Article
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ARF - Knowledge at Hand, October 2019
Looks at the risk to brands from having their ads appear next to objectional content in the US and Canadian markets.
News
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20 December 2019
Brand trust and the use of personal data is a hot topic, and while this may often relate to how marketers are using data in social media, not many are thinking about how they use ‘dark social’ in their campaigns.
Article
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Gabe Morazan, WARC Exclusive, December 2019
Looks at how brands can use newfound data awareness to actually drive improved digital experiences for their users.
Research Paper
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Priska Linda Breves, Nicole Liebers, Marina Abt, and Annika Kunze, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 440-454
Two online studies analyzed the impact of the fit between Instagram influencers and the endorsed brand.
Article
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Muhammad Junaid, Fujun Hou and Khalid Hussain, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 568-570
Consumer-alienation is a philosophically competent and efficacious concept capable of unfolding the domains of phenomena that can be disregarded simply at the cost of impoverishing the potentials of theoretical manifestation and explanation.
News
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04 December 2019
By 2025, 80% of marketers who have invested in personalisation will abandon their efforts due to lack of ROI, the perils of customer data management or both, according to Gartner.
Case Study
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MRS Awards, Finalist, MRS Award for Financial Services Research, 2019
TSB Bank, a bank, used a new measurement tool tailored to retail banking to help senior TSB executives navigate through an IT crisis to a brighter future in the UK.
Article
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Marc-Olivier Arnold, WARC Exclusive, November 2019
Chinese consumers are becoming more sensitive to mistakes made by Western brands, especially around key holidays.
Article
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WARC Trends, November 2019
Part of WARC's Marketer’s Toolkit 2020, this chapter offers a deep dive into social and consumers trends that brands are prioritising in 2020.
Article
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Research on WARC, November 2019
This report by KAWO combed through articles from 30 news sources and found 109 crises affecting 97 brands from 16 industries, with the worst outcome resulting in the brand either being banned from China or forced to take drastic action, like cancelling an event or redirecting a flight.
Opinion
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Federico Gaggio, November 2019
As the movement to stop climate change gains momentum, new brand campaigns seek to earn trust, but only concerted action will ensure their stories resonate, says Federico Gaggio.
Article
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Simon Gore, Admap, November 2019
An analysis of failed brand partnerships and what can we learn from them. There are four reasons they falter.
Article
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WARC Best Practice, October 2019
Provides guidance and key reading on brand safety, including the impact fake news can have on brand credibility and how brands can ensure advertising appears in appropriate and relevant contexts.
News
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21 October 2019
Chipotle, the quick-service restaurant chain, enhanced its media spend and cut back on promotions as its successfully reasserted its brand values following an extended crisis.
Article
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Geoffrey Precourt, Event Reports, ANA Masters of Marketing Conference, October 2019
Chipotle, the restaurant chain, faced a major challenge as a series of damaging events hurt its brand.
Article
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Anna Hamill and Dom Boyd, Admap, October 2019
Looks at how, in 2018, TSB Bank – one of the UK’s leading challenger banks – experienced the most challenging year in its history and the lessons it learned from this experience.
Opinion
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Dom Boyd, October 2019
Just as digital has transformed markets, it is now transforming how brand value is built, by shifting the centre of gravity from mass storytelling towards personal connected experiences.
Article
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Admap, October 2019
A summary of new thinking and best practice on winning in the era of brand experience from Admap.
News
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30 September 2019
Google celebrated its 21st anniversary last Friday and it came as timely new research into the expectations of UK consumers when searching for brand information online revealed that just 18% trust the results every time.
News
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30 September 2019
Keith Weed, Unilever’s former CMO and now president of the UK’s Advertising Association, used a speech at Advertising Week in New York last week to call on the US ad industry to work with their British counterparts to restore trust in advertising ...
News
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26 September 2019
Successful brands of the future will require customers' trust, but while technology is a factor in the current breakdown of trust it can also help build it, according to the CMO of Salesforce.
Article
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Research on WARC, September 2019
Looks at what the survey data on public attitudes to trust from around the world actually shows.
Article
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Brian Carruthers, Event Reports, DMEXCO, September 2019
Salesforce, the cloud-based software firm, believes that trust is going to become increasingly important for companies and brands.
Article
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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 customer experience scores and how this is slowly improving, with success examples from HSBC and US Bank.
Opinion
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Brian Carruthers, September 2019
The theme for DMEXCO 2019 was trust. Brian Carruthers listened in to the debate, including voices from Salesforce, Unilever, Nestle, Google, and Edelman.
