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Article

This article, which is based on research conducted by Ipsos, details the growing dangers of brand boycotts in an increasingly politicized climate across the US.

Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

Article

This event report looks at how beauty subscription box Birchbox is driving growth in the UK.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, delivered impressive sales results in the UK through the use of a campaign film promoting its services against a girl's carefree dancing.

Case Study

This case study explains how Age UK, the British charity for older people, worked with a retail partner to create an emotional ad campaign to raise awareness of loneliness and increase donations.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.

Case Study

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

This case study shows how Macy's, the department store brand, restored America's belief in Santa Claus by crowding Internet search engines with stories confirming his existence.

Case Study

This case study shows how John Lewis, a UK retailer, successfully consolidated its advertising's status by launching a series of iconic Christmas campaigns.

Case Study

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.

Research Paper

This paper presents an approach that quantitatively measures conscious and unconscious gender bias across brand touchpoints as determined by the consumer in Australia.

News

PARIS: LVMH, the world's biggest luxury group, is planning to debut a new multi-brand e-commerce platform as early as June and the company's chief digital officer is confident it will have an edge in an already crowded online market.

Article

This article offers principles that can help advertisers communicate difficult topics - where deeply entrenched beliefs are hard to overcome and shock tactics and a preachy tone prove counterproductive - and shift the narrative direction towards real change.

News

NEW YORK: US mall owners are having to reconsider their tenant mix amid a flurry of closures of department stores, traditionally their 'anchor' tenants.

News

NEW YORK/LONDON: Brands that use email in their marketing mix differ widely in their performance, with the best of them making use of customer data to improve message timing and content, according to a new study.

Article

This event report analyses customers’ journeys in relation to John Lewis and the use and purchase of technology such as smartphones and tablets.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Article

This article summarises the results of the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.

Article

In this article, the author argues that marketers should replace ROI or ROMI with a 'share of voice to brand share growth' model to measure profitability over the long term.

Article

This paper explores how the ageing population around the world is challenging prior notions of what it means to be old - this survey finds an age group motivated by health and wellbeing both physically and emotionally.

News

NEW DELHI: Amazon, the US e-commerce giant, has been named the most mobile-ready brand in India, while auto brands also fared well in the Indian segment of a worldwide study.

Article

This event report details how Macy’s, the department store chain, is using its mobile app as a tool to drive multiple forms of consumer engagement.

News

BEIJING/LONDON: More than 6m Chinese are expected to travel abroad during the Spring Festival, with the UK among the top destinations for wealthy consumers keen to escape the country's pollution and tap into their love of British brands.

Article

This article discusses the importance of brand meaning and the threats that have emerged against it in the digital age.