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Article

This article explores views around the use of virtual reality as an advertising medium.

Article

This event report covers how Tommy Hilfiger, the fashion brand, has adopted a real-time ethos in building its brand and business.

Case Study

This case study shows how STC, a telecommunications brand, successfully eased pressure from its customer services outlets in the KSA by launching a campaign that migrated its users towards a nocturnal support service app.

Case Study

This case study describes how soft-drink brand Pepsi used digital and traditional media to connect with Egyptian youth and regain its association with music.

Research Paper

This study distinguishes two features of a firm’s knowledge base - breadth and depth - and elucidates their interplay in determining new product performance.

Research Paper

The main goal of this research is to study the impact on the answers and data quality of making conjoint questions more realistic by introducing some randomised noise into the descriptions of the conjoint levels or by simulating the way an e-commerce website displays products.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This Company Profile from Euromonitor provides key details and analysis of Carlsberg A/S. Included is a strategic evaluation with key facts about the Danish company, competitive positioning against comparative brands, and assessment of its position in the beer and cider market.

Article

This Company Profile from Euromonitor provides key details and analysis of Amway, the owner of brands such as Nutrilite.

Article

This article covers how ANZ, one of Australia's big four banks, has streamlined its in-branch customer experience with digital and data-driven initiatives.

Article

This article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.

News

LONDON: Cards accounted for more than half of all retail transactions by volume in the UK last year, while debit card purchases have overtaken cash for the first time, according to a new survey.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Research Paper

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.

Research Paper

This study looks at American attitudes towards devices with voice command, given the rising popularity of digital home assistants such as Amazon's Echo and Google's Google Home.

News

MOUNTAIN VIEW: Google has unveiled Advr, an experimental project from its internal incubator Area 120, which allows video ads to run in 3U/VR, using a consumer-controlled cube-like format.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Article

This report provides an overview of the global hot drinks industry, examining the performance of hot drinks comparatively, leading companies, growth brands, and trends shaping the development of the market.

News

NEW YORK: Following the US release this week of Amazon's new screen-enabled Echo Show, media brands are moving to produce content specialized for the platform's voice and screen interactivity, according to reports.

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

Research Paper

This paper looks at the use of technology to enhance measurement and insights for the out-of-home industry in the United States.

Case Study

This case study shows how Deutsche Telekom, a telecommunications brand, used gaming to raise awareness towards dementia research in Germany.

Case Study

This case study explains how the US Air Force boosted recruitment with a redesigned website that featured career choices and personalisation.

Case Study

This case study explains how VisitBritain, the British government's tourism body, increased visits from China by inviting people to give British landmarks Chinese nicknames in a campaign that ran across TV, outdoor and social media.

Article

This event report outlines strategies that UK brands can adopt when seeking to enter the Chinese market.