Case Study
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Kawal Shoor, Navin Talreja, Heval Patel, WARC Awards, Shortlisted, Effective Innovation, 2018
Saregama, an Indian music company, launched a new radio product targeting the over 50s in order to increase revenue from its back catalogue of music.
Article
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WARC Exclusive, March 2018
Global strategies, campaign updates and trends in the insurance category.
Article
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WARC Exclusive, March 2018
Global strategies, campaign updates and trends in the carbonated soft drinks category.
Article
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WARC Exclusive, March 2018
Global strategies, campaign updates and trends in the savoury snacks category.
Case Study
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ARF Ogilvy Awards, Silver, 2018
Emergen-C, a vitamin drink supplement, promoted itself as an everyday wellness brand by releasing a US television commercial featuring young, active people.
Article
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Euromonitor Profiles, March 2018
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
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Louise Ainsworth, Market Leader, Quarter 2, 2018, pp. 48-50
British companies must renew their focus on innovation if they do not want to stagnate in the long term.
Research Paper
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Arpita Agnihotri and Saurabh Bhattacharya, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 65-74
Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.
Research Paper
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Stephen W. Wang and Angeline Close Scheinbaum, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 16-32
Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.
Article
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Geoffrey Precourt, Event Reports, IAB 2018 Annual Leadership Meeting, February 2018
Glossier, the cosmetics brand, believes that digital technologies are transforming the beauty industry in a variety of powerful ways.
Article
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Laura Patterson, Admap, March 2018, pp. 20-23
Explains how the benchmarking process can be applied to marketing, describing seven marketing capabilities worth benchmarking, from product development to marketing implementation.
Article
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Rhiannon Price, Admap, March 2018, pp. 17-19
Collaborations with Jaguar Land Rover and supermarket giant Asda saw Northstar Research adopt the reality TV formats The Apprentice and Come Dine with Me to produce in-depth customer insights.
Article
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Fleur Horner, Admap, March 2018, pp. 34-35
Concept testing is the investigation of potential consumers’ reactions to a new product or service before it goes to market, and this article explains the importance of real-world, common-sense benchmarking and how to achieve it.
Article
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WARC Best Practice, March 2018
This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.
Article
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WARC Best Practice, March 2018
This paper explains the concept of New Product Development (NPD) - the process of bringing a new product to market - and how to ensure its success.
Article
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WARC Best Practice, March 2018
This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.
Article
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Matthew Mee, Nigel Shardlow and James Allen, Admap, April 2018, pp. 10-12
Big brands have been criticised for allocating too much adspend to overly targeted digital media, but without much proof that it reaches and engages consumers, marketers might be tempted to abandon it altogether.
News
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27 February 2018
NEW DELHI: Nestlé India is building a regional approach that will embrace all aspects of the business, its chairman has said, while it also intends to introduce more products from its global range.
Case Study
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Design Business Association, Bronze, 2018
Lund Halsey, a control room designer and manufacturer, modernised its image to maintain its market share and increase sales in the UAE.
Case Study
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Design Business Association, Gold, 2018
Pip & Nut, a nut butter brand, designed unconventional packaging for the health foods category in order to stand out from the crowd and show that nut butters can be a healthy snack.
Case Study
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Design Business Association, Silver, 2018
Sensodyne, the toothpaste brand for sensitive teeth, launched its True White whitening toothpaste globally by establishing it in a new ‘super premium’ tier.
Research Paper
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Sangkil Moon, JaeHwan Kwon, Sang-Uk Jung and Young Han Bae, International Journal of Market Research, Vol. 60, No. 1, 2018, pp. 104-117
Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.
Article
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Daniel Porath, International Journal of Market Research, Vol. 60, No. 1, 2018, pp. 50-66
In anticipation of long-run competitive advantages, pharmaceutical companies often try to enter new markets earlier than their competitors.
Case Study
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Design Business Association, Silver, 2018
AEG Powertools, the electrical equipment brand, advertised its new six year warranty scheme through a new tag line and a striking colour palette in Europe.
Case Study
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Design Business Association, Silver, 2018
James Heal, the UK textile testing equipment manufacturer, redesigned its brand to focus on the quality of its products to increase turnover and profit.
