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News

The next wave of algorithms will have a hugely disruptive effect on retail by not only hunting down appropriate purchases for consumers, but then scouring online for the best deals.

Case Study

Vitamin supplements brand Blackmores grew sales and likeability by supporting the cause against food waste in Malaysia.

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 social media.

Opinion

Winning the 2018 WARC Awards’ Social category Grand Prix and Path-to-Purchase Special Award, McDonald’s Full-heart Support for Gaokao campaign achieved unprecedented engagement and footfall for the fast-food restaurant in China.

Article

Details some of the most important lessons shaving brand Friction-Free shaving have learned since it started its business three years ago.

Opinion

At the Euro Effies, Matt Gladstone, Strategy Partner at Grey London, advised authors of case studies to act like detectives when writing their paper.

Article

Colgate-Palmolive, the consumer products company, used artificial intelligence (AI) to try a gain a clearer perspective on the payback from its retail promotions.

Article

HSBC, the financial-services provider, used an innovative, customer-facing robot to drive various core metrics at its flagship branch in New York City.

Article

Provides key details and analysis of Henkel KGaA, the owner of brands such as Dial, Right Guard and Schwarzkopt.

Article

The New York Times Co., the news organization, is using machine learning to address both newsroom and business problems.

Article

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.

Article

Provides key details and analysis of Campari, the owner of brands such as Aperol and Skyy.

Article

This article provides marketers with information about how to balance long-term and short-term strategies.

News

Marketers in Asia have a significant opportunity to improve performance in e-commerce, according to a regional specialist.

Article

Explains how loyalty programs remain an important component of the shopping experience and details what marketers need to do to implement them successfully.

Article

Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.

Research Paper

Food advertising is widely believed to influence children’s food preferences, although the evidence is not conclusive.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Article

When it comes to e-commerce readiness, most companies fall into one of four distinct stages: crawl, walk, run or fly.

Article

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Article

Mars Wrigley, the confectionery company, has uncovered powerful new insights regarding the role that its products can play during major seasonal events.

Opinion

Burger King stays relevant by tapping what people are talking about and adapting technology to meet consumer needs, says Fernando Machado, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.

Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

Article

Provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.