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Article

Part of WARC's Marketer’s Toolkit 2019, this report shows why offline experience will matter as much as online customer experience (CX) in 2019.

Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

Article

Global strategies, campaign updates and trends in the TV industry.

Article

Shares research with leading global CMOs that uncovers common threads, solutions and best practices to address the challenge from agile, direct-to-consumer competitors and the move to online sales.

Article

Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.

Article

McDonald’s, the restaurant chain, has doubled down on multicultural marketing as seeks to be more nimble in this area.

Article

FabFitFun, the online subscription service, has used microinfluencers to engage consumers and drive sales.

Article

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

Article

Summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.

Article

Provides marketers with information about the risks of online ad fraud, which is costing the industry billions a year, and ways of taking action against it.

Article

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

Article

Outlines the six ways to effectively blend brand purpose and data ethics.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Research Paper

Vocalink, a payment systems company, combined cultural, ethnographic and user experience research to develop insights that helped Thailand’s PromptPay real-time payment system increase user adoption by 48%.

Research Paper

Channel 4 and ITV, both TV channels, joined forces to deliver the most comprehensive exploration of BVOD (broadcaster video on demand) viewing behaviours of British people and its impact on advertising effectiveness.

Case Study

Ala, a laundry detergent brand, reinforced an emotional bond via personalised mobile ads for the Argentinian market.

Case Study

Antarctica, a beer brand, used its webseries to launch a YouTuber to lead its communications strategy in Brazil.

Article

With strong product packaging, brands can break through at the store shelf, according to experts in the US.

Case Study

Sports broadcaster Eurosport used targeted digital and social ads to increase subscribers across Europe during the 2018 Winter Olympics.

Article

Neuro-Insight found a new approach to planning and creative, which uses neuroscience principles tounderstand and harness the impact of sound, in order to boost campaign effectiveness in a changing media landscape.

Case Study

Beer brand Michelob used an influencer strategy to grow awareness and sales in Mexico.

News

Consumer and public safety groups have sent a letter to the Federal Trade Commission, calling on the agency to investigate the pre-school app market, after a new study revealed that 95% of such apps include at least one form of advertising.

Article

Looks at whether personalisation is right for all brands and explains why some marketers may have to weigh up the costs and benefits to decide whether it is an ideal strategy for them.

Case Study

Telecoms company Vodafone India grew its user base and data usage by positioning its network as strong and reliable in response to a rival's disruptive entrance to the market.

Case Study

Indian news outlet Republic TV launched a news show centred on celebrity newscaster Arnab Goswami with the aim of becoming the leading English news channel within four weeks of launch.