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Article

This article provides marketers with information and guidance on generating earned media.

Article

Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

Article

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

Case Study

Pirelli, a tyre brand, launched a mobile targeted campaign in Mexico to promote its tyres through geolocation tracking to reach its target audience.

Research Paper

Radiocentre, the industry body for UK commercial radio, launched a research survey of media decision makers to reveal the extent to which perceptions lead media decisions.

Research Paper

Kantar TNS, a market research and market information group, launched a pilot study with Royal Mail, a postal service and courier company, to provide metrics for advertising mail.

Research Paper

Omnicom, a global media, marketing and corporate communications company, democratised the market mix modelling approach by building models that predict ROI and advertising elasticity on demand.

Case Study

Low-cost airline easyJet used a radio, online, social media and influencer strategy to drive relevance in Spain.

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.

News

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

Opinion

Marketing effectiveness has long been in a state of waiting for that perfect metric, the tell-all KPI.

Case Study

Aeroméxico, Mexico's leading airline, increased sales by engaging with Mexican millennials during El Buen Fin, Mexico's busiest online sales season.

News

Roku, the online streaming TV service, is aiming to fuel growth via advertising and a capacity to show the direct business results of that advertising.

Article

Andrew Geoghegan, global head of consumer planning at Diageo, shares how storytelling and data have worked together and led to success for Diageo.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Article

Explores conventional drivers of change and the impacts of our new deregulated and fluid demographics.

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

Addresses how marketers should balance short-term and long-term marketing activity and how these activities work together across different categories.

Article

Diageo, an alcoholic beverages company, used a combination of research, cultural insight, and learning science to identify how to portray gender in communications more progressively across all of its brands globally.

Article

Imperial Brands, a Tobacco company, used insights automation to pave the way for the efficient democratisation of insights globally, to create a strategic role for market research within its corporation.

Research Paper

Coca-Cola, a soft drink brand, improved internal communications for the insights team in Europe in order to make them as effective and engaging as possible.

Research Paper

Microsoft, a multinational technology company, introduced efficiencies and survey enhancements to monitor a much wider range of satisfaction indicators, allowing it to become a truly customer-obsessed organisation globally.

Research Paper

Johnson & Johnson Vision, an optical arm of the pharmaceutical company, leveraged data and intuition by applying control systems, engineering techniques and deep qualitative insights in its global Vision Care franchise.

Article

When Reckitt Benckiser looked closely at issues around brand experience it proved a catalyst for wider organisational change.

Opinion

Social media has been a part of media plans for a long time, but accurately measuring how it affects not only the overall communications effectiveness but the bottom line has proved extremely difficult.