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Article

The Association of National Advertisers (ANA) conducted research into influencer marketing to help quantify its importance and understand its role in wider brand activation strategies.

Article

US mobile network Sprint wanted to understand the impact of its customer retention efforts not only on chosen targets but also on those targets’ contacts who were also Sprint users.

Article

With drivers seeing little to differentiate fuel retailers and being skeptical of loyalty schemes, Shell set out to make its Shell Drivers’ Club more relevant to members.

News

CAMBRIDGE, MA: In the not too distant future, consumers will rely to a significant extent on AI assistants, with brands having to shift their efforts from building consumer relationships to optimizing their positions on AI platforms, according to ...

News

CHICAGO: Gen Z’s preferences tend to have significant influence on the purchase behaviors of their household, according to new research which recommends that manufacturers and retailers adjust their marketing strategies accordingly.

News

LONDON: The airline industry competes fiercely on price, but as air travel has become a commodity even budget airlines are having to rethink their customer experience as a way of differentiating the brand.

Article

University students offer a distinct grouping and one which brands have a unique opportunity to reach and build a relationship with.

Research Paper

Unilever Argentina, a consumer goods company, created The Thermometer to understand people and their consumption behaviours during turbulent times.

Research Paper

McDonald's Argentina, a fast food chain, created a global segmentation study across 36 countries to assess the attitudes and behaviors of over 100,000 individual customers around the world.

News

CHICAGO: Walgreens, the drugstore chain, is seeking to become the “most-loved” player in its category, with an emphasis on enhancing its business and driving customer loyalty.

Research Paper

This article argues that only a combination of active questioning, passive observation, and explicit and implicit data capture can lead to total consumer understanding and that brands need to activate both System 1 and System 2 thinking to be successful.

Research Paper

Quilmes, a beer brand in Argentina, wanted to relaunch its product and conducted research to investigate the most effective methods of doing so.

Case Study

An ambitious social mission helped healing skincare brand Vaseline make Vaseline Jelly a powerful force for global good and catapult the brand back to relevance in the US.

Case Study

Brewer Guinness used a campaign based on human stories to strengthen perception of the brand in Great Britain and Ireland.

News

NEW YORK: When it comes to engaging consumers effectively, retailers are too focused on transactional metrics, such as convenience and price, and should recognise the importance of personalised experiences and social influencers.

News

DUBAI: Consumers in the Middle East are becoming more cost-conscious and less loyal to brands, according to a new study that also identifies rapidly shifting purchase behaviours in the region.

News

GLOBAL: Delivering a good customer experience (CX) – the tangible reality of the brand and proposition made to the customer – is essential in the modern digital economy and requires an ongoing commitment from businesses if they are to ...

Article

Walgreens, the health and beauty retailer, is putting its brand at the heart of efforts to transform its wider business.

Opinion

Despite the rise of digital media, and therefore digital advertising, its complexity has led to a sense of paralysis and confusion for some marketers.

Article

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.

Article

Looks at the decision to 'go dark', scale back or eliminate the advertising budget, and both the short- and long-term implications this can have for brands.

Article

With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Case Study

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.

Article

Dell, the technology company, has used virtual reality to effectively spread the word about its corporate social responsibility efforts.