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News •
NEW YORK/LONDON: Viewability standards are in the spotlight again as an industry body has demanded more action from YouTube and Facebook, GroupM announced an “evolution” of its own standards, and new academic research is set to throw ...
Research Paper •
This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.
Opinion •
Brands such as Coca-Cola and Exterion are taking advantage of better, faster, and cheaper advertising research tools.
Research Paper •
To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.
Article •
This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.
News •
WASHINGTON, DC: Donald Trump’s divisive presidency is forcing brands to take sides and risk a consumer backlash from his supporters or opponents – but some of those distancing themselves from the president have seen a boost in brand ...
News •
LONDON: Confidence in Britain’s financial institutions remains in tatters, notably in Brexit-voting areas in the North and East of the country, an indication of the falling consumer confidence in the country’s institutions generally, a ...
News •
CANNES: Tommy Hilfiger, the fashion brand, has seen major benefits from implementing a new approach that makes its clothes available to buy the moment they are first shown on the catwalk.
News •
GLOBAL: Sephora, the LMVH-owned beauty retail brand, has launched a new platform, the Beauty Insider Community, which sits within its ecommerce site to encourage fans to talk about new product releases, trends, and deals.
News •
DELHI: Amazon Pay, the ecommerce giant’s digital wallet service, has entered into competition with Flipkart and Paytm’s payment options, amid stellar growth in payment services in India.
News •
SAN DIEGO: Kia, the automaker, saw success by leveraging a chatbot on Facebook Messenger as part of the launch campaign for its Niro hybrid vehicle.
News •
WASHINGTON DC: E-commerce is booming in many business sectors, but it appears the trend has not yet affected grocery shopping in the US because just 9% of Americans report ordering their groceries online at least once a month.
Article •
This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.
Article •
This article explores views around the use of virtual reality as an advertising medium.
Article •
This event report covers how Tommy Hilfiger, the fashion brand, has adopted a real-time ethos in building its brand and business.
Article •
This event report looks at how Kia, the automaker, used a chatbot to promote its latest hybrid vehicle, the Niro, in the US.
News •
NEW YORK: Just 16% of marketers believe they are truly responsive to consumer needs, a failing attributable in part to the way most brands have leveraged digital channels to date, a study from the CMO Council has revealed.
News •
NEW YORK: Sir Martin Sorrell, CEO of holding group WPP, has revealed the company intends to double its spend on Snapchat, despite saying the platform is “a flea on the elephant’s backside”.
Article •
This article details the headline findings from research conducted by the CMO Council, the executive network, into how well brands are responding to consumer needs in the online and offline worlds.
News •
HONG KONG: Banking is waking up to, and publicly acknowledging, the threat posed by agile fintech companies, as China’s tech giants gain more ground in traditional industries.
News •
SEOUL: As the debate over whether automation will lead to a wholesale loss of jobs for humans, the Moon Jae-in administration has proposed a reduction in financial incentives for companies adopting robots.
Article •
This event report provides tips from senior marketers on how to make people feel more secure about a brand without losing excitement and innovation.
News •
GLOBAL: The human mind looks for shortcuts. One of the quickest and most robust routes is colour.
Article •
This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.
Article •
This article provides a best practice guide on how to map the customer journey in order to gain a better view of the ecosystem from inside the business and understand how customers experience a brand.