Resources Library by ANA

From mythmaker to gardener

We conceived a study in which we explored what makes people act, at the most fundamental level and, further, what makes people act on behalf of brands. In this paper, we'll explain what's behind an openness to act on behalf of brands, what needs this...

Catalogue: Qualitative 2007

Authors: Keith Navratil, Mitra Martin, Anita Black

Company: Hall & Partners

November 12, 2007

Insight into action

This presentation explores a major issue facing many brands and organisations; the need to innovate in order to renew relevance for the target audience.There is a need for brands to constantly innovate to keep in step with cultural change and the...

Catalogue: Congress 2007: Excellence

Authors: Karen Paterson, Catriona Ferris, Lyn McGregor

Companies: Unilever, KANTAR TNS Malaysia, Flamingo

September 19, 2007

Beyond neuroscience

In the traditional model of brand communication, the consumer's mind is a blank page on which marketers can write whatever script they want. But communication is not a one-way process: new information conflates with existing emotions and metaphors to...

Catalogue: Congress 2007: Excellence

Author: David Penn

Company: Conquest

September 19, 2007

Fuel for a holistic approach

Everyone involved in communications is challenged by today's environment where people are faced with burgeoning choice, content can be designed by the individual, advertising is increasingly easy to avoid and attention is fragmented.'Engaging' with...

Catalogue: WM3 2007

Authors: Sheila Byfield, Nigel Anderson

Company: MindShare

June 3, 2007

Delivering the dream

The IPA TouchPoints Initiative, led by the UK communication agencies through their trade body, the IPA, was specifically designed to address the increasingly consumer centric, multi-media communications future and the subsequent lack of consumer...

Catalogue: WM3 2007

Authors: Lynne Robinson, Denise Turner

June 3, 2007

Creativity

This paper shows how brands facing deep marketing challenges such as repositioning, brand extension or competitive attack require creative solutions to engage consumers in entirely new ways.The paper describes an approach to identify real business...

Catalogue: WM3 2007

Author: Eric de Rugy

June 3, 2007

From consumer connection to consumer insight

This presentation describes the cross-functional team project, which was aimed to reconstruct consumer insights for building relevant and effective communication for children in the ice-cream category in Poland.

Catalogue: Consumer Insights 2007

Author: Malgorzata Blachowska

Company: Nestlé

May 7, 2007

Revue Française du Marketing (Avril 2007)

Il s'avère difficile de définir précisément l'ensemble des industries de service tant lesnomenclatures économiques diffèrent d'un pays à l'autre. Prolongeant l'effort entrepris par la Revue Française du Marketing dans...

Catalogue: ADETEM: Revue Française du Marketing

Author: ADETEM

Company: ADETEM

April 1, 2007

Engaging the new consumer

With new consumerism and new technology, Engagement Marketing is changing the way brands connect with consumers. Marketers in Asia will increasingly need to provide mechanisms where consumers can interact with their brand.New Consumerism is evolving...

Catalogue: Asia Pacific 2007

Authors: Lee Ryan, Mark Leong

Company: KANTAR TNS Malaysia

March 12, 2007