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Article

There's more data than ever, but analytics is more complicated and more diverse than it has ever been before; with more being measured, finding out what you need to know is more important than ever.

Case Study

Pot Noodle, an instant noodles brand, successfully increased sales by cleverly switching its brand positioning among UK consumers.

Case Study

BBC Asian Network, a UK digital radio station, successfully increased its audience by re-positioning itself as a true representative of its evolving community.

Research Paper

This article describes research carried out with mobile operator O2 to establish whether VR is practical within quantitative research and whether it could produce meaningful data.

Article

Developing an effective social strategy can be difficult, given the platforms are constantly evolving, but there are some constants.

News

LONDON: Smartphones are the most popular device for going online at every hour of the day, according to new research, a trend that savvy brands are exploiting in a variety of innovative ways.

Research Paper

This paper looks at audiences' emotional reactions to television commercials (TVCs) to determine what appeals to Generation Z consumers and whether these same elements cause a tension for older consumers.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

Case Study

This case study explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.

Case Study

This case study explains how the UK's NHS Blood and Transplant service recruited 17-24 year olds during National Blood Week by working with partners in TV, radio, digital, print and online to create a sense of urgency.

Opinion

Dave King, MD at Exterion Media, argues that digital transformation will affect all areas of a business, requiring a clear vision of how that will play out across all teams in the organisation, and how it will help to improve the experience of the customer.

Article

This article provides an overview of how econometric modelling can help marketers understand how much each media channel contributes and over what timescale.

Case Study

This case study shows how telecoms brand O2 was able to improve brand equity and sales in the UK by partnering with charity War Child in staging a series of performances.

Case Study

This case study shows how O2, a telecommunications company, curbed its declining handset sales in the UK by creating a whole new market for second-hand models.

Article

This paper introduces Gemius AdReal, desktop and mobile technology available in markets across Europe which recognizes ads and produces data reports estimating Real Users.

Article

This article explores the concept of age, specifically in terms of 16-19 year olds and those over 65, in relation to branding, personal attitudes and perceptions, and responses to music.

News

MUNICH/LONDON: Telefónica Germany, the mobile network that operates under the O2 brand, has joined forces with a British start-up to provide its customers with more control over their personal data in return for more relevant ads.

Article

This article examines how brands can build awareness and increase loyalty through effective sponsorship.

Case Study

This case study describes how Telefonica mobile brand O2 created a new advertising medium to position itself as a digital innovator to get in touch with a young, and digitally savvy, target audience in the German market.

News

NEEDHAM, MA: Brands can gain a useful boost to digital conversion rates by understanding the value of their Facebook investment in relation to other digital channels, new research has shown.

News

GLOBAL: Top executives from Heineken, Telefónica and Twitter are among the judges Warc is announcing for the Effective Social Strategy category in its Warc Awards scheme, a global search for next-generation marketing effectiveness.

Article

This article explores how organisations can find new opportunities for business, and develop a stronger brand, by rallying around the needs and the data of consumers.

News

LONDON: As the annual Six Nations rugby tournament prepares to kick off on Saturday, marketers have a unique opportunity to reach a wealthy demographic if they set about it in the right way.

Opinion

"You keep using that word. I do not think it means what you think it means."    - Inigo Montoya,  The Princess Bride .

News

LONDON: The National Football League (NFL) has hosted regular season games in London since 2007, but now the organisation wants to ramp up its presence in the British capital by creating a sustainable fanbase.