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Article

L'Oréal, the beauty company, believes e-commerce is essential for its future growth, and is thus attempting to prepare for the next wave of innovation in this space.

Article

L'Oréal, the beauty company, is building an e-commerce playbook that is helping it succeed in this increasingly valuable arena.

Article

An understanding of how behavioural economics impacts consumer choices can help marketers build a better customer experience and keep their brands top of mind.

Research Paper

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

Opinion

In 2017, WARC launched the Brand Purpose category in the WARC Awards. The 2018 winners have just been announced.

Article

Takes an in-depth look at the science of emotion and why some emotional ads sell, while others do not, examining what drives choice and what the role of emotions in decision-making really is.

Article

Ad fraud is obscuring some of the KPIs that marketers use to determine success – this article offers advice on how to get a clearer picture.

Article

Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.

Case Study

Dove, a personal care brand, launched its Dry Shampoo campaign in Russia to increase consumer awareness.

Research Paper

Kantar, the Data Investment Management division at WPP, designed a new framework for the brand purchase funnel in Asia in order to leverage the power of consumer data and turn it into impactful marketing results.

Research Paper

Discusses an innovative application of NUDGE by Unilever in Thailand, designed to minimize the disruption caused to consumers and thereby significantly improve the chances of a successful brand relaunch.

Research Paper

Unilever Argentina, a consumer goods company, created The Thermometer to understand people and their consumption behaviours during turbulent times.

News

CINCINNATI: Procter & Gamble, the FMCG business, claims to have achieved many of its 2020 environmental sustainability goals, and has announced new, broad-reaching goals for 2030.

Article

Walgreens, the health and beauty retailer, is putting its brand at the heart of efforts to transform its wider business.

Article

A+E Networks, the media company, found that political orientation is an increasingly powerful influence on how women react to advertising.

Article

Global strategies, campaign updates and trends in the hair care category.

Article

IBM, the tech company, and Unilever, the consumer packaged goods manufacturer, joined forces to experiment with using blockchain technology in the media-buying process.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Article

Explores shopping and retail trends in Thailand for the next two years, including hypermarkets, specialist retail, convenience stores and e-commerce.

Case Study

In the highly competitive hair category, Sunsilk Philippines needed to safeguard its market share implementing a motivational campaign which was relevant to its target audience.

Research Paper

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.

News

BANGKOK: Asia’s kids are digitally-native consumer powerhouses, influencing their parent’s spending in the clothing, travel and household categories while also spending more than three hours a day online.

Article

Asia's kids are digitally-native consumer powerhouses, influencing their parent's spending in the clothing, travel and household categories while also spending more than three hours a day online.

News

GLOBAL: Unilever, like other FMCG giants, has found in recent years that globalisation has come with the countertrend of consumers increasingly opting for local, insurgent brands, yet the Anglo-Dutch company is fighting back.

Opinion

The demand for digital audio content is growing at a rapid rate. As audio continues to play a central role in our lives, sound has never been so influential in media, technology and business, suggests Oliver Deane.