Ahead of WARC's session at Cannes, Nigel Hollis of Millward Brown asks 'Is the creative industry losing its ability to sell stuff?' Next week I will be speaking at a WARC panel session at Cannes on purpose marketing .
Charlie Clinton, Admap, Shortlisted, Admap Prize 2017
This article argues that the scale and reach of TV and social media are critical to the success of FMCG brands but that marketers need to consider the wider marketing ecosystem in order to deliver effective campaigns.
Robert East, Jenni Romaniuk, Rahul Chawdhary and Mark Uncles, International Journal of Market Research, Vol. 59, No. 3, 2017, pp. 321-334
This paper measures how the impact of positive and negative word of mouth (PWOM, NWOM) is related to the receiver’s intention to purchase brands, using shift in the intention to purchase as the measure of impact.
AUSTIN, TX: The New York Times has used advertising to help create a "long-term view" about its brand – a goal with particular significance at a time of challenges both from a revenue perspective and from President Trump.
MRS Awards, Winner, Social Media Research, 2016
This paper describes a research project for the European cooking business of Unilever, the food and FMCG manufacturer, which analysed social media data to identify opportunities to use social platforms to drive growth.
This article attempts to break through traditional brand building that sustains, but does not create brands; in the digital age, brands that are agile, provide value, and find a core of followers will succeed.