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Case Study

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

Opinion

The entry deadline for the IPA Effectiveness Awards is in sight. Even if you are behind schedule, don't panic! IPA Effectiveness Editor Carlos Grande summarises how to avoid the most common pitfalls that keep entrants off the Awards shortlist.

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

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

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.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

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

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

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.

Article

Details how IKEA used emotional marketing in its Where Life Happens campaign to increase market share and brand perception.

News

GLOBAL: Achieving a total view of attribution is an iterative process which requires a combination of econometric modelling and digital attribution, according to an industry figure.

Article

Provides advice on attribution modelling which can help marketers understand the factors that contribute towards key performance indicators.

Article

Summarises knowledge and offers guidance and reading on brand equity, a measure that sometimes relates to financial value but more commonly reflects a consumer view of a brand.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Article

This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.

News

LONDON: Audi’s ‘Clowns’ campaign marked a departure for the auto marque but early brand metrics are looking promising according to the agency that developed the work.

Article

This Company Profile from Euromonitor provides key details and analysis of Ryanair Holdings Plc.

Article

This Company Profile from Euromonitor provides key details and analysis of the Emirates Group, an international aviation holding company.

Article

As cars evolve, so too does their marketing and traditional product-led advertising is giving way to a new approach as in-car technology takes centre stage.

Research Paper

The link between corporate social responsibility (CSR) initiatives and company performance has been researched extensively, but the findings have been inconclusive or even conflicting.