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Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

News

LONDON: The UK’s governing Conservative Party has had to withdraw an offer of branded water bottles in the style of ITV2’s Love Island after a campaign to gather young voters’ details appeared on Instagram.

Article

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.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

News

BEIJING:  A draft e-commerce law in China has the potential to increase pressure on smaller online retail companies to crack down on the sale of fake and counterfeit products on their platforms.

Case Study

Saltwater Brewery, a microbrewery in South Florida, created edible plastic rings for its beer packaging to help highlight the unnecessary danger that standard plastic rings cause to wildlife.

News

GLOBAL: Licensing well-known characters can help a brand achieve cut-through and differentiation but marketers considering this approach need to be aware that the processes and priorities involved are very different to those of the ad industry.

Article

Explores the use of characters in advertising campaigns, why they are effective, how consumers respond, how deals are generally structured, and the process involved.

Article

Microsoft, the technology company, is building its business operations on a slate of guiding principles that can help inform big decisions on complex issues.

Article

Examines how to achieve two of the main measures of brand strength – aided and unaided brand awareness – and expands on how to get the most out of commercial and other advertising as a result.

Article

Examines the ‘butler vs. stalker’ scenario and how creative can work to get the balance right so that the resultant ads feel like a service and not an imposition.

Opinion

Jeremy Bullmore, described by Campaign as “Adland’s greatest philosopher”, has contributed an essay to WPP’s Annual Report for more than a decade.

Case Study

Tech company Microsoft empowered and inspired young females around the world to pursue a career in STEM (Science, Technology, Engineering, Math).

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Case Study

Royal Caribbean, the holiday company, used social media to connect with consumers in a competitive market in the US.

News

KUALA LUMPUR: Counterfeiting is rife in Asia and no longer affects just high-end brands, but now extends to any product with a logo, a leading representative from the Organisation for Economic Co-operation and Development (OECD) has warned.

Article

Looks at how correct and incorrect predictions made in 1998 by The Economist were for the future.

Article

In anticipation of long-run competitive advantages, pharmaceutical companies often try to enter new markets earlier than their competitors.

Gunn Report

Contains the creative for the 'Dot. The First Braille Smartwatch' campaign for Dot Incorporation by the agency Serviceplan in Global.

Research Paper

The link between corporate social responsibility (CSR) initiatives and company performance has been researched extensively, but the findings have been inconclusive or even conflicting.

News

LOS ANGELES/BEIJING: Lime Crime, the cosmetics company, adopted a distinctive approach to launching in China in response to the unique dynamics that were facing its brand in the country.

Article

This event report looks at the challenges Lime Crime, a cosmetics company, faced in bringing its brand to China.

Case Study

US restaurant Noodles & Company's CMO provided a methodology that accurately measured media incremental impact in driving sales.

Article

Discusses the rising popularity of facial recognition technology, which retailers have been investing in, partly as a means of tackling shoplifting, but also with the intention of improving the shopping experience.

Research Paper

This study investigates the key antecedents and mechanisms that influence customer identification in healthcare contexts, based on two studies from different stakeholders: healthcare workers and patients (customers) of healthcare organisations.