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Article

Research from the Cultural Marketing Council has shown the uniquely powerful connection between culture and content.

Article

The political and diplomatic storm that is the UK’s exit from the European Union has rocked an insight industry whose political arm failed to foresee the decision.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

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.

Research Paper

This article summarizes our work using a network-based approach to mapping the main constituencies discussing specific topics on Twitter.

Research Paper

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

Article

Showcases three of the strongest techniques to build more creative environments and to maximise creativity in marketing teams.

News

LONDON: Diversity and inclusion in the workplace are not just moral issues, they’re business imperatives, according to Michael Roth, Interpublic Group CEO.

News

WASHINGTON DC: The US Hispanic population is large, growing, young and experiencing economic and social progress – “an incredible opportunity for any brand”, according to an industry figure.

Article

To market effectively to Hispanic consumers, who account for 18% of the total US population, brands need to offer a true reflection of what it means to be Hispanic – that speaks to both Hispanic traditions and American culture.

Article

GoDaddy, the internet services firm, has successfully moved beyond attention-grabbing sexist ads to embrace a brand and corporate strategy that is based around inclusivity.

Article

Marketing around the Russia World Cup requires brands to understand both the position of the host country and the changing behaviours and culture around football.

Case Study

Seedlip, a non-alcoholic spirits brand, designed the bottle for its launch based on botanical illustrations to stand out from the sickly sweet non-alcoholic drinks category.

Article

This Company Profile from Euromonitor provides key details and analysis of consumer electronics company, Samsung.

News

ATLANTA: While brands can see there are profits to be made in appealing to the fast-growing Hispanic community in the US, marketers and research firms have been slow to implement effective, research-based targeting, according to an industry figure.

Article

Advises on how marketers can successfully reach Hispanic consumers in the US, a demographic that is seeing significant growth, with broad implications for marketing, marketing research, and consumption patterns generally.

Article

Explores the current thinking and writing on the subject of customer-centricity, the ethos that places good service and customer-experience at the heart of a brand's strategy.

Article

Media agency Mindshare identifies five broad trends that are currently shaping the marketing world and which marketers will have to address in the coming 12 months.

News

NEW YORK: Brands and agencies are not doing enough to tap the lucrative African-American market and, in part, that is because they haven’t recruited or retained sufficiently diverse talent, according to a new report.

Article

Looks at how brands are having to adopt more inclusive and nuanced approaches in order to adapt to changing demographics and modern family structures, including challenges to gender stereotyping and kids' influence in purchase decisions.

Article

Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.

Article

USAA, the financial services company focused on members of the military and their families, increased diversity at its agencies through implementing a clear plan of action.

News

LONDON: Global drinks giant Diageo has suspended all its advertising on Snapchat following a ruling by the Advertising Standards Authority which found that the messaging app had not installed sufficient safeguards to make sure the ads were not ...

Article

This Company Profile from Euromonitor provides key details and analysis of Airbnb, the peer-to-peer accommodation platform.

Article

Examines the use of stories to engage people with the causes of nonprofits, and how stories’ impact increases with consistency and time.