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Article

This report, conducted by Omnicom Media Group’s Benchmarketing, examines out-of-home ROI and media mix optimization for seven key product categories: Automotive, consumer electronics, CPG food & drink, retail grocery, retail – non grocery, finance and banking, and restaurants and coffee shops.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's pet care brands, including Prurina and Bakers.

Article

Explores the historical link between political research and opinion polling and suggests alternatives to the latter, which should however be approached with caution.

Article

Provides key details and analysis of Reckitt Benckiser Group, a multinational consumer goods company, including home care market assessment, surface care, laundry care and automatic dishwashing.

Case Study

Virgin Media, a telephone, television and internet services company, increased demand for its productsin the UK by using its brand ambassador, Usain Bolt, to show what it's like to be the fastest.

Case Study

McDonald's, the fast food brand, increased brand trust and sales in the UK by disproving fake news stories about the source and quality of its food through a TV ad series and inviting YouTube influencers to its factories.

Case Study

Parodontax, a toothpaste brand, increased brand sales by redesigning its packaging and launching global ads that encouraged people to take their gum health seriously without scaremongering.

Research Paper

Many crowdfunding platforms allow developers maximum flexibility in terms of the number and types of rewards offered in a project.

Article

Provides key details and analysis of Lion Corp, a Tokyo-based home care brand.

Article

Provides an overview of how econometric modelling can help marketers understand how much each media channel contributes and over what timescale.

Article

Reveals the books that influenced Louise Nolder, global brand development director at Secret Escapes.

Case Study

Smart Energy GB, the independent voice of Britain's smart meter rollout, conquered 21- to 28-year-olds' energy indifference using an innovative content series.

Article

This Company Profile from Euromonitor provides key details and analysis of INDITEX - Industria de Diseño Textil, the owner of brands such as Zara and Uterqüe.

Case Study

Brewer Guinness used a campaign based on human stories to strengthen perception of the brand in Great Britain and Ireland.

Article

Discusses the issue of ad wearout, including the challenges for advertisers and tips on how to face them.

Article

Audi, the German car marque has built an econometric analytics system that allows the brand to model how much media spend they will need to put behind a production run of cars.

Article

This Company Profile from Euromonitor provides key details and analysis of Apple Inc.

Article

This Company Profile from Euromonitor provides key details and analysis of H&M Hennes & Mauritz, the owner of brands such as H&M, COS, and & Other Stories.

Article

Examines the findings of the IPA’s Culture First project and shows that successful brands are changing to evidence-based decision-making.

Article

Aims to present some basic ideas on sales analysis to serve as a starting point for any novice assigned the task of analysing a firm’s sales data.

Article

Using examples from Delta Air Lines, Lynx, Wilkinson Sword and Sky Television, this article explains how to tie in marketing metrics with the goals of the overall organisation and how to isolate the impact of marketing’s paid efforts to get close to people’s real experiences of the brand.

Article

In anticipation of long-run competitive advantages, pharmaceutical companies often try to enter new markets earlier than their competitors.

Case Study

Nissan, the automobile manufacturer, emphasised the off-road capabilities of its Rogue crossover utility vehicle (CUV) to increase sales in Canada.

Article

This Company Profile from Euromonitor provides key details and analysis of consumer electronics company, Samsung.

Article

Explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.