Peter Petermann, WPP Atticus Awards, Winner, 2018
MediaCom, a media agency network, explain how China is still the market with the greatest overall revenue potential for MNCs, if they make the right investment decisions, have the right expansion strategy and connect with the right consumers.
SINGAPORE: Coca-Cola believes that there is significant scope for expansion in Asia-Pacific, but a senior executive has admitted the soft drinks giant needs to get better at segmenting audiences across the region.
MILAN: On Device Research was among the winners in the IAB Europe Research Awards announced last night, picking up an award in the Brand Advertising Effectiveness category for its work assessing a campaign promoting the Google Pixel handset in the ...
LONDON: An increasing number of retailers in the UK are using location-based technology to inform their geo-targeted marketing campaigns, but many feel let down by the accuracy of the data they currently receive.
SINGAPORE: In Singapore’s competitive food delivery category, McDonald’s cannot afford to rest on its laurels, according to senior executives who worked on the award-winning McDelivery campaign which topped the global Gunn Media 100 ...
SEATTLE: Placed, the location analytics firm owned by Snap, has decided to make its Placed Insights tool available for free, which will enable users to track store visits across about 1,900 businesses in the US.
ATLANTA: While brands can see there are profits to be made in appealing to the fast-growing Hispanic community in the US, marketers and research firms have been slow to implement effective, research-based targeting, according to an industry figure.
Ana Raquel Martin, WARC Best Practice, February 2018
Advises on how marketers can successfully reach Hispanic consumers in the US, a demographic that is seeing significant growth, with broad implications for marketing, marketing research, and consumption patterns generally.
Ron Johnston, International Journal of Market Research, Vol. 59, No. 4, 2017, pp. 423-448
This paper suggests an alternative procedure to the rating of places according to the assumption that averaging data on a number of different criteria presents a valid representation of a general pattern.
Dr Shaun Seixas, Peter Pynta, David Hearn, Dr Richard Silberstein, Research on WARC, October 2016
This research explores the uses of neuroscience to explore different reactions to TV commercials by Australian and Chinese-born participants, and outlines what these differences mean for brand storytelling in a cross-cultural context.
Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.
This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.
Merry Baskin & Laurie Young, WARC Best Practice, July 2016
This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals.