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News

GLOBAL: With the GDPR due to be implemented in a month’s time, many marketers at major multinationals are not fully aware of the implications for future campaigns, according to new research from the World Federation of Advertisers (WFA).

Article

McAfee, the cybersecurity company, faced a major threat to its brand reputation having been hacked on LinkedIn, the social network.

Research Paper

Synapsis, a market research company in Colombia, introduced the use of the Internet of Things (IoT) in its market analyses and partnered with a B2B business to create a quote simulator.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Article

Interviews Vince Cable, leader of UK political party the Liberal Democrats, and examines how he has handled his leadership role.

Article

Gemma Greaves discusses with Diageo’s Syl Saller and John Lewis’ Craig Inglis how bravery is necessary to do better marketing.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Article

Advancing the digital-marketing agenda inside large companies is often a complex task, and thus requires a carefully considered approach.

News

GLOBAL: Marketers believe that they are likely to waste around a quarter of their marketing budgets this year, according to a new report that also highlights how they remain focused on reach rather than tracking performance.

News

LONDON/ROTTERDAM: In the eighteen months since Unilever announced the creation of its in-house agency U-Studio, it has achieved significant efficiencies in its digital marketing.

Article

Reveals the books that influenced Sean Healy, head of comms planning worldwide at ZenithOptimedia.

Article

This article reveals the books that influenced Jed Hallam, chief strategy officer at Initiative.

News

DURHAM, NC: More than a third of CMOs see having the right talent as the most important factor in driving future organic business growth, according to a new study.

Article

In anticipation of long-run competitive advantages, pharmaceutical companies often try to enter new markets earlier than their competitors.

Research Paper

In this article, the author conducts an empirical diagnosis of managers' views and perceptions in the context of use of information obtained from marketing research in decision-making processes.

Article

Heineken USA, the brewing group, is seeking to meet the challenges that “walled gardens” pose to brands that are seeking to connect with consumers in the digital ecosystem.

Article

A growing number of brands are seeking to sell their products directly to consumers, a shift that reflects the broader evolution of the marketing ecosystem.

Article

Brexit will have a significant impact on UK businesses, but uncertainty surrounds how it will impact advertising, an industry that generates £6 in the UK economy for every £1 spent.

Article

Reveals the books that influenced Nick Hirst, head of planning at adam&eveDDB.

Research Paper

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.