Article
•
Tariq Khan, WARC Exclusive, January 2019
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
•
Chiara Manco, January 2019
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
•
David Carr, Admap, January 2019
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
•
Nazia Du Bois, Admap, January 2019
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
•
Danyl Bosomworth, Admap, January 2019
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
•
31 December 2018
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
•
Euromonitor Strategy Briefings, December 2018
Offers an industry overview of alcoholic drinks, including innovation and disruption caused by changing consumer attitudes.
Article
•
Euromonitor Strategy Briefings, December 2018
Looks at digital transformation in the travel environment, including seamless travel, the customer journey and how the industry is future-proofed for success.
Article
•
Rachel Lawes, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 573-588
This article considers the relationship of semiotics to science. A history of semiotics is provided.
Article
•
John Dawes, Rachel Kennedy, Kesten Green, and Byron Sharp, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 611-620
The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.
Research Paper
•
Christopher Pich, John Harvey, Guja Armannsdottir, Mojtaba Poorrezaei, Ines Branco-Illodo, and Andrew Kincaid, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 589-610
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
•
WARC Best Practice, December 2018
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
•
WARC Best Practice, December 2018
This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.
Article
•
WARC Best Practice, December 2018
This article provides marketers with information about how to balance long-term and short-term strategies.
Article
•
WARC Best Practice, December 2018
This article provides marketers with information and guidance about scheduling TV ads.
Article
•
Steve Payne, WARC Best Practice, December, 2018
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
•
Tahir M. Nisar and Man Yeung, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 399-413
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
•
Micael Dahlen, Sara Rosengren and John Karsberg, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 433-442
Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.
Article
•
WARC Best Practice, December 2018
This article provides marketers with information and guidance about avoiding advertising wearout and decay.
Article
•
WARC Best Practice, December 2018
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
•
Mark Evans, December 2018
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 Trends, December 2018
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
•
Low Lai Chow, Event Reports, Video Marketing Strategies, November 2018
Hosting video advertising on premium media sites can make a difference in boosting consumer trust and effectiveness.
Article
•
J Walter Thompson Intelligence, Research on WARC, December, 2018
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
•
WARC Best Practice, December 2018
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.
