This article, by Geoffrey Precourt - US Editor of WARC Online - discusses the 'Diamond Bride' campaign devised by JWT Mumbai for De Beers. Gold has traditionally been integral to Indian wedding ceremo ...

This article, by Geoffrey Precourt - US Editor of WARC Online - discusses the approach to planning advocated by Jeff Goodby, of Omnicom's Goodby, Silverstein & Partners. He argues that planners spend ...

Inditex recently replaced Gap as the world's largest clothing retailer, not least because of the success of its flagship 'fast-fashion' chain Zara, which has built its success on providing consumers w ...

During an economic downturn, brand owners often prioritise maintaining their market share, matching the competition, and emphasising price. Such a strategy, however, can dilute brand positioning, sque ...

In this article, WARC Online's Media Editor Laura James discusses which media could gain from the economic downturn, and which are more vulnerable to financial vicissitudes in the next recession. In p ...

This article is an edited version of Geoffrey Precourt's coverage of the second day of the Ad:Tech Chicago 2008 Conference. In it, he discusses how JetBlue has adapted to digital marketing, particular ...

The internet is a user-controlled environment, meaning that creating engaging viral content to grab consumers' attention is both challenging and, potentially, highly rewarding. This article discusses ...

This article is an edited version of Geoffrey Precourt's coverage of the second day of the Ad:Tech Chicago 2008 Conference. In it, he discusses how companies such as Ford and Nikon are using mobile ma ...

In this article, WARC Online's US Editor Geoffrey Precourt details some of the main points from the first day of the Ad:Tech Chicago 2008 Conference. The first area discussed is the importance of tech ...

This article - by Libby Child of APRAIS - discusses how advertisers can reap the maximum benefit from their relationships with advertising agencies during an economic downturn. Rather than looking to ...

In this preview report from ad:tech Chicago 2008, WARC Online's US editor Geoffrey Precourt discusses the 'digital cacophony'. This trend, identified by Christopher Vollmer, constitutes an explosion o ...

This comments article is drawn from a special issue of the International Journal of Advertising, which focuses on neuroscience and advertising, and features contributions from two of the guest editors ...

The debate surrounding the ethics of advertising to children generally centres on the age at which children have developed sufficient cognitive resources both to understand the persuasive intent of ma ...

Despite increased research focusing on the impact of digital video recorder (DVR) use, there continues to be a notable lack of data on viewers’ direct experience of time-shifted television ads. The cu ...

This study tests 34 subjects to see if reading differs between print materials and the same information delivered via computer CRT (cathode ray tube) screen. It looks at both the early visual processi ...

Attention is a critical construct for anyone involved in marketing. However, research on attention is currently lacking in the marketing discipline. This is perhaps due to inherent difficulties in mea ...

This study uses brain activity measures to examine the relationship between television advertising and changes in consumer brand preference. Prior to and after viewing a television programme that incl ...

This Company Profile provides key details and analysis of Primark, including its latest activities, market position, financial performance, Brands, structure and history ... ...

This Agency Profile provides key details and analysis of Lord and Thomas, including its latest activities, market position, financial performance, Brands, structure and history ... ...

This Company Profile provides key details and analysis of Debenhams, including its latest activities, market position, financial performance, Brands, structure and history ... ...

In this article, WARC Online's Carlos Grande reports on the findings of the research project Climate Change and the Future of Brands, led by the Future Foundation, with the support of ABI, TUI, Royal ...

In this edited report from the American Association of Advertising Agencies' 2008 Account Planning Conference, WARC Online's US editor Geoffrey Precourt discusses the arrival of account planning in th ...

This paper reports on WARC's Advertising and Consumers conference, held in London in July 2008. Key themes include the demise of the traditional purchase funnel, the importance of social networks in ...

This Company Profile provides key details and analysis of Associated British Foods, including its latest activities, market position, financial performance, Brands, structure and history ... ...

This article summarises the book 'Microtrends: surprising tales of the way we live today', by Mark J. Penn and E. Kinney Zalesne (Penguin, 2008). The key premise is that modern societies are no longer ...

This article summarises the book 'Join the Conversation: how to engage marketing-weary consumers with the power of community, dialogue, and partnership', by Joseph Jaffe (Wiley, 2007). The key premise ...

This article summarises the book 'Herd: how to change mass behaviour by harnessing our true nature', by Mark Earls (Wiley, 2007). The key premise of the book is that 'We are a we-species who do indivi ...

This article summarises the book 'Predictably Irrational: the hidden forces that shape our decisions' by Dan Ariely (Harper Collins, 2008). The book's central premise is that consumers do not always a ...

This article summarises the book 'Groundswell: winning in a world transformed by social technologies', by Charlene Li and Josh Bernoff (Harvard Business School Press, 2008). The book's central premise ...

In this article, Jim Taylor of MEC Retail explains why mobile phones have the potential to revolutionise in-store communications. While in-store currently revolves around incentives and promotional me ...