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Case Study

Gallup, the pollster and business consultancy, used paid search advertising to increase leads for its workplace solutions in the US.

Opinion

Every year a few strong trends dominate the marketing industry. This year was supposed to be about blockchain, artificial intelligence, machine learning and the rise of the consultancies, but one subject has emerged to overshadow the rest.

Article

Summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).

Article

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Opinion

The increasing importance of customer experience as a differentiator could herald a golden age of marketing, suggests Direct Line’s Mark Evans, who spoke to WARC as part of a series of interviews with CMOs from around the world for the Toolkit 2019 report.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Case Study

Gaming company EA used influential car-modification content creators to create a digital campaign to launch its Need for Speed Payback driving game in Australia.

Article

Details why and how leading brands continue to raise the bar on expectations for customer experience at every touch point – both online and offline – by seeking strategic, long-term partnerships.

Research Paper

M-Brain, a research company, uses high-quality data in its approach to Augmented Market Intelligence.

Case Study

Toyota, the car brand, used branded content to increase sales of its hybrid car models in Europe.

News

Music cartridges didn’t see it off. Neither did cassettes, nor CDs.

Case Study

Toyota, an automotive brand, promoted its Toyota Hybrid vehicles across Europe by launching a set of creatives that celebrated aspirational Hybrid drivers.

Case Study

Škoda, an automobile manufacturer, achieved their best ever volume of sales orders and market share in the UK as a result of new brand positioning and creative work, while the industry around them plummeted.

Article

Discusses the changing approach to brand architecture from brands in Asia.

Article

Explores how organisations can optimise their brand architecture in a way that focuses on putting the customer first.

Article

Artificial intelligence based applications are emerging in a broad range of expert domains. News about Al based solutions in medicine, industrial production processes, logistics, mobility and digital marketing trigger discussions and a lot of speculation.

Article

Explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching over two billion users every month.

News

BERLIN: German automaker Volkswagen has a stated aim of evolving into a “mobility service provider with a connected fleet” and it has taken two significant steps towards this goal.

Article

Marketers know that brand loyalty is partly based upon passing brand equity from generation to generation and often leverage that heritage with customers.

Case Study

Toyota Hybrid, an automotive car range, launched a multimedia campaign with the slogan We Choose Hybrid to familiarise consumers with this type of vehicle and drive consideration in Europe.

News

BEIJING: Three in ten Chinese consumers expect to buy more imported products over the next six months, according to a new survey by the Ministry of Commerce.

Article

This Company Profile from Euromonitor provides key details and analysis of Tesco Plc. Included is a strategic evaluation with key facts about the UK company, competitive positioning against comparative brands, and assessment of its position in the retail market.

News

DETROIT: Ford, the automaker, has announced plans to stop selling most of the cars it currently sells in North America, including all sedans, as it seeks to focus on more profitable crossovers, trucks and SUVs.

Research Paper

Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.

Article

Global strategies, campaign updates and trends in the mass-market auto category.