Research Paper
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Jameson Watts, International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 408-418
As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.
Article
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Tony Regan, WARC Best Practice, July 2018
Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.
Article
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Guy Murphy, Admap, July/August 2018, pp. 12-15
Outlines six challenges that are often thrown at planning’s door and explains how planning is responding.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
Matsumoto Kiyoshi Holdings, a drugstore chain in Japan, increased its share in the toilet paper category by redesigning its brand packaging to eliminate shame.
Research Paper
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Christoph Beuthner, Maren Friedrich, Carsten Herbes and Iris Ramme, International Journal of Market Research, Vol. 60, No. 3, 2018, pp. 257-267
Modern social and marketing research relies heavily on surveys to collect data. At the same time, it is well established that survey responses are influenced by response style biases that vary across individuals, countries and cultures.
Article
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Anna Hamill, Event Reports, Advertising Week Asia, May 2018
Global brands must work hard in 2018 to stay relevant with increasingly nationalistic and fragmented landscapes with strong local competitors.
Case Study
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SABRE Awards, Gold Sabre Award For Executive Communications, EMEA, 2018
Deutsche Post DHL Group, a German postal and international courier service, launched an outreach campaign to establish itself as an ambassador of globalisation and contribute to an objective debate on the issue.
Research Paper
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Mariela Mociulsky, Ximena Díaz Alarcón and Eugenia Tarzibachi, ESOMAR, Latin America, 2018
Market research looked into how consumers feel their genders are represented by brands in Latin America, at a time when gender roles are changing and stereotypes are being debated and questioned in society.
Case Study
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Angela Wu, Signe Holm, WARC Awards, Silver, Effective Innovation, and Channel Innovation Special Award, 2018
The left-wing political party Socialistisk Folkeparti (SF) reversed its fortunes with a strategic bus ad campaign which captured the attention of voters around the world.
News
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02 April 2018
SINGAPORE: Globalisation of work, outsourcing of memory and the popularity of traditional medicines are all trends currently impacting consumers across Asia, according to a new report.
Article
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WARC Exclusive, March 2018
Global strategies, campaign updates and trends in the carbonated soft drinks category.
Article
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Low Lai Chow, Event Reports, Neuromarketing World Forum, March 2018
Five trends impacting consumers in Asia – including globalization of work, new approaches to parenting and the popularity of traditional medicines – based on a survey of 26,800 people.
Article
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J. Walker Smith, Market Leader, Quarter 2, 2018, pp. 24-27
Describes how brands need to look for growth opportunities in smaller connected communities in a post-trust world.
Article
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John Wigglesworth, Research on WARC, January 2018
Explores the cultural nuances of Thailand, which can stand in the way of outstanding creativity, including avoidance of confrontation, a hierarchical business culture, and fear of losing face.
News
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05 January 2018
GLOBAL: Unilever, like other FMCG giants, has found in recent years that globalisation has come with the countertrend of consumers increasingly opting for local, insurgent brands, yet the Anglo-Dutch company is fighting back.
Article
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Andrew Green, Research on WARC, December 2017
How Audience Measurement 5.0 is developing, what implications it may have and how industry players will have to change in order to adopt such methods.
Article
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WARC Best Practice, December 2017
This article explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.
Research Paper
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MRS Awards, Winner, Virginia Valentine Award for Cultural Insights, 2017
BBC Radio 4, a British radio station, used qualitative research and semiotic analysis to identity problems with its output, which led to key changes.
News
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21 November 2017
GLOBAL: The United Nations has recognised November 21 as World Television Day since 1996 and the date coincides with the release of a new report, which claims to demonstrate the medium’s resilience and effectiveness for advertisers.
Article
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Adam Smith, Rob Norman, Research on WARC, November 2017
This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.
Research Paper
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Jill Jefferis, Brisa Cristina Correa de Araujo and María Barrera Moreno, ESOMAR, Global Qualitative, November 2017
Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.
Research Paper
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Alisson Ávila, Diogo Teixeira, Rafael Pelote and Tatiana Abreu Romão, ESOMAR, Global Qualitative, November 2017
Sonae Sierra, an international retail estate company, conducted research to gain insights into shoppers' eating habits and environments in order to improve its food courts.
Research Paper
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Alfredo Troncoso, Adelina Vaca and Aranzazú Gómez, ESOMAR, Global Qualitative, November 2017
Danone, a multinational food products brand, set out to understand what one of its key attributes, 'naturalness', meant in the Mexican market.
Article
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Geoffrey Precourt, Event Reports, TMRE, October 2017
General Mills, the consumer packaged goods manufacturer, has successfully strengthened its insights function at a time of immense complexity.
Case Study
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European Association of Communications Agencies, Finalist, 2017
The Danish Socialist Party (SF), a Danish political party, reversed its decreasing memberships by using Donald Trump as the focus for its campaign to relate to millennials and show adversity to right-wing populism in Denmark, Spain and the UK.
