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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Admap, October 2019
A summary of new thinking and best practice on winning in the era of brand experience from Admap.
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.
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.
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.
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.
News
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11 September 2019
Native advertising is a demonstrably effective channel for brands that leverages trust in the news organisation’s reputation and voice, but a new report finds that the imbalance in negotiating power between client and publisher is creating a ...
News
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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.
Opinion
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Redickaa Subrammanian, September 2019
As data privacy concerns mount among regulators, advertisers need to prepare while continuing to meet consumer demands.
Article
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Gabey Goh, Event Reports, Advertising Week APAC, July 2019
A majority of consumers believe that too many brands are using societal issues as a “marketing ploy” to sell products, according to a study by Edelman, the PR firm.
News
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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
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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
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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
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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
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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.
