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Opinion

Brands are relying too heavily on average media metrics to understand their audiences’ social media habits, resulting in an incorrect belief that all social media users have tiny attention spans and just want ‘micro moments’, argue Yanling Leow and Alisdair Gray of iris Singapore.

News

GLOBAL: Randall Rothenburg, CEO of the Internet Advertising Bureau, last week took aim at the European Union’s ePrivacy proposals, an addition to the bloc’s forthcoming General Data Protection Legislation, likening the proposals to an ...

Article

This event report offers insights into reaching Gen Y and Gen Z consumers, and is based on research from BuzzFeed, the online media platform.

News

WASHINGTON D.C.: If American politics appears to have become more divided in the online era, a new study has found that congressional politicians who were more ideologically extreme had greater followings than their more moderate colleagues.

Article

This article outlines how Coca-Cola has approached growth in China with a focus on consistency, brand differentiation and core brand values.

News

SAN DIEGO: Diageo, the alcoholic drinks manufacturer, has already made effective use of virtual reality (VR) as a tool for conducting impactful consumer research.

Article

This article demonstrates how marketers can create high impact marketing on low engagement products, such as financial products.

Opinion

Brands such as Coca-Cola and Exterion are taking advantage of better, faster, and cheaper advertising research tools.

Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

News

NEW YORK: Word of mouth (WOM) on Twitter exerts a powerful influence on the films that users choose to see in movie theaters, according to research published in the Journal of Advertising Research (JAR).

News

WASHINGTON, DC: Donald Trump’s divisive presidency is forcing brands to take sides and risk a consumer backlash from his supporters or opponents – but some of those distancing themselves from the president have seen a boost in brand ...

Article

This event report addresses how Diageo, the alcoholic-drinks company, is approaching the virtual-reality (VR) space.

News

SAN DIEGO: Jet.com, the e-commerce platform owned by Walmart, believes “the game is on” as it seeks to reduce the dominance of Amazon over the online retail category.

News

SYDNEY: Though Aussie social media use remains high, 20% don’t enjoy their time on social media, and 46% report spending more time on it than they would like, according to a survey from professional services firm Deloitte.

News

CANNES: Tommy Hilfiger, the fashion brand, has seen major benefits from implementing a new approach that makes its clothes available to buy the moment they are first shown on the catwalk.

Article

This event report outlines how Jet.com, the ecommerce site, has gamified and personalized the shopping experience to attract millennials.

News

SAN DIEGO: Kia, the automaker, saw success by leveraging a chatbot on Facebook Messenger as part of the launch campaign for its Niro hybrid vehicle.

Article

This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.

News

NEW YORK: BuzzFeed News, the media company popular with millennials, has teamed up with Twitter to launch a new, live-streamed, weekday morning show.

Article

This event report covers how Tommy Hilfiger, the fashion brand, has adopted a real-time ethos in building its brand and business.

Article

This event report looks at how Kia, the automaker, used a chatbot to promote its latest hybrid vehicle, the Niro, in the US.

Opinion

It’s hard to believe it was only 20 years ago since the UK launched its fifth TV channel with a little help from the Spice Girls.

News

NEW YORK: Sir Martin Sorrell, CEO of holding group WPP, has revealed the company intends to double its spend on Snapchat, despite saying the platform is “a flea on the elephant’s backside”.

News

LONDON: One in three marketing campaigns in the UK is now focused on securing the necessary permission to ensure compliance with the General Data Protection Regulation (GDPR) which comes into force next year, a study suggests.