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Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

Research Paper

This article presents a study of young voter engagement in relation to the EU referendum—a democratic vote on the United Kingdom's membership of the European Union.

Research Paper

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

Opinion

Data doesn't tell you everything, warns Harrods’ Amanda Hill, who spoke to WARC as part of a series of interviews with CMOs from around the world for the Toolkit 2019 report.   What are you proudest o...

Article

The Association of National Advertisers (ANA), the industry body, found in research that the marketing industry still lags behind in many areas of diversity and representation.

News

Tech that drives efficiency and ROI will be top of mind for chief marketing officers in 2019, new research shows.

News

Deloitte Digital, the creative digital consultancy, is seeking to leverage “emotional datasets” that can help it develop stronger creative, and thus build deeper relationships and engagement with customers.

News

Marketers could unlock significant growth opportunities if they assist in efforts to address various forms of social inequality, according to Marc Pritchard, Procter & Gamble’s chief brand officer.

Opinion

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

News

The CMO Growth Council, a group formed by the Association of National Advertisers (ANA) and Cannes Lions, is seeking to help marketing become what Marc Pritchard, Procter & Gamble’s chief brand officer, calls a "complete, integrated ...

Article

Tackling social issues like race and gender inequality could not only yield perception benefits for marketers, but will also help them drive meaningful future growth.

Opinion

Sustainability is a point of focus for the world’s biggest advertiser. WARC's Geoffrey Precourt explores how P&G’s chief brand officer is working with the ANA and Cannes Lions to make it an industry priority, too.

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

The Association of National Advertisers (ANA) and Cannes Lions have joined forces to help marketers tackle some of the most pressing challenges facing the industry.

Research Paper

This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media.

Article

The Association of National Advertisers (ANA), the industry body, is seeking to drive progress in the marketing industry through various means.

Opinion

Legacy businesses are fearful of disruption from external competitors, but Pip Hulbert, CEO, Wunderman UK, asks whether we should think of disruption as an inside job.

Article

General Mills, the food manufacturer, is using digital data as it aims to build deeper relationships with its customers.

Article

Kingspan Group, the building materials firm, made effective use of analytics as part of the launch program for its Kooltherm insulation product.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Article

This article looks at how marketers can utilise artificial intelligence (AI) in understanding the consumer journey.

Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Article

Reveals the books that influenced Mark Holden, worldwide strategy and planning director at PHD.

News

NORTH CAROLINA: American marketers are pushing ahead with digital spending, while failing to dedicate as much thought to the wider societal picture, according to a new survey.

News

SINGAPORE: Brand marketing leaders are generally optimistic about increased budgets in the next year, with growing digital media spend and in-house capabilities top of mind for many, according to a new survey by agency network Dentsu Aegis.