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Opinion

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

Article

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

News

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

Article

This event report provides tips from senior marketers on how to make people feel more secure about a brand without losing excitement and innovation.

Article

This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.

Article

This event report addresses how Marriott International, the hotelier, uses each of its main social media channels for a distinctive purpose.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.

Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

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.

Article

This article provides a summary of how Header Bidding works, its benefits and drawbacks and best practices for how agencies and marketers can leverage Header Bidding to achieve their campaign goals.

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 McDonald's, the fast food brand, successfully shifted its McDelivery service to an app-based platform, by highlighting a small design feature of its product that continuously updated consumers in the GCC region.

Case Study

This case study shows how Emirates NBD, a financial services brand, developed a product that directly solved its target audience's biggest issue and thus expanded its account acquisitions in the UAE.

Article

This event report addresses how Grant Thornton, the audit, tax and advisory firm, is using advertising to challenge the “Big Four” in this industry.

Article

This Company Profile from Euromonitor provides key details and analysis of Estée Lauder, the owner of brands such as Clinique, Mac and Bobby Brown.

Article

This article provides insights into consumers' current usage of voice technology and practical steps for marketers who want to take advantage of this growing trend.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Article

This article explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce;' while it is a hit in China, consumers in other parts of the world remain concerned about privacy.

Article

This article explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.

Research Paper

The aim of this study is to extend an existing method to untangle the effect of taste (intrinsic) versus label information (extrinsic) on repurchase in a new-to-wine market.

Article

This webinar replays WARC's session on "the Future of Strategy" at the Cannes Lions festival this year.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This event report looks at research into the effectiveness of B2B digital marketing which reveals that businesses need to look beyond traditional methods.