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News

CHICAGO: Gen Z’s preferences tend to have significant influence on the purchase behaviors of their household, according to new research which recommends that manufacturers and retailers adjust their marketing strategies accordingly.

News

CHICAGO: 19 Crimes, the wine brand, claimed the top prize at the 2018 REGGIE Awards for a campaign that tapped the power of augmented reality (AR) and was created by agencies J.

Article

This article offers advice on using behavioural science to connect with shoppers in Thailand.

News

LONDON: Rules of thumb and consumer heuristics can be useful, but marketers need to take account of new research methodologies that call into question received wisdom, an industry figure warns.

Article

Eye level is buy level, or is it? Dr Tim Holmes used eye-tracking technology to bust a few shopper marketing myths.

Article

This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.

Article

Outlines the types of technologies available to shopper marketers and establishes a strategic framework by which third-party brands can enhance the effectiveness of their in-store marketing.

Case Study

Making its advertising all natural just like its product helped Greenfield Natural Meat Co., the Canadian sustainable meat brand, increase sales and distribution.

Article

Explains the importance of the role of shopper marketing and looks at ways that brands can maximise their strategies in order to improve results.

Article

Explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.

Article

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

Article

McCormick, the seasonings company, has acquired a detailed understanding of the consumer journey in order to know which micro-moments to target.

News

LONDON: WPP has brought together four Kantar-branded businesses under one umbrella to launch Kantar Consulting.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Article

This article explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.

Article

Mars Inc., the confectionery manufacturer, faces the challenge of making sure that impulse purchases remain a tempting proposition in the digital age.

News

BEST OF 2017: As people shift between online and offline for both buying and browsing, it becomes more important than ever for marketers to understand their purchase journey, the ranking of WARC's most-read articles of 2017 suggests.

Article

Explains how Direct-to-Consumer (DTC) brands place customer relationships at the heart of their business strategies and often position themselves as challengers who seek to disrupt their category by providing a unique online offering with high levels of innovation.

Article

Blue-chip companies were not ready for digital and the start-ups that grew from it; they now need to adapt to the new rules.

Research Paper

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.

Research Paper

Hershey's, an American food company, combined new research thinking and new technology to deliver actionable client insights.

Article

The Kellogg Co., the food company, has invested considerable effort in building an analytics toolkit that can meet evolving needs in the marketing space.

Article

VR is not just another medium through which to serve ads; in a study for US confectionery brand Hershey's, VR was used to simulate shopper situations.

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

Article

In this webinar, Jonathan Dodd (Chief Strategy Officer, Geometry Global), Matt Robins (EMEA Planning Director, Geometry Global) and Richard Bradford (Group Strategy Director, MEC UK) discuss how brands should be communicating with consumers at key moments in the path to purchase.