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News •
NEW YORK: Understanding the extent of celebrity “worship” among a target audience can help marketers get the most of their partnerships with brand endorsers, according to a study in the Journal of Advertising Research (JAR).
News •
GLOBAL: In the process of ensuring compliance with GDPR, marketers have become increasingly aware that the quality of their data – and sometimes the source of that data – may not be as reliable as they would wish.
News •
GLOBAL: The World Federation of Advertisers (WFA) has published a Manifesto for Online Data Transparency, calling on brands to commit to a data ecosystem that properly respects consumer choices and their right to control their own data.
News •
ATLANTA: Coca-Cola, the global beverages giant, has joined forces with a small but expanding tech start-up, enabling some of its products to be sold to ride-hailing passengers while in transit.
Opinion •
OMO’s gold-winning campaign in last year’s WARC Media Awards offered a new take on integration. Tahaab Rais, Regional Head of Strategic Planning, FP7/MENA, explains how eBay, ambient, Periscope, a 23-hour Facebook Live ad and social media disrupted and engaged Arab parents in a quest to show them that dirt is good .
News •
SYDNEY: To truly understand your brand’s customers, you have to understand yourself, according to the chief marketing officer of Australian online fashion retailer The Iconic.
News •
LONDON: The reputation of companies operating in the UK has declined for the first time since the financial crisis of 2008, according to a new study that suggests there has been a major drop in trust and confidence in UK brands over the past year.
Article •
A combination of programmatic buying and AI-informed content turned around the Shoe-d-vision business in Denmark and Norway, boosting both online and offline sales.
Article •
Pizza Hut changed aspects of its digital strategy in India in recognition of the way consumers are looking for information when they want to eat.
Article •
In an e-commerce market dominated by Tencent and Alibaba, Nike China drove traffic to its website and increased conversions by rethinking how it rewarded online publishers.
Article •
Addressable TV currently (2018) reaches around 40% of UK homes, a figure predicted to rise to 60% within a couple of years.
Article •
IBM has built a management system around marketing efficiency in response to the requirements of the CMO to know the company’s ROI on marketing spend, how best to spend in future and to make marketing decisions data-driven.
News •
GLOBAL: Effective campaigns increasingly have PR baked into their channel strategies, according to a new WARC report which analyses the most effective campaigns from around the world.
Article •
McDonald’s, the global quick service restaurant chain, maximised media cost efficiency and managed consumer expectations of delivery time through tailored messages, mapping real-time restaurant data against paid search spends, via a live API.
Article •
Marketers that promote Broadway shows face particular challenges as they seek to attract consumers and drive ticket sales.
Article •
Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.
Article •
This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.
News •
NEW YORK: The Association of National Advertisers (ANA) and Cannes Lions International Festival of Creativity have launched a CMO Growth Council to represent the voice and priorities of a slate of leading marketers.
News •
ORLANDO, FL: Anheuser-Busch InBev, the brewer, is developing a content model that works at high speed and delivers enhanced relevance, while also proving a cost effective means of reaching consumers.
Article •
Premium ice-cream Häagen-Dazs turned around a sales slump with a packaging redesign aimed at attracting millennial consumers back to the brand.
News •
SINGAPORE: Nine in ten potential bookings in the Asia-Pacific travel sector are abandoned before purchase, according to research which also demonstrates that retargeting with a degree of personalisation can successfully recover at least some of ...
Article •
The Iconic, an Australian online fashion retailer, is using brand purpose and storytelling to drive its brand activations and social media.
News •
CHICAGO: 19 Crimes, the wine brand, claimed the top prize at the 2018 REGGIE Awards for a campaign that tapped the power of augmented reality (AR) and was created by agencies J.
News •
LONDON: Campaigns from Diageo, Microsoft and Procter & Gamble are among the 19 from around the world that have been shortlisted for the WARC Awards’ Effective Use of Brand Purpose category.
News •
CINCINNATI: Procter & Gamble, the FMCG business, claims to have achieved many of its 2020 environmental sustainability goals, and has announced new, broad-reaching goals for 2030.