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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 ...

Article

Marketers that promote Broadway shows face particular challenges as they seek to attract consumers and drive ticket sales.

Article

The young target audience for Jägermeister isn’t drinking as much as previous generations and is more restrained in an age of social media, resulting in the spirit brand adopting a new brand strategy of ‘less is more’.

Opinion

In his new book, Be More Pirate, Sam Conniff Allende, co-founder of Livity, outlines a model for a radical new way of organising with wide-ranging implications.

Article

Marketing is a discipline that makes improves the imperfect; a copywriting veteran outlines strategies for marketing ugly, boring, and undifferentiated products.

News

LONDON: Campaigns from Royal Caribbean International, adidas, and Nissan are among the 21 from around the world that have been shortlisted for the WARC Awards' Effective Innovation category.

Case Study

Telco Sprint launched a chatbot-based game in Facebook Messenger to drive positive engagement with the Latino market in the US.

Case Study

Club Mahindra, a holidays company, used a TV ad integrated with mobile ads to increase holiday bookings in India.

Opinion

Marketing as a profession has allowed itself to be moved downstream, and ‘business consultants’ have come in to fill the void.

Opinion

The tech businesses of Silicon Valley are hiding behind Big Data and as a result, have become disconnected from the lives of real people, says Gareth Kay.

News

SINGAPORE: WARC today launches the 2018 WARC Prize for Asian Strategy, seeking the best evidence of strategic marketing thinking in Asia.

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Article

Global strategies, campaign updates and trends in the telecoms and ISPs category.

Article

Global strategies, campaign updates and trends in the cosmetics and beauty aids category.

Article

Global strategies, campaign updates and trends in the insurance category.

Case Study

Truth Initiative, a nonprofit tobacco control organization, raised awareness of the tobacco industry’s targeting towards young, low-income groups by launching a campaign at the Grammys in the US.

Article

This Company Profile from Euromonitor provides key details and analysis of Costco Wholesale, the largest membership-only warehouse in the US.

Article

This Company Profile from Euromonitor provides key details and analysis of H&M Hennes & Mauritz, the owner of brands such as H&M, COS, and & Other Stories.

Article

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

Article

Describes how brands can achieve growth by using common sense, instead of following current industry fashions.

Article

Argues that the 90s were not a golden age but marketing is about to enter one, thanks to changes in data gathering and technology.

Article

Looks at the history and evolution of Market Leader in response to the marketing industry.

Article

Examines the findings of the IPA’s Culture First project and shows that successful brands are changing to evidence-based decision-making.

Article

Digital marketers need to start asking more whys if they want to improve their business in the long run.

Research Paper

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