Get a demo Do I subscribe? News sign-up Sample reports

Search in

Show only

Date Range

Search within

Categories

Brand

Country

Source

Index

3,697 results found
Sort by

Article

Technology is a major driver of innovation in the beauty category, according to Tariq Kahn, VP of Customer Experience at Coty Inc., which houses international brands including Max Factor, Rimmel and Cover Girl.

Opinion

Winning the 2018 WARC Awards’ Social category Grand Prix and Path-to-Purchase Special Award, McDonald’s Full-heart Support for Gaokao campaign achieved unprecedented engagement and footfall for the fast-food restaurant in China.

Article

Looks at how direct-to-consumer brands are shaking up retail and disrupting consumer packaged goods by raising the consumer expectations that all brands must meet.

Article

Explores how in the absence of big advertising budgets and traditional retail support, DTC brands can still apply traditional marketing principles to build long term brand equity.

Article

Discusses how DTC brands create brand salience through a persistent and purposeful brand experience, rather than pure ad-driven front of mind brand recollection.

News

Personalisation has become something of a holy grail for marketers, but it is not only complicated to achieve on a technical level; it requires the permission to get personal with your consumers.

Article

Offers an industry overview of alcoholic drinks, including innovation and disruption caused by changing consumer attitudes.

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 article considers the relationship of semiotics to science. A history of semiotics is provided.

Article

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.

Research Paper

This article presents a study of young voter engagement in relation to the EU referendum—a democratic vote on the United Kingdom's membership of the European Union.

Article

This article examines key insights and reading on OOH effectiveness, a medium now in the thrall of digitisation, with the added capabilities of greater measurement and interaction.

Article

This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.

Article

This article provides marketers with information about how to balance long-term and short-term strategies.

Article

This article provides marketers with information and guidance about scheduling TV ads.

Article

While the attention economy focuses on clicks, shares and instance gratification, out-of-home (OOH) advertising can achieve long-term brand salience and value.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Article

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

Article

This article provides marketers with information and guidance about avoiding advertising wearout and decay.

Article

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Opinion

The increasing importance of customer experience as a differentiator could herald a golden age of marketing, suggests Direct Line’s Mark Evans, who spoke to WARC as part of a series of interviews with CMOs from around the world for the Toolkit 2019 report.

Article

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

Article

Hosting video advertising on premium media sites can make a difference in boosting consumer trust and effectiveness.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.