Consumer attitudes

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.

What we know about Health and Wellness Marketing

Article • WARC Best Practice, March 2018

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.

Using technology to drive behavioural change in healthcare

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.

Universal Studios Singapore: From Fear to FOMO

Case Study • Penelope Siraj, Jazreel Koh, Teena Ngo, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Universal Studios Singapore used outdoor, social media and Spotify to create a fear of missing out among young people in Singapore, to increase visits to its Halloween Horror Nights event.

Blackmores: Kindness as a data strategy

Case Study • Sandeep Joseph, WARC Media Awards, Entrant, Best Use of Data, 2018

Vitamin supplements brand Blackmores grew sales and likeability by supporting the cause against food waste in Malaysia.

Baby Dove: Now in the Philippines

Case Study • Clarysse Estremadura, Steph King, WARC Media Awards, Entrant, Best Use of Data, 2018

Unilever-owned personal care brand Dove employed TV and digital to launch its Baby Dove range, focusing on body wash, in the Philippines.

Refinery29 x Gatorade: Sisters in Sweat

Case Study • Finola Austin, WARC Media Awards, Entrant, Best Use of Data, 2018

Sports-themed food-and-drink brand Gatorade joined forces with digital media and entertainment company Refinery29 to target teen female athletes in the US with a digital and social media campaign.

CES 2019 heralds a shift from the “connected age” to the “data age”

Article • Stephen Whiteside, Event Reports, CES 2019, January 2019

Discusses changes underway in the technology space and predicts technological trends expected to surface in 2019.

Philip Morris seeks major transformation

News • 07 January 2019

Philip Morris International, the tobacco company, is ramping up its efforts to direct current smokers towards its burgeoning slate of smoke-free, reduced risk products.

How Palau made environmentalism personal

News • 04 January 2019

The 13th smallest country in the world has developed a novel way to address the challenges posed by the mass tourism on which it depends for most of its income.

Pudding tax proposed by PHE

News • 03 January 2019

Public Health England has highlighted children’s excess sugar consumption levels and suggested that “fiscal measures” – the so-called pudding tax – may be needed to ensure that the food industry meets a target to cut ...

Innovation and disruption in alcoholic drinks: Raising a glass to the new consumer

Article • Euromonitor Strategy Briefings, December 2018

Offers an industry overview of alcoholic drinks, including innovation and disruption caused by changing consumer attitudes.

UK consumers face £4bn loyalty penalty

News • 20 December 2018

UK consumers who stick with their existing brand in five markets are overpaying by £4bn a year as companies charge them higher prices than new customers, according to an investigation by the Competition and Markets Authority (CMA).

How the Palau Pledge effected true behavioural change

Article • Brooke Hemphill, Event Reports, Mumbrella MSIX, November 2018

Palau Pledge, one of 2018’s most celebrated campaigns, made a real difference to the environmental fortunes of tiny Pacific Island nation, Palau, and how it managed tourists.

International market-orientated strategies for medical tourism destinations

Research Paper • Erik A. Borg and Kjell Ljungbo, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 621-634

Patients seeking medical care are traveling greater distances for treatment. The globalization of health care has given rise to a thriving global medical services industry.

How Asia’s brands can wise up on e-commerce

Article • Low Lai Chow, Event Reports, #Ready, November 2018

APAC is the leading region for e-commerce in the fashion, travel, books and FMCG categories, with China and Indonesia as influential markets.

The effects of signaling monetary and creative effort in ads: Advertising effort can go a long way influencing B2B clients, employees, and investors

Article • Micael Dahlen, Sara Rosengren and John Karsberg, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 433-442

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

In clinical-trial recruitment, consumers prefer longer social-media messaging

Article • Marylyn Donahue, Event Reports, Digital Pharma East, October 2018

Recruiting consumers for pharmaceutical trials is a complex task, and a nuanced digital marketing strategy could represent one useful solution.

Philip Morris International prepares for a smoke-free future

Article • Geoffrey Precourt, Event Reports, Festival of Media LATAM, October 2018

Philip Morris International is shifting away from cigarettes, its traditional business driver, and towards smoke-free products that offer a healthier alternative to existing smokers.

Purpose and doing right boosts brands

News • 11 December 2018

Responding to what consumers care about, in terms of both internal working practices and recognising external concerns, can boost businesses, two recent studies suggest.

Asian consumers care about social issues close to them

News • 10 December 2018

Numerous studies have shown that consumers in Asia welcome brands that engage in social issues, such as global climate change or gender equality, but new research suggests what they actually care about are causes closer to home.

The secret financial lives of Americans – and the future of financial services

Article • Gunny Scarfo and Ben Zeidler, WARC Webinars, December 2018

Gunny Scarfo and Ben Zeidler, co-founders of Nonfiction Research, go behind the scenes of Nonfiction's unusual research approach, which included interviews with bank robbers, bank executives, Wall Street analysts, and shopping addicts.

The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Brands must adapt to the wellness trend

News • 07 December 2018

The language of wellness is no longer limited to the health and nutrition sectors, as brands increasingly look to embrace this idea – one of Admap’s Drivers of Change in 2019.

What we know about activist campaigns

Article • WARC Best Practice, December 2018

Provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.