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Article

Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.

Article

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

Article

Television remains the most effective form of advertising compared to Facebook and YouTube, according to new research by Dr Karen Nelson-Field.

Article

Looks at the decision to 'go dark', scale back or eliminate the advertising budget, and both the short- and long-term implications this can have for brands.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Case Study

Grads of Life, an initiative run by the Ad Council in the US, worked with unemployed young people to create short videos that showcased their skills, changed perceptions, and helped them into work.

News

DETROIT: US auto giant General Motors has announced that it will cease reporting monthly auto sales, arguing that such a short period does not provide an adequate impression of the broader auto industry or the company’s place within it.

Article

Global strategies, campaign updates and trends in the banking category.

Article

This Company Profile from Euromonitor provides key details and analysis of Costco Wholesale, the largest membership-only warehouse in the US.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Article

Examines the findings of the IPA’s Culture First project and shows that successful brands are changing to evidence-based decision-making.

Article

Brands should beware becoming addicted to digital hypertargeted advertisements which can be detrimental to brands in the long term.

Article

Attitudes toward privacy and advertisement avoidance have not shown any significant differences across generations in extant advertising research.

Article

To market effectively to Hispanic consumers, who account for 18% of the total US population, brands need to offer a true reflection of what it means to be Hispanic – that speaks to both Hispanic traditions and American culture.

Article

Radiocentre, the industry body to promote greater use of radio advertising on UK commercial radio, launched a new campaign measurement and benchmarking initiative, Radiogauge, ten years ago.

Article

This paper explains the concept of New Product Development (NPD) - the process of bringing a new product to market - and how to ensure its success.

Article

It has become increasingly clear that the competitive advantage for a brand in the future will revolve around identifying real-time audience behaviours and transforming them into powerful insights.

Article

The price war has forced airlines to re-evaluate and re-imagine the customer experience – before, during and after the flight – to differentiate themselves from the competition.

News

LONDON: The City of  London and the financial markets are facing some of the same pressures from technological innovation as advertising, with both pushed towards prioritising short-term metrics, but the need for long-term brand growth is ...

Article

The nebulous entities of the City and Wall Street are often to blame for the short-termism that has afflicted marketing budgets in recent years, but analysts' outlook is changing.

Case Study

Carlsberg, a global brewer, redesigned its packaging in the UK in order to make it relevant to Millennials and re-establish Carlsberg Export as a premium beer.

Research Paper

More than 100 years ago, the term conspicuous consumption was coined. In the economist tradition, emphasis was always on the demonstration of wealth, income, and status by material purchases.

Research Paper

Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.