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News

NEW YORK: National brands that move into direct-to-consumer online sales face an often unacknowledged challenge to profit margins, according to a paper in the Journal of Advertising Research (JAR).

News

LONDON: New rules force UK banks to publish their customers’ opinions of their total service offer in a development that shows Royal Bank of Scotland to be the UK’s least popular bank and First Direct the most popular.

Article

UNTUCKit, the apparel manufacturer, has been able to refine its approach to television advertising by using smarter measurement solutions.

Article

Bose, the audio equipment manufacturer, is using sponsorship in an increasingly nuanced and powerful fashion to build its brand.

News

GLOBAL: The best marketers possess a number of “soft skills” that enable them to get the best work out of their creative agency partners and deliver business results, according to two industry figures.

Article

Everyone has their own perspective on the challenges facing the advertising industry.

Article

Outlines the skills marketers need to enable their agency’s creative team to deliver the best work.

Opinion

Marketing’s problem is that it controls relatively few business growth levers, says Dan Burdett, Chief Marketing Innovation Officer EMEA, eBay, in an essay for WARC’s Future of Strategy report 2018 .

Article

Suprane, an inhalation product made by Baxter International, successfully connected with a target audience of medical professionals via mobile gaming.

Article

Teva Pharmaceuticals was able to look beyond the pill when it acquired Gecko Health Innovations, a company that is innovating in healthcare in various ways.

Article

Under Armour, the sporting-goods manufacturer, has made strategic use of Amazon, the e-commerce platform, as a sales driver.

Article

L'Oréal, the beauty company, is using partnerships to advance its e-commerce agenda in different ways.

Article

L'Oréal, the beauty company, believes e-commerce is essential for its future growth, and is thus attempting to prepare for the next wave of innovation in this space.

News

LONDON: The decision of confectionery giant Mars to pull its online advertising from YouTube could present an opportunity for UK broadcaster ITV according to one analyst.

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Article

Gillette, the shaving brand owned by Procter & Gamble, has tapped the power of eSports to engage with young consumers.

Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

Research Paper

Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests.

Article

Global strategies, campaign updates and trends in the home improvement retail category.

Article

As market researchers get largely criticized in their ability to properly measure the world we live in, the author argues that they should reconsider "survey methods" less as "traditional research" and more as a "paradigm" in the Khunian sense.

Article

Deluxe, the check printing and business-services company, has reinvigorated its brand through focusing on small enterprises.

News

NEW DELHI: E-commerce in India could become a point of diplomatic conflict between the US and India as both Amazon and Walmart criticise a Modi administration draft e-commerce policy.

Article

Discusses behavioural science-based initiatives intended to nudge healthier eating and examples of application that sum up what works, and what does not.

News

GLOBAL: Procter and Gamble, the world’s largest advertiser, hinted at some strategic changes during an earnings call that saw the FMCG giant miss forecasts, amid news of price increases.

Article

This article offers a number of international examples on artificial intelligence adding value to the e-commerce customer experience, including app design, product discovery and chatbots.