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Opinion

This month, Red Lobster is the brand that achieved the biggest uplift in its Ad Awareness. This summer, the seafood chain’s annual Crabfest was about more than just shellfish.

News

NEW YORK: Traditional pay-TV companies should brace themselves for considerable revenue losses this year, as up to 5.4 million Americans indicate they will cut the cord in 2018, a new survey has revealed.

Article

Discusses key characteristics that can help marketers prioritise strategies to bond with the up-and-coming consumer generations and outlines case studies from across the world of brands that are successfully connecting with NextGen consumers.

Research Paper

Advises researchers and practitioners about the advantages and limits of using artificial intelligence (AI) to facilitate the implementation of innovative survey response formats.

Case Study

National Dairy Council, a community that promotes the health and industry benefits of dairy, launched the Undeniably Dairy campaign in the US to improve consumers' perceptions of dairy.

Article

Research from the Cultural Marketing Council has shown the uniquely powerful connection between culture and content.

Research Paper

Details the research that Netquest, an online fieldwork company, carried out into analysing the impact of image recognition in surveys throughout Mexico and Spain.

News

NEW YORK: More than half (55%) of American households now subscribe to at least one video streaming service, collectively spending $2.1bn a month on services like Netflix, Amazon Prime and Hulu, a new survey has found.

Article

Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.

Article

Millennials, with their avocados and their poverty, have set the example of what not to do for the next generation: Generation Z, born after 1996, is not only mature in its attitude to technology, but exhibits nuanced ideas about identity and politics.

Case Study

Stonemill Bakehouse, a Canadian bakery, understood and connected with consumer values to better sell its bread in Ontario.

Article

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.

Research Paper

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.

Case Study

MoneySuperMarket, a British price comparison brand, made a five-year journey to take its brand from a struggling competitor to one that permeated popular culture in the UK.

Research Paper

Advertising is evolving rapidly as digital and mobile technologies continue to develop. These platforms offer consumers unique experiences and a diverse selection of content.

Article

This article looks into who millennials really are and how their characteristics, attitudes and behaviours are often misinterpreted and simplified.

Article

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.

Research Paper

This paper analyses US research data to explore the nature of the millennial psyche in relation to purchasing trends across wearable technology.

Article

This paper outlines the findings from Euromonitor International's Beauty survey, which drew from 1000 online consumers in 20 markets and concludes that the diversity of global beauty routines creates expansion opportunities.

Article

This article presents new research on how Singaporeans use e-commerce, particularly via their smartphones, and the potential impact on the country's retail sector.

Opinion

Tom Goodwin, Head of Innovation at Zenith, speaking at a recent NewsCred event, noted that as the media and technological landscape evolves, consumers are no longer actively searching out content; in a "post-digital age", he said, content will increasingly come to consumers.

Article

This article argues that Millennials have reached the age where their values are impacting the era in which they live, and on which they will leave an indelible trace.

Article

This annual report by J Walter Thompson Intelligence investigates the trends and emerging consumer behaviours set to shape marketing globally in 2017.

Research Paper

This paper describes an international research project in response to a brief by Viacom, the media group, which wanted to renew its understanding of Generation X.

Research Paper

This paper describes work carried out for AB-inBev in Germany, in support of a mixed-method approach aimed at understanding Generation Z and translating the findings into insights worth embracing - through a film outlining the diverse stories of this generation.