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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

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.

Article

Global strategies, campaign updates and trends in augmented and virtual reality.

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

McDonald’s, the restaurant chain, has doubled down on multicultural marketing as seeks to be more nimble in this area.

Article

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

Research Paper

This article presents a study of young voter engagement in relation to the EU referendum—a democratic vote on the United Kingdom's membership of the European Union.

Article

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

Article

This article examines marketing-mix models and how data issues are limiting marketers’ capabilities. As the Internet grew in the nineties, challenges emerged for the availability of causal data that fueled marketing-mix models, as it created difficult-to-measure touchpoints.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Research Paper

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.

Article

IBM, the technology giant, is using agile marketing as it seeks to engage with consumers in impactful ways.

Article

L'Oréal, the beauty company, has built out market insights and foresight capabilities as it seeks to prepare for an increasingly complex future.

Article

Brands can make their assets work harder if they follow certain key rules – Martin Guerrieria, Global BrandZ Research Director at Kantar Millward Brown, explains their influence.

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

Provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.

Article

This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.

Article

Provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

Research Paper

Officeworks, a chain of office supply stores, used innovative monthly campaign tracking – often cast as an ogre, crushing creativity – to underpin a process of continuous refinement and improvement in ad-effectiveness in Australia.

Article

American Express, the financial-services provider, has used personalization to enhance its email marketing efforts.

News

Lincoln, the luxury vehicle brand, helped build engagement and excitement around its 2018 Navigator vehicle with a 360-degree video that could also be viewed in virtual reality.

Research Paper

SEAT, a car manufacturer, developed a solution using Artificial Intelligence (AI), machine learning and statistics to extract deeper insights from SEAT's global customer satisfaction survey.

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.