article

Part of WARC's Marketer’s Toolkit 2019, this report looks at the trend of in-housing and whether it provides adequate utility for brands.

Case Study

Italian pasta and sauce brand Barilla turned to a digital video campaign managed in programmatic to persuade 'rejectors' to revisit the brand in Italy.

News

IBM’s Weather Channel app stands accused of misleading users over the purpose of its data collection, with a lawsuit filed by the state of California highlighting the far greater responsibility companies will have to take in data gathering ...

Case Study

Unilever-owned personal care brand Dove employed TV and digital to launch its Baby Dove range, focusing on body wash, in the Philippines.

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.

Opinion

Every year a few strong trends dominate the marketing industry. This year was supposed to be about blockchain, artificial intelligence, machine learning and the rise of the consultancies, but one subject has emerged to overshadow the rest.

Article

The area of scientific-related claims in advertising is ripe for additional investigative endeavor. This article aims to access the nature and potential deceptiveness of scientific-related claims that appear in cosmetics advertising.

Article

Details how direct-to-consumer (DTC) brands are challenging legacy brands in every category.

News

Didi Chuxing, the Chinese ride-hailing app, is diversifying into financial services with the launch of new products such as car insurance, personal loans and crowdfunded medical insurance.

News

Personalisation has become something of a holy grail for marketers, but it is not only complicated to achieve on a technical level; it requires the permission to get personal with your consumers.

News

Transparency is no longer an option for businesses: on the digital buying side, issues such as ad fraud and viewability have led big brands to demand more from suppliers; on the consumer side, companies must demonstrate that their consumers’ ...

Article

Sam’s Club, the wholesale club owned by Walmart, has doubled down on the customer experience, and driven impressive results in the process.

Article

Colgate-Palmolive, the consumer products company, used artificial intelligence (AI) to try a gain a clearer perspective on the payback from its retail promotions.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Article

Looks at digital transformation in the travel environment, including seamless travel, the customer journey and how the industry is future-proofed for success.