Members of the marketing community have long debated the secret to marketing success. Many practitioners assert that differentiation is the key factor. Others maintain that salience is uppermost during critical purchase moments, while a significant group believes that great marketing builds positive consumer sentiment by delivering on a meaningful brand promise.
It’s the relentless imperative of our age: Do everything better, but also faster
and at lower cost. Marketers confront this challenge as their own discipline
becomes ever more difficult. Not only are their financial resources limited,
but the consumer attention they seek is scattered and fragmented across a
myriad of media. Therefore, advertising practitioners are understandably
eager to explore any option that might help them reach consumers with
maximum effectiveness and minimal expense.
Examining the purchasing attitudes and behaviors of consumers in China's fastest growing cities during the Golden Week shopping festivals can benefit brands and retailers currently in China—or planning to be present in the near future. This WPP report does exactly that.
Luxury brands grew by 15% in the 2012 BrandZ Top 100 Global Brands, more than any other category. Nick Cooper, Managing Director of Millward Brown Optimor Europe, explains key trends and identifies themes for luxury strategists.
Anticipation for the Olympic Games is palpable. Will Michael Phelps become the most decorated Olympian ever? Will Usain Bolt stun the world once again? Billions of viewers from around the world are tuning in to watch the Games this summer as athletes battle it out for the top spot on the podium, making the London Games the most watched Olympics ever.
As social platforms proliferate, enthusiastic users are generating more data than ever. Social media data are fast becoming the hottest commodity in market research.
New media channels are emerging all the time, and marketers are often unclear how to choose among them.
Every two years, the world stops to watch the greatest show on earth:
the Olympic Games. The appeal of the Olympics is universal; its impact,
tremendous, and the London 2012 Summer Olympic Games were no exception.
While everyone was getting excited about the potential of the BRIC nations, Africa quietly emerged as the real growth story. According to the latest UN World Population Prospects report, Africa will be the fastest-growing continent "by any measure" over the course of the 21st century, and investors are understandably interested.
When planning your media campaign it is important to understand the strengths of each format, how audiences respond to them and how they can work together.
Millward Brown has created some simple guidelines for marketers who want to make the most effective use of all forms of digital media - from websites to online video, social media and mobile - as part of an integrated campaign.
Now that Facebook is a publicly traded company with shareholders to
satisfy, the ongoing question of whether it will ever live up to its
promise as an advertising platform becomes more urgent.
Last summer I had an interesting experience in a cinema. I’d arrived early and was watching the ads while I munched on popcorn. The film was a popular one and the cinema was full. Around me, people were talking and laughing, waiting for the film to start.
The days of solely measuring online campaign success on a cost per click or lead-generation basis are fading fast with digital now a mainstream medium.
The most successful brands and businesses in the world are built around something other than just making profit: They are built around ideals. In the April issue of Quirk's, Benoit Garbe, Vice President, Millward Brown Optimor, explains how brands can serve a higher purpose to ultimately drive growth and profit.
The Overlooked Power of Media: Enhancing the Memorability of Communications
The success of marketing communication is judged on a variety of factors, and one of the fundamental criteria is that people remember the ideas conveyed.
It seems that everywhere we turn these days we see or hear something about “big
ideas.” Major global companies, including the likes of Coca-Cola, Procter & Gamble,
Unilever, and Diageo, are putting increasing emphasis on finding powerful, mindblowing
creative concepts to fuel their marketing communications campaigns.
Jim Stengel, former GMO of P&G, commissioned a study with an internal team and Millward Brown Optimor as an external partner. Together they identiﬁed 25 businesses as having grown fastest over a ﬁve-year period that shared a common characteristic: they “were organized around ideals of improving people’s lives, and activated these ideals throughout their business ecosystems.”
This study will help advertisers and agencies make more-informed creative decisions about digital advertising. Readers will learn which ad formats can be used to reach specific branding goals as well as gain a better understanding of the impact on brand results of showing more ads to the same audience through greater frequency.
For many years, researchers have been using the concept of brand personality to help describe brands and understand how they relate to consumers. More recently, using data from WPP’s BrandZ study, we have looked at brand personality from a cross-cultural perspective and demonstrated that there is a relationship between the way brands express themselves in different countries and the strength of the consumer relationships they generate.
Dynamic Logic's Emerging Media Lab discusses the recent changes for brand pages on Facebook and their implications for brand strategy on the platform.