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Article

This article addresses how news brands covered the early days of President Donald Trump’s administration, and outlines some recommendations for improving their output going forwards.

Article

This article explains how behavioural economics can be used in advertising to encourage healthier lifestyles and explores how the 'Intention-Action gap' can be avoided by employing this strategy.

Article

This event report details how adidas, the sports and lifestyle brand, is ensuring it remains fresh and relevant to consumers.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

Case Study

This case study shows how Coca-Cola, the carbonated drinks company, increased brand equity by developing a community action platform for the Middle Eastern youth.

Case Study

This case study shows how Visit Qatar, a tourism organisation, was able to rebrand Qatar as a sought after destination for Eid celebrations and successfully increase its number of tourists.

Case Study

This case study describes how global banking brand HSBC used Facebook and YouTube to target stay-at-home mums wanting to get back to work, to boost its brand in the United Arab Emirates.

News

LONDON: The use of voice technology is growing as it is a more intuitive and efficient way to interact with a device, and marketers will have to consider a new set of variables as they develop voice user interfaces and build a consistent tone of ...

Article

This article provides insights into consumers' current usage of voice technology and practical steps for marketers who want to take advantage of this growing trend.

Article

This event report outlines how POLITICO, the political news provider, is tapping consumer insights to more fully understand its audience at a time of profound change.

News

JERSEY CITY: Marketers in the US must ensure they are ready for the General Data Privacy Regulation (GDPR) and ePrivacy Regulation which are set to come into force in the European Union next year, a leading legal expert has warned.

Article

This event report outlines why US marketers must pay attention to the forthcoming General Data Privacy Regulation (GDPR) and ePrivacy Regulation in the European Union (EU).

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

Article

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

Article

This article examines the number of active ad-blocking software users, finding it went up 25% year on year to 616m worldwide in 2017, of which 62% (380m) were mobile web users.

News

SHANGHAI: Two thirds of China’s high net worth individuals (HNWIs) gave themselves gifts last year – and brands can leverage that mentality to enhance emotional connection, a new report suggests.

Article

This article looks at how neuromarketing techniques are particularly suited to public service advertising campaigns which have to engage disinterested consumers on an emotional basis and in a memorable way within restricted budgets.

News

HONG KONG: The number of Chinese tourists travelling overseas continues to rise but their spending on product shopping is declining as they seek out experiences instead, a new report says.

News

SYDNEY: It's time for brands to think beyond art and embrace science, as neuroscientific research can now show how creative choice in ads can actually drive away potential customers, an academic has said.

Opinion

This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

Article

This article outlines the principles behind innovation at Goodman Fielder, which owns 33 well-known brands in the bread, dairy, poultry and grocery categories across Australia and New Zealand.

Article

This article explores the link between long term memory encoding and commercial effectiveness, and how marketers can use neuroscience to create more effective campaigns.