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Article

As certain business types become more proficient at using data, analytics and machine learning to serve their primary goal in a better way, they are also creating whole new sources of revenue.

Case Study

AEG Powertools, the electrical equipment brand, advertised its new six year warranty scheme through a new tag line and a striking colour palette in Europe.

Case Study

Maplin, an electronic goods retailer, used a customer-focused strategy to redesign the layouts of its stores in order to encourage more visits.

Article

Best Buy, the electronics retailer, has transformed its marketing strategy to reflect new realities in the consumer marketplace.

Article

Lowe's, the home-improvement chain, believes that virtual reality (VR) and augmented reality (AR) can encourage more consumers to undertake DIY projects.

News

LONDON: Many of the UK’s top retailers have again splashed out on cinematic-style blockbuster ads in the run up to Christmas, but with consumers cutting back on their spending there is evidence that simpler ads could be more effective.

Article

This Company Profile from Euromonitor provides key details and analysis of Haier Group.

Article

This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Case Study

This case study explains how the UK electronics retailer Currys PC World increased sales around Christmas by being honest about the stresses and difficulties of the period and positioning itself as the solution in a humorous TV ad and social media campaign.

Case Study

This case study describes how UK electronics retailer Currys PC World created a contextually relevant, mass-personalisation campaign that used broadcast media to persuade consumers to buy electronics as Christmas gifts.

Article

This article outlines trends set to shape India's marketing and advertising landscape in 2017, including government-led digitization initiatives, increased product demand in rural areas and homegrown brands with global ambitions.

Article

This event report details how Alibaba, a Chinese e-commerce company, has changed retail in China through continuous innovation in its omnichannel strategy.

Article

This article describes and explains the fundamentals of digital display advertising, a broad subject taking in any number of connected devices, one that offers a variety of tools through which to deliver communications.

Case Study

This case study details how Currys PC World, a UK electrical retailer, creatively used data and media to drive engagement and persuasion scores in the UK market.

Research Paper

Scholarship on advertising has traditionally focused on the effects of advertising on sales and proving that advertising is effective; less attention has been paid to looking at how the effects of advertising come about, especially when it comes to the most cost effective way of driving growth and sales.

Case Study

This case study shows how John Lewis, a UK retailer, successfully launched four Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.

Case Study

This case study describes how Currys PC World, the last specialist electronics retailer on the UK high street, took a new advertising approach to increase sales in a declining market.

Case Study

This case study shows how OfficeMate, an office supplies retailer, devised a social media-driven campaign to increase brand awareness and loyalty in Thailand.

News

NAPLES, FL: Best Buy, the electronics retailer, is effectively leveraging first-party data to enhance its targeting and drive a greater consumer response to its marketing.

Article

This event report covers attempts by Best Buy, the electronics retailer, to make smarter marketing choices based on data.

Article

This event report outlines how Best Buy, the electronics retailer, is leveraging data to enhance its creative output and broader marketing strategy.

Article

This essay argues for a new definition of creativity according to bandwidth, departing from the insight that at least two-thirds of human communication is non-conscious and non-verbal.

Article

This event report looks at the digital strategies of Reckitt Benckiser, the pharma/toiletries giant, with two of its key brands - Durex and Dettol - and how marketing activity revolves around the brand mission: 'healthier lives and happier homes'.

Case Study

This case study demonstrates how Media Markt, Germany's biggest electronics retailer, turned Easter price promotion into an actual game to engage with the German public.