Research Paper
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Sidharth Muralidharan and Kim Sheehan, Journal of Advertising Research, Digital First, August 2017
To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.
Article
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Kathryn A. LaTour, Michael S. LaTour and Brian Wansink, Journal of Advertising Research, Digital First, August 2017
This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.
Article
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Euromonitor Profiles, July 2017
This Company Profile from Euromonitor provides key details and analysis of Estée Lauder, the owner of brands such as Clinique, Mac and Bobby Brown.
Research Paper
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Patricia Osidacz Williamson, Simone Mueller-Loose, Larry Lockshin and Leigh Francis, International Journal of Market Research, Vol. 59, No. 4, 2017, pp. 471-494
The aim of this study is to extend an existing method to untangle the effect of taste (intrinsic) versus label information (extrinsic) on repurchase in a new-to-wine market.
Article
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Sam Peña-Taylor, Event Reports, Cannes Lions, June 2017
This event report explores two aspects of targeting consumers, whether it ought to be used sparingly with a priority for reaching new consumers, or whether budgetary restrictions demand a more careful strategy, one that seeks engagement.
Article
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Sue Elms, WARC Best Practice, July 2017
This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.
Article
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Euromonitor Profiles, July 2017
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
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Brian Carruthers, Event Reports, Nudgestock, June 2017
This event report considers a number of aspects of behavioural science thinking that have possible applications in marketing.
Research Paper
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Carol Foley, David Kuhn and Elizabeth Harris, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 190-206
Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.
Research Paper
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Kym Frank, Dylan Mabin, Matthew Martimo and Ryan Kinskey, ARF Experiential Learning, Audience Measurement, June 2017
This paper looks at the use of technology to enhance measurement and insights for the out-of-home industry in the United States.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study explains how Volkswagen increased sales of its Amarok truck model in Australia by challenging perceptions of the truck in an initially unbranded campaign targeting tradespeople.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study explains how medical devices company Omron increased sales of a digital scale in Brazil with a striking print ad.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study explains how The Sun, the British newspaper, successfully introduced charges for a previously free fantasy football platform by using influencers and social media ads.
Article
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Stephen Whiteside, Event Reports, Cannes Lions, June 2017
This event report provides an insight into the best practices pursued by creative companies, based on research from McKinsey, the management consultancy.
Case Study
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Casie Cook, Alyssa Raiola, Mickey Nelson, Warc Awards, Shortlisted, Best Use of Brand Purpose, 2017
This case study shows how Be the Match, a non-profit bone marrow research foundation, increased donor levels and brand awareness in the US by focusing on the hero-making appeal of saving a life.
Case Study
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Tony Regan, Zoe Harris, Warc Awards, Entrant, Best Use of Brand Purpose, 2017
This case study shows how Trinity Mirror, a news publisher, redefined the UK mass media market and positioned itself as a gateway for advertising businesses to engage with it through media placements.
Article
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Marketing Society UK, Excellence Awards, Commended, 2017
This case study shows how Britvic, a soft drinks bottler, devised a new internal strategy to consolidate marketing and creative guidelines to be applied across its global businesses.
Case Study
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Will Goodhand, Emanuela Recalcati, Warc Awards, Entrant, Best Use of Brand Purpose, 2017
This case study shows how SURF, a Rwandan Survivors' Fund charity, was able to increase sales and brand awareness through a highly targeted and data-optimised pro-bono campaign in the UK.
Article
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Marie Oldham, Institute of Practitioners in Advertising, Advertising Works 23, June 2017
This article contrasts the success of tailored targeting in the 2016 IPA Effectiveness Awards with the marketing wisdom of Byron Sharp.
Case Study
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Neeraj Sharma, Warc Awards, Entrant, Effective Content Strategy, 2017
This case study describes how Johnson's Baby used online and offline content to launch its dedicated YouTube channel in India.
Case Study
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Lloyd Thomason, Paul Catmur, Harrison Boys, Kate Antjoule, Camille Turton, Warc Awards, Entrant, Effective Social Strategy, 2017
This case study shows how The Heart Foundation, a heart disease research foundation, raised awareness about the symptoms of heart attacks in New Zealand, by gamifying the experience on social media.
Case Study
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AME Awards, Gold, 2017
This case study explores how Target Australia, Australia's largest department store chain, launched a national campaign to try and increase sales, using data tracking.
Case Study
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Joel Roberts, Warc Awards, Entrant, Effective Social Strategy, 2017
This case study shows how news publication The Economist successfully sublimated its global target audience using a careful paid social strategy.
Article
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Brian Carruthers, Event Reports, AOP Programmatic Forum, May 2017
This article examines what publishers can learn from large internet companies like Google and Facebook to increase programmatic revenue.
Article
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Haidee Hanna & Christian Bonilla, ANA Magazine, Forward, May 2017
This article shows how marketers can maintain relevancy and keep up with real-time consumer intelligence by providing key information and tips on customer engagement.
