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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

Paula Bloodworth, brand strategy director at Nike, Wieden + Kennedy, Leo Rayman, CEO at Grey London, Dan Burdett, chief marketing innovation officer EMEA at eBay and Frank Reitgassl, former head of Strategy at BBH and director of brand strategy and creative at Mondelez discuss the most important issues and challenges in strategy.

Opinion

VIDEO:  WARC’s Future of Strategy Report 2018 revealed a sense of optimism across the discipline, but a new competitive landscape and budget shortages remain present.

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

Article

Looks at an example of the use of eye-tracking to assess whether people are looking at online ads.

News

LONDON: Just over half of UK online shoppers start their journey on Amazon, and they consider brands less important than factors like price and free delivery, new research shows.

Article

There is a trend for brands to bring more of their media buying activity in-house, but eBay is headed in the opposite direction as it leans more and more on its agency partner.

Article

Contextual advertising is difficult to achieve, but can be incredibly powerful, as both Channel 4 and Trinity Mirror show.

News

CANNES: Despite continuous innovation in the media sector, creative shops have struggled to bring clients compelling strategic data that can ease conversations with the C-suite, according to one client-side marketer.

Gunn Report

In Germany, adidas helped to transform the attitudes of young Berliners towards their city’s public transport company, BVG, by converting adidas Originals into annual transport tickets.

Article

Proving the value of an investment is crucial to maintaining an ongoing supply of money – for CFOs and CEOs, the data is more easily available than ever but agencies are getting left behind as media partners help to answer many of the tougher questions.

Research Paper

In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast.

Case Study

Frito-Lay, a snack food manufacturer and marketer, increased its share of the cheese-puff market in the US with its brand Cheetos by launching a Cheetos art exhibit.

Opinion

Traditional ad planners and strategists are facing a unique set of pressures as the worlds of creativity and technology merge ever more closely together, finds Leo Rayman, CEO, Grey London.

Case Study

OMO, a detergent brand, wanted to promote its motto 'Dirt is Good' in the Middle East in order to impact growth in its stain removal equity and increase sales.

Case Study

Adidas, a sportswear brand, launched an exclusive pair of football boots that could only be purchased with a unique referral code in order to create brand buzz and expand its reach in the UK.

Case Study

Budweiser, an American beer brand, created a connection between Budweiser and hockey enthusiasts in Canada by creating a goal-synced beer glass.

News

LONDON: eBay has successfully changed UK consumers’ opinion that the online auction site is simply a place to sell second-hand goods, with increased investment in radio advertising and partnerships.

News

NEW YORK: Marketers that want to succeed in the e-commerce world could benefit from paying attention to the “4Cs” as much as the traditional “4Ps”, a study has argued.

Article

MillerCoors, the brewer, is using sponsorship as a means of engaging millennial consumers in powerful ways.

Article

One of the original online companies, eBay, uses radio advertising to get its brand into the centre of people’s lives and regain cultural relevance.

Article

E-commerce is an increasingly central element of brand strategy, but presents several challenges to marketers who are used to the brick-and-mortar world.

News

SYDNEY: Australian consumers will be blocked from shopping on Amazon’s international websites from July 1 st as the US online retail giant objects to the introduction of a new Goods and Services (GST) tax.

Article

Reveals the strong correlation between ads that achieve a minimum attention threshold and sales conversions and expands on how size of ad, type of website and user experience all have a part to play in the impact on attention to advertising.

News

BERLIN: The successful launch of Zalando’s beauty range – the first new category in four years for Europe’s biggest online retailer – provided a bright spark in what was an otherwise a squeezed quarter, hinting at ...