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News

A long-term decline in footfall in the UK high street shows no signs of reversing during the run-up to Christmas – more bad news for brick-and-mortar retailers who failed to make gains during last month’s Black Friday sales.

News

Numerous studies have shown that consumers in Asia welcome brands that engage in social issues, such as global climate change or gender equality, but new research suggests what they actually care about are causes closer to home.

Article

In the rush to comply with GDPR, many brands found themselves losing access to consumer data when they didn’t actually need to, but AI can help address this shortfall.

Article

Outlines the six ways to effectively blend brand purpose and data ethics.

Article

Hosting video advertising on premium media sites can make a difference in boosting consumer trust and effectiveness.

News

A new study in the Journal of Advertising Research (JAR) offers valuable insights into the impact of search, display and programmatic ads on conversion, based on a campaign that reached approximately 120 million users.

Article

This article provides marketers with information and guidance about the effective positioning of TV ads.

News

The language of wellness is no longer limited to the health and nutrition sectors, as brands increasingly look to embrace this idea – one of Admap’s Drivers of Change in 2019.

News

Here’s some of the big stories on WARC last week for you to catch up on if you haven’t already read them.

Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

Article

Explores the impact of the increasing popularity of in-house agencies and how traditional agencies need to evolve to meet modern time and data demands.

Article

Provides marketers with information and guidance about the most effective approaches to using music in advertising.

Article

Provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.

Article

This article provides marketers with information and guidance on generating earned media.

Article

Provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

Article

This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.

Article

This article examines and provides guidance for marketers attempting to understand awareness, covering approaches, definitions and key insights.

Article

Provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.

Article

Provides marketers with information and guidance about determining the optimal TV ad length.

Article

Summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols) – techniques used by qualitative researchers to deliver cultural insight.

Article

Explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.

Case Study

ŠKODA, the car brand, used a series of viral videos to increase brand awareness in Taiwain.

Case Study

Drinks manufacturer Diageo joined forces with TV cooking show MasterChef and created a multimedia strategy to boost spirit sales in Australia.

Article

Georgia-Pacific, the paper products company, has tapped the power of shopper information to gain an in-depth understanding of consumers.

Case Study

Hotel group Marriott created a partnership with football club Bayern Munich, in order to rebrand its Courtyard offering and boost loyalty and sales in Germany.