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Opinion

What are the similarities between jazz and marketing? News Editor, Brian Carruthers, went to hear a man who does both: Neuro-Insight’s John Zweig.

Case Study

SAP, the software company, increased leads and decreased cost per lead by changing how it dealt with decision-making executives who moved company in Asia.

Case Study

Theraflu, Russia's market-leading anti-cold and flu treatment, created the Theraflu Flu Tracker which warned its target audience when flu and colds were heading their way.

Article

Land O’Lakes, the agribusiness and dairy co-op, has leveraged new digital technologies to help enhance its business-to-business operations.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.

Opinion

Planners are in danger of being caught up in the minutiae of campaigns when they should be looking at the big picture.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Article

Explains what marketers need to do to successfully use personalisation in their creative approaches and how to measure its effectiveness.

Article

Summarises Admap's November issue by looking at the various ways to define personalisation, how it should be approached and practical advice and pitfalls.

Article

Details how brands can use dynamic creative to target specific groups of consumers and personalise the customer journey.

Article

Deloitte Digital, the creative digital consultancy, has made significant progress in leveraging the data streams now on offer, but still believes there is work to be done in this area.

Article

Building ‘operating principles’ for brand strategy over specific ‘brand values’ can offer more flexibility to marketers.

Opinion

Marketing leaders have a responsibility to invest in the best possible media mix, but that is never easy.

Article

Using source-credibility and source-attractiveness models, this study examines the endorsement effectiveness of chief executive officers (ceos) and founders as compared with celebrities, especially when ceos and founders are not well-known or popular.

Article

Explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.

Research Paper

Paragon Partnership, a data and insight company, BBC Media Action, a British broadcaster's international development charity, and market researcher Big Sofa came together to solve an important industry issue – the quality of qualitative research globally.

Research Paper

Standard Bank, a financial services group, used a mixed-method approach to discover how privacy legislative challenges are affecting market research clients and agencies in South Africa.

Case Study

MetLife Japan, an insurance company, created a holistic research program and used a universal insight as the foundation of its brand strategy to deliver compelling offers in Japan.

Article

Imperial Brands, a Tobacco company, used insights automation to pave the way for the efficient democratisation of insights globally, to create a strategic role for market research within its corporation.

Research Paper

Coca-Cola, a soft drink brand, improved internal communications for the insights team in Europe in order to make them as effective and engaging as possible.

Article

Unilever, a consumer goods company, forecast the future of its insights engine by answering a series of questions about how it conceives insights across Unilever as a whole.

Article

The founder of data company Heart-Data Inc introduces the Japanese concept of “ikigai” and how to apply it to brand (personal brand or business brand) questions.

Research Paper

Microsoft, a multinational technology company, introduced efficiencies and survey enhancements to monitor a much wider range of satisfaction indicators, allowing it to become a truly customer-obsessed organisation globally.

Research Paper

The research team for an energy drink company addressed the concepts around the nonconscious drivers of consumption by creating a model of the UK consumer’s mind and how the different parts of it collaborate to achieve the consumer’s goals.

Research Paper

PepsiCo, a food, snack and beverage corporation, launched insights research in India to decode “local” markets, which is useful for MNCs (multinational corporations) battling the threat of local competition.