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Article

With the rise of e-commerce redefining the retail landscape and consumer behaviours, new opportunities exist for retailers to embrace the omnichannel era of marketing.

Article

Provides marketers with information and guidance about luxury brand advertising.

Opinion

Jem Fawcus from Firefish outlines why TV is such an effective channel for purpose-led campaigns, enabling brands to tap into audiences that are primed for strong emotion-led messaging.

News

Brands aren’t meeting the expectations of Australian consumers when it comes to customer experience, according to new research.

News

Tech that drives efficiency and ROI will be top of mind for chief marketing officers in 2019, new research shows.

Case Study

SAP, the software company, increased leads and decreased cost per lead by changing how it dealt with decision-making executives who moved company in Asia.

News

The agency-client relationship, already under pressure from multiple directions, including transparency around rebates and the growth of in-housing, is facing yet another sticking point as advertisers demand agencies take on liability for data ...

Case Study

UNIQLO, the global clothing brand, increased sales and improved customer value during Singles' Day, China's one-day shopping extravaganza on e-commerce giant Alibaba.

Article

Redmart, Singapore’s leading online grocery service, used consumer-led research and technology to improve its performance in the fresh produce category.

News

In retrospect, 2018 will be regarded as the year purpose went mainstream, says the chief marketing officer of IKEA in a new WARC report that highlights brand purpose strategy trends for effective marketing.

Article

To optimise communication effectiveness and resonate with audiences, there should be a combination of emotion and motivation, as emotion is “only a vehicle, not the motivational message itself”.

Article

Land O’Lakes, the agribusiness and dairy co-op, has leveraged new digital technologies to help enhance its business-to-business operations.

Opinion

At the 2018 ANA Masters of Marketing, customer-centricity emerged as a necessary part of a successful strategy.

Article

Kravet, the business-to-business home furnishings company, retooled its e-commerce site in order to better serve its customers.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.

News

A key behaviour of brands with a strong effectiveness culture is language and communication, and between marketing and finance in particular, research suggests.

News

The key to making content memorable is delivering multiple emotional peaks, with brand films that deliver 10+ emotional peaks in the top quartile for memorability overall, according to new research from the BBC.

News

If marketers want communications that drive business results, they need to be able to orchestrate the work of multiple agencies and other partners, according to two industry figures.

Article

Progressive, the insurance provider, is seeking to find the right balance of information and intuition to succeed in its marketing efforts.

Article

Wells Fargo, the financial-services provider, discovered that its brand remained particularly resilient among multicultural consumers following a series of scandals.

News

Deloitte Digital, the creative digital consultancy, is seeking to leverage “emotional datasets” that can help it develop stronger creative, and thus build deeper relationships and engagement with customers.

News

Spotify’s popular Discovery Weekly feature exemplifies the personalisation that is the “beating heart” of the music streaming site’s growth strategy and is something other brand marketers can learn from, according to a ...

News

TV is in decline, but it is still perceived as an effective medium; addressable TV remains a promise; the TV industry looks likely to consolidate.

Opinion

As we race towards an ever more personalised future perhaps there is merit in reflecting on how personal brands should become.

Article

Focuses on the new era of personalisation; what adopting a people-based marketing approach means for specific sectors and how brands can move towards being personal over just personalised.