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Case Study

Andersen Windows, a windows manufacturer, increased sales of its custom-sized windows in the US through paid search, social and digital ads.

News

In the pursuit of greater efficiency and effectiveness across the marketing mix, marketers are exploring new means of assessment and measurement to ensure performance, with neuroscience emerging as a key approach in this context.

Article

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.

Article

This paper addresses the implications of this changing research landscape and, in particular, how neuroscience principles can help marketers and advertisers to:.

Article

Provides guidance and reading on the topic of Ad blocking, the process through which a consumer can opt-out of receiving marketing messages; how it affects publishers' business models and how it is reaching crisis point.

Article

This article examines marketing-mix models and how data issues are limiting marketers’ capabilities. As the Internet grew in the nineties, challenges emerged for the availability of causal data that fueled marketing-mix models, as it created difficult-to-measure touchpoints.

Article

Summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.

Article

This article provides marketers with information and guidance about attribution and marketing mix modelling.

Case Study

QSR brand KFC successfully relaunched its Golden Egg Crunch during Chinese New Year in Malaysia using a TV sync activation.

Article

This report examines current and future trends in the global video industry, including a decline in linear TV ratings (especially among younger audiences) and increasing data application to linear television.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2018.

News

Data from analytics companies and academics suggests the key to consistently higher marketing return on investment (ROI) is synergy and taking a multichannel approach.

Research Paper

Orange, a telecommunications company, was able to provide a deeper understanding of brand drivers and customer relationships in France and Spain.

Research Paper

Nailbiter, the technology platform, used its video market research capability in the US to produce better consumer insights for Airwick, an air care brand and Lysol, an American cleaning products brand.

Research Paper

Kantar Millward Brown, an insight and consultancy group, launched a research framework that explored the benefits of revamping traditional qualitative methods with co-creation to help marketers produce better digital communications in Pakistan.

Article

Marketers get better return on investment from multichannel marketing strategies than investing in a single channel.

Article

Hasbro, the toy manufacturer, has taken a test-and-learn approach to influencer marketing as it seeks to navigate this complex but dynamic space.

News

A "Love Over Bias" spot created for Procter & Gamble by agency Wieden+Kennedy claimed the "Best in Show" prize at the Association of National Advertisers' (ANA) 2018 Multicultural Excellence Awards.

Case Study

Male personal care brand Park Avenue took a fresh approach to its advertising to target India's new-age men.

Case Study

Indian anti-marks cream Bajaj Nomarks used an unconventional skincare ad campaign to drive sales and increase market share.

Case Study

Soy sauce brand Kecap ABC put mothers first in an integrated campaign that turned around several years of sales and share decline in Indonesia.

Article

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.

Article

Discusses the techniques marketers can use to estimate the likely impact of marketing activity.

Research Paper

Nestlé, a transnational food and drink company, analyses the threat posed by challenger brands in India and shows their true impact while suggesting strategies that can work for brands.

Research Paper

PepsiCo, a food, snack and beverage corporation, launched insights research in India to decode “local” markets, which is useful for MNCs (multinational corporations) battling the threat of local competition.