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Case Study

German telco Deutsche Telekom used mobile and social channels globally for the launch of the Sea Hero Quest game (mobile and VR) that provided a vast data set to be used in dementia research.

Article

Guinness, the Diageo stout brand, has embraced innovation at every level of its business, with lessons from its products and ad development.

Article

Fashion brands are diversifying their marketing strategies away from print as social media and influencers offer new opportunities to capture millennial shoppers.

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.

Article

Dell, the technology company, has used virtual reality to effectively spread the word about its corporate social responsibility efforts.

Article

SXSW, an annual event where business intersects with innovation, provides an insight into which new technologies might be valuable to brands in the near- and long-term future.

Article

The lessons of behavioural science are being taken on by more and more marketers, even as many fail to appreciate that they are themselves affected by industry biases.

Article

The advertising world is undergoing profound changes, but agencies will still have considerable opportunities in the ecosystem that is emerging.

Article

The Home Depot, the home-improvement retailer, has leveraged a wide range of digital marketing tools as it strives to engage and serve customers in increasingly powerful ways.

Article

Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.

Article

HBO, the cable network, has successfully used experiential marketing as a means to promote a variety of its shows in truly compelling ways.

News

NEW YORK: Two unexpected entrants to virtual reality, the long-touted next-big-technology, have announced their engagement with the tech: high-end retailer Barneys New York and slightly less high-end Walmart.

Article

Concept testing is the investigation of potential consumers’ reactions to a new product or service before it goes to market, and this article explains the importance of real-world, common-sense benchmarking and how to achieve it.

Article

Consumers today have become accustomed to finding what they want quickly, having their queries responded to in real time, the overnight delivery of purchases and the positives of personalisation.

Article

Julia Ayling, head of research and insights at Mindshare UK, and Sophie Harding, trends and insights director at Mindshare UK, look at how consumers are embracing technological advancements.

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.

News

LONDON: Technology is changing the health landscape in new and unexpected ways and marketers are going to have to rethink how they approach this area to achieve the best possible results for both themselves and consumers.

Article

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.

Article

Indonesia’s marketing community has many reasons to feel hopeful in 2018, including the rise of mobile, fin-tech, content and artificial intelligence (AI).

Article

Jack in the Box, the quick-service restaurant chain, is tapping into the power of challenger-brand thinking as it strives to stand out in a crowded category.

Article

Disney, the entertainment company, believes a range of emerging technologies have enormous potential to enhance the way it connects with consumers.

Article

Turner, the media company, has shifted its marketing focus away from talking about "consumers" and is instead focusing on "fans".

Article

Volvo USA, the automaker, has enjoyed clear benefits from adopting a "non-linear" storytelling approach in its advertising.

Article

CES 2018 delivered numerous new technologies of potential interest to marketers, but several core themes emerged that may be the priority for brands seeking to understand the changing digital ecosystem.

Article

Subway, the sandwich chain, believes that "distributed commerce" could represent a powerful approach to driving sales in the future.