Article
•
Christina Stahlkopf, WARC Exclusive, September 2019
Looks at how banking brands have continually languished in the bottom third of the industry chart when it comes to CXC scores and how this is slowly improving, with success examples from HSBC and US Bank.
News
•
09 September 2019
Consumers are often sceptical about brands that tap into societal issues, with a recent survey showing more than half think this is merely a marketing ploy rather than evidence of any genuine conviction.
News
•
03 September 2019
As the pharmacy and retailer Boots faces headwinds from both sides of its business, its recently appointed CEO is exploring how the company can create a symbiosis between the two sides that is key to its future survival.
Research Paper
•
Priska Linda Breves, Nicole Liebers, Marina Abt, and Annika Kunze, Journal of Advertising Research, Digital First, August 2019
Two online studies analyzed the impact of the fit between Instagram influencers and the endorsed brand.
Opinion
•
Hannah Johnson, August 2019
Values-led marketing is not a new idea, but what the industry is lacking is a way of measuring this approach.
Opinion
•
Sanjib Kalita, August 2019
The August issue of Admap puts the spotlight on the future of payments. Sanjib Kalita, from Money20/20 and Guppy, explains key trends in payments, including digital identities, data as a value driver and the importance of brand trust.
Article
•
Alex Brownsell, Event Reports, DCM Cinema Media Showcase, July 2019
KFC tailored ad content to the feature film being viewed by cinema-goers, in an effort to challenge the way UK consumers viewed its brand.
Article
•
Mary Connors, Event Reports, ANA Masters of B2B Marketing, May 2019
UL, the safety science company, has long provided trust marks which demonstrate that products are safe to use, but faced the challenge of transforming in the digital age.
Article
•
WARC Best Practice, July 2019
Summarises the insights from a series of key papers addressing data protection and privacy and the regulations concerning the use of consumer data, particularly the impending EU General Data Protection Regulation (GDPR) and ePrivacy Regulation.
Article
•
Tini Sevak, WARC Exclusive
In the last five years we have seen a global shift in where consumers are spending their time, with people spending on average over 11 hours a day consuming media in some form across platforms – which has affected how people find their news.
Opinion
•
Damon Reeve, July 2019
From its inception, the internet has always had something of the Wild West about it. For every pioneer and trailblazer looking to chart new territories, there’s always been an outlaw waiting in the wings for an opportunity to strike.
News
•
09 July 2019
Amul, the Indian dairy brand, is so trusted by all levels of society it does not do the sort of market segmentation other brands customarily undertake, but that trust has been built over decades, based on quality and a local focus.
Article
•
Anil Thakraney, Event Reports, Zee MELT, May 2019
Amul credits its humble beginnings as a cooperative body and focus on both the consumer and producer for its enduring success as India’s leading diary brand.
Article
•
Research on WARC, June 2019
Summarises findings from a paper published in the Journal of Interactive Marketing on fake news, real problems for brands: The impact of content truthfulness and source credibility on consumers.
News
•
19 June 2019
How much we trust in a brand is right up there with price in influencing purchase decisions, according to new research, which suggests that only one third of consumers trust most of the brands they use or buy.
Article
•
Low Lai Chow, WARC Exclusive, May 2019
Consumers in Asia are more likely to believe brands can do good, want to prioritise ‘credible’ media, and emphasise the need for truthfulness.
Article
•
Low Lai Chow, WARC Exclusive, May 2019
McCann Worldgroup’s study, The Truth About Global Brands 2’ revealed that consumers in Asia are more individualistic, pro-globalization and suspicious of social media than ever.
News
•
28 May 2019
Uber, the ride-hailing giant, used artificial intelligence to understand the public’s sentiment toward the brand across the mass of unstructured social data created about it every day, in a way that allowed it to make leadership decisions in ...
Article
•
Sam Peña-Taylor, Event Reports, I-COM Data Creativity Awards, May 2019
Uber, the global ride-hailing platform, put together a system that would allow it to track sentiment in almost real time.
Article
•
Emma Firth, Admap, May 2019
The 2018 Facebook and Cambridge Analytica scandal demonstrated how the current data model is broken and how little control individuals have over data shared with third parties.
Article
•
Charla Griffy-Brown, Admap, May 2019
Marketing AI solutions offer ways to leverage enormous supplies of data to anticipate the customer’s next move and personalise the customer experience.
Rankings
•
Rankings Articles, May 2019
Analyses the world's top effectiveness campaigns, as ranked by the Effective 100, to uncover shared creative, media and measurement strategies.
Article
•
Anna Hamill, Event Reports, WFA Global Marketer Week, March 2019
Unilever’s outgoing CMO, Keith Weed, shares three lessons for better marketing: putting people first, using the brand to solve real-life challenges and prioritising brand trust.
Article
•
Craig Harris, Event Reports, Behavioural Economics and Behavioural Change, February 2019
Most marketers believe the public’s trust in brands has declined markedly over the last 20 years, but long-term data shows that reports of a trust crisis have been greatly exaggerated.
Article
•
Geoffrey Precourt, Event Reports, IAB Annual Leadership Meeting, February 2019
Microsoft, the technology giant, believes that a heightened focus on trust and transparency is needed to counterbalance the data capabilities now available to brands.
