More needs to be done to capture and represent Asian culture in advertising images, with consumers expecting companies to do a better job of capturing people’s true lifestyles and cultures, according to a study from Getty Images and YouGov.
Luxury fashion brand Balenciaga has faced a tidal wave of criticism in China over promotional pictures of products it has created for the Qixi festival, but some observers suggest people are too ready to find fault with western brands.
Brands that act as “corporate allies” to the lesbian, gay and bisexual communities by featuring same-sex couples in ads are likely to see an uplift in purchase and recommendation intent among these audiences, a study in the Journal of Advertising ...
Orlando Wood’s Lemon offers an insight into why advertising effectiveness has declined but the reasons go much deeper than the challenge of execution, new research claims: marketers and advertisers simply see the world differently from other ...
Advertisers hoping to connect with consumers who are still dealing with the impacts of COVID-19 need to demonstrate how they are “enabling life to continue”, according to Orlando Wood, chief innovation officer at research firm System1.
The pandemic may have weakened brand power in general but continued engagement is key to maintaining brand strength – and that requires both good content and an understanding of the changing sentiments of consumers.
Despite the coronavirus crisis, people haven’t lost the ability to laugh – and advertisers might consider using some well-judged humour in their marketing campaigns in the months ahead, according to The WARC Guide.
Lockdowns and restrictions that were imposed to combat the coronavirus pandemic are beginning to ease in some countries, but there is little sign there will be a quick return to normality, according to a new global study into consumer intentions.
GlobalWebIndex, Research on WARC, April 2020
This third wave of GlobalWebIndex's multi-market study, fielded in 17 countries between April 22 - 27, shows how the picture is evolving as some countries hope to enter the recovery phase of the coronavirus pandemic.
Brands everywhere are affected by the coronavirus and each has to find how best to respond, with some needing to tackle the situation head-on; new research from Kantar explores what works and what doesn’t in these communications.
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.