News
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20 August 2018
MUMBAI: New product development and international expansion are among the strategies being adopted by two of India’s FMCG companies as they seek growth in the year ahead.
News
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10 August 2018
LONDON: McDonald’s, the global QSR, is pursuing experiments with premium offers in the shape of a high-end Kensington “luxury” restaurant and “barista coffee” in the West End.
Research Paper
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Jameson Watts, International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 408-418
As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.
Research Paper
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Sangkil Moon, Moon Young Kang, Young Han Bae, Charles D Bodkin, International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 380-393
Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests.
Research Paper
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Ian Bramley, Alastair Goode, Laura Anderson and Elisabeth Mary , International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 344-351
This article reviews the experience, steps taken, and lessons learnt from including a virtual reality film within a mobile online survey.
Article
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Euromonitor Profiles, July, 2018
This Company Profile from Euromonitor provides key details and analysis of Imperial Tobacco Group Plc, the owners of brands such as Davidoff, West and Gauloises.
Article
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WARC Exclusive, August 2018
Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.
Article
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Euromonitor Profiles, July, 2018
This Company Profile from Euromonitor provides key details and analysis of The Coca-Cola Co, the owner of brands such as Minute Maid.
Article
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Euromonitor Profiles, July 2018
This Company Profile from Euromonitor provides key details and analysis of Nestlé's pet care brands, including Prurina and Bakers.
Article
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WARC Best Practice, July 2018
explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.
Article
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Mobile Marketing Association, 2018
Provides insights from the 2018 Mobile World Congress (MWC), which discusses the age of hyperconnectivity, issues such as the 4th Industrial Revolution (thanks to 5G) and the application of Artificial Intelligence.
Article
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Alan Martin, Admap, July/August 2018, pp. 19-21
Examines ways in which a true multi-discipline planning team of equals could be assembled and who within the industry could lead the way in adopting this approach.
Article
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Judie Lannon and David Cowan, Admap, July/August 2018, pp. 16-18
To celebrate the 50th anniversary of the birth of account planning, two industry veterans recall their time at two of the most influential advertising agencies in shaping the discipline – JWT and BMP.
Case Study
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Tahaab Rais, Carl Bou Abdallah, WARC Prize for MENA Strategy, Shortlisted, 2018
Byblos Bank targeted Lebanese expats with an integrated content campaign to promote its Expat Housing Loans.
Research Paper
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J. P. James and Tyrha M. Lindsey-Warren, Journal of Advertising Research, Digital First, June 2018
Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.
Article
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Euromonitor Strategy Briefings, June 2018
Provides an overview of the global toys and games industry, examining the global outlook, leading companies and brands and top five trends shaping the industry.
Article
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Euromonitor Profiles, June 2018
Provides key details and analysis of Reckitt Benckiser Group, a multinational consumer goods company, including home care market assessment, surface care, laundry care and automatic dishwashing.
Article
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Brian Carruthers, Event Reports, Market Research Summit London, May 2018
Many FMCG products are not gender-specific yet most advertising continues to be aimed at women.
Article
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Brian Carruthers, Event Reports, IAB UK Engage conference, June 2018
Big brands everywhere are facing challenges from new competitors who have been able to tap into the opportunities offered by digital to establish a closer relationship with consumers.
Article
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Sam Peña-Taylor, Event Reports, healthBOT 2018, May 2018
Chatbots constitute an unparalleled opportunity across the breadth of the health industry, and both for the benefit of consumers and for communications with professionals.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
Hangar 1, a vodka brand, successfully increased sales in the US by launching a PR and social media campaign around the creation of its new, sustainable product.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
Kraft-Heinz, an American food company, increased its market share in the US by linking its brand to the iconic 1960s show Mad Men.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
Kyrö Distillery Company, a Finnish distillery, designed packaging that told a story in order to promote its gin in Finland, despite strict laws on advertising alcohol.
Article
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Stephen Whiteside, Event Reports, Cannes Lions, June 2018
GSK Consumer Healthcare, the pharmaceutical company, has been undergoing a profound digital transformation as it adapts to new consumer and marketplace demands.
Case Study
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Marketing Society UK, Excellence Awards, Winner, Finance Director's Prize, 2018
KFC, the fast food brand, created a humorous fake 'clean eating' campaign to successfully launch its newest product in the UK.
