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News

Colgate-Palmolive, the consumer products company, has attempted to use artificial intelligence (AI) to gain a clearer perspective on the payback from its retail promotions – but with limited results.

Article

This Company Profile from Euromonitor provides key details and analysis of Kimberly-Clark Corp, the owner of brands such as Huggies, Kleenex and Depend.

Article

This Company Profile from Euromonitor provides key details and analysis of Shiseido Co Ltd, the owner of brands such as Clé de Peau Beauté.

Article

This Company Profile from Euromonitor provides key details and analysis of Expedia Inc, the owner of brands such as Hotels.com, Hotwire.com and eLong.

News

Broadcast TV needs to rethink its own sales approach if it is to effectively counter the challenges to its budgets posed by digital advertising, research suggests.

Case Study

Gallup, the pollster and business consultancy, used paid search advertising to increase leads for its workplace solutions in the US.

Case Study

Andersen Windows, a windows manufacturer, increased sales of its custom-sized windows in the US through paid search, social and digital ads.

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.

News

The perceived behaviour of models in print advertising may help indicate the effectiveness of a brand’s messaging, according to a new study in the Journal of Advertising Research (JAR).

Article

Part of WARC's Marketer’s Toolkit 2019, this report looks at the trend of in-housing and whether it provides adequate utility for brands.

News

The human brain is simply not clever enough to embrace the complex decisions that marketing will increasingly require, argues a report from Deloitte.

Case Study

Italian pasta and sauce brand Barilla turned to a digital video campaign managed in programmatic to persuade 'rejectors' to revisit the brand in Italy.

Case Study

Unilever-owned personal care brand Dove employed TV and digital to launch its Baby Dove range, focusing on body wash, in the Philippines.

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.

Opinion

Every year a few strong trends dominate the marketing industry. This year was supposed to be about blockchain, artificial intelligence, machine learning and the rise of the consultancies, but one subject has emerged to overshadow the rest.

Article

The area of scientific-related claims in advertising is ripe for additional investigative endeavor. This article aims to access the nature and potential deceptiveness of scientific-related claims that appear in cosmetics advertising.

Article

Sam’s Club, the wholesale club owned by Walmart, has doubled down on the customer experience, and driven impressive results in the process.

News

Brands should try to strike a balance in displaying “warmth” and “competence” to consumers, according to a paper in the Journal of Advertising Research (JAR).

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

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Article

Looks at digital transformation in the travel environment, including seamless travel, the customer journey and how the industry is future-proofed for success.

Article

This viewpoint encourages marketers to adapt to and embrace the changes that can be brought about by Artificial Intelligence (AI).

Research Paper

Establishing the relation between online ratings and reviews provides a potentially inexpensive and effective way for restaurants to capture quality improvement hints from customers.

Research Paper

This conference note examines how Transport for London (TFL) and Telefonica have been enhancing their mobile data to better serve transport in the UK capital.

Research Paper

Patients seeking medical care are traveling greater distances for treatment. The globalization of health care has given rise to a thriving global medical services industry.