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News

LONDON: Marketers habitually target advertising at people who are in the market for a product or service but understanding the “pre-triggers” that got them to that point may be a more effective way to create communications.

Opinion

Brands such as Coca-Cola and Exterion are taking advantage of better, faster, and cheaper advertising research tools.

Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

Article

This event report addresses how Diageo, the alcoholic-drinks company, is approaching the virtual-reality (VR) space.

News

NEW YORK: In the cluttered media world of the average consumer it can be difficult to achieve cut through, leading to a school of thought, across both traditional and digital media, that ‘less is more’ – for consumers and ...

News

LONDON: The Creative Effectiveness Lions have become one of the most closely watched categories at the Cannes Lions festival, attracting an ever greater number of entries and signposting trends to follow for advertisers wanting to have an impact on ...

News

GLOBAL: Sephora, the LMVH-owned beauty retail brand, has launched a new platform, the Beauty Insider Community, which sits within its ecommerce site to encourage fans to talk about new product releases, trends, and deals.

Article

This article explains how it’s still possible to miss the mark even if an influencer seems to fit well with the brand's identity, as Purdey’s found with Idris Elba.

Article

This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.

News

SYDNEY: Paypal, the online payments system, believes that consumer trust allied to brand ethics is crucial to emotional engagement.

Article

This article explores Heineken UK's recent purpose-driven promotion, Worlds Apart, which expanded on the brand's 'Open Your World' tagline through a campaign that emphasised settling differences over a beer.

Article

This article explains how behavioural economics can be used in advertising to encourage healthier lifestyles and explores how the 'Intention-Action gap' can be avoided by employing this strategy.

Article

This report highlights trends among the campaigns entered into the 2017 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches, metrics and regional variation.

Opinion

Music is a powerful tool for branding that rarely receives recognition. iris' Eve Carpenter looks at how brands like John Lewis and Domino’s Pizza have used music to grab attention, build association and cement an emotional connection.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Opinion

For most brands, the relationship they have with their consumers is passive; meanwhile, others have been able to enter a different space, where consumers share their content and participate in the brand.

Article

This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.

Case Study

This case study describes how Egyptian snack brand Chipsy softened the blow of a price rise using an on-pack promotion, TV, outdoor and social media.

Case Study

This case study shows how MasterCard, the financial services brand, installed an interactive wall display to collect donations across the UAE to be delivered to displaced families in the Middle East.

Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

Case Study

This case study shows how Coca-Cola, the carbonated drinks company, increased brand equity by developing a community action platform for the Middle Eastern youth.

Case Study

This case study describes how mobile operator STC used an online show to promote its roaming service to the youth audience in Saudi Arabia.

Case Study

This case study describes how milk brand Beyti used an artistic platform to achieve standout and target mothers in Egypt.

Case Study

The case study describes how feminine hygiene brand Nana used a multimedia campaign to empower women and grow the Ultra sector in Tunisia.