Article
•
WARC Best Practice, May 2019
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.
Article
•
Euromonitor Strategy Briefings, June 2018
A category analysis of better for you (BFY) packaged food in the US, which includes company profiles, an overview of health and wellness in the US, key trends and category forecasts.
Article
•
D'Arcy King, WARC Best Practice, February 2018
Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.
Article
•
Reed Karaim, Event Reports, Brand Marketing Summit, May 2019
Charles Schwab, the financial services provider, has used two podcasts to help drive its business.
Research Paper
•
Fred Bronner and Robert de Hoog, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 430-446
Consumer behavior recently underwent three main developments: a shift from material purchases to immaterial experiences, a shift from signaling status and wealth by means of consumer behavior to signaling identity, and increased social visibility due to the growing importance of social media.
Article
•
Lisa Edgar, Nicola Stenberg and Alistair McQueen, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 447-451
This conference note examines how application of academic theory can be practically applied in the financial services sector to increase women’s participation in pension schemes.
News
•
10 July 2019
The concept of ‘premium’ is a complex one, comprising both rational factors and emotional responses, all of which makes the creation of a premium product fraught with difficulty, but there are some common traits for brands to build on.
Case Study
•
Ozge Arat, WARC Prize for MENA Strategy, Shortlisted, 2019
Anti-dandruff shampoo Head & Shoulders used a holistic, humorous campaign to bring its core equity, anti-dandruff, top of mind and increase sales in the MENA region.
Case Study
•
Naila Fattouh, WARC Prize for MENA Strategy, Shortlisted, 2019
Real-estate developer Palm Hills Developments (PHD) used a combination of TV, social media and events to attract buyers to its new city of Badya in Egypt.
Case Study
•
Naila Fattouh, WARC Prize for MENA Strategy, Shortlisted, 2019
Coffee brand Nescafé used TV, digital, outdoor and on-pack design to promote its single-serve Nescafé 3-in-1, following currency devaluation in Egypt.
News
•
04 July 2019
Both PepsiCo and Nestlé have announced some potentially significant packaging developments in the war on plastic waste, but as consumer sentiment shifts, observers suggest there are opportunities to completely rethink the role of packaging.
Article
•
Admap, July 2019
A summary of new thinking and best practice on premiumisation from Admap.
Article
•
Andy Wardlaw, Admap, July 2019
This article is extrapolated from original research published in 2018, which examined UK shopper attitudes to over 120 branded products across 12 leading CPG categories.
Article
•
Tom Doctoroff, Admap, July 2019
Looks at the evolving motivations of China’s emerging affluent class – primarily in their 30s and 40s – due to rising incomes and expanding lifestyle choices.
News
•
02 July 2019
Unbanked consumers in Indonesia can avail themselves of credit-like services as the leading digital payments brands offer “pay later” options to those people buying on their platforms.
Article
•
Tahaab Rais, Admap, July 2019
Looks into the subtle cues of affluence emerging in today’s Middle East, where there is a big difference between being rich and being affluent – the latter speaks to something deeper and more meaningful.
Article
•
Vicky Bullen and Elayne Read, Admap, July 2019
Taking inspiration from fashion, grocery, alcohol and beauty, four key themes have been identified that embody the new codes of luxury today and the cultural and consumer movements driving these.
Opinion
•
Graham Page, July 2019
Brands are missing an opportunity to appeal to a wider audience as ads fail to capture the joy of watching sport or connect stories to the brand, despite their powerful and inspirational messaging, argues Kantar’s Graham Page.
Opinion
•
John Kenny, July 2019
The world famous, Nobel prize winning, behavioral economist, Daniel Kahneman has spent years reviewing and leading the whole literature on happiness research.
Article
•
Joanna Parman, Admap, July 2019
For brands that get it right, there’s a big opportunity not only to drive sales growth in increasingly competitive markets, but also to differentiate their product portfolio.
News
•
27 June 2019
Epidiolex, a drug developed by GW Pharma, has been shown to be effective in treating rare and complex variants of epilepsy using CBD, but the company has had to build trust in a substance that continues to face preconceptions and the stigma ...
News
•
19 June 2019
A new body, the Global Alliance for Responsible Media, aims to improve digital safety for internet users, at a time when consumers expect advertisers to be accountable for the content they appear alongside and brand safety is becoming ...
Case Study
•
Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2019
Sunsilk, a haircare brand, connected with its millennial audience in Thailand thanks to a viral film which prompted the brand's 13.1% growth.
Case Study
•
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Finavia, the Finnish airport operator, increased the number of Chinese passengers to Helsinki Airport by using a movie actor to show that the airport is so good that people wouldn’t want to leave.
Article
•
Stephen Whiteside, Event Reports, Cannes Lions, June 2019
Twitter, the social network, and Contagious, the intelligence provider, joined forces to study the best practices that emerged from 1,856 case studies entered into the Cannes Lions International Festival of Creativity.
