Resources Library by ANA

The New Marketing Renaissance

Is content still king? It is widely recognised that a well-defined media strategy is not enough to be effective. The message needs to be delivered via creative content that grabs a consumer?s attention, to build favourable brand associations that...

Catalogue: Congress 2023

Authors: Karin Haglund, Cajsa Wiren, Oliver Engist, Hugo Englund, Thomas Berthelsen

September 27, 2023

The Future of Research is Here

The future is here. We all know about digitisation, and this new era COVID-19 brought to humanity?full of technological accomplishments. With all that being said, how do you explain how the market research industry, which is full of smart people and...

Catalogue: Latin America 2023

Authors: Claudia Sciarretta, Paulina Castillo

Company: PepsiCo

April 25, 2023

The End of Dinosaur Advertising: Measuring Brand Effects Today

Marketeers are challenged to choose the right methods to quantify the long-term impact of brand on sales.In this paper Nepa, together with IKEA Canada, explores how marketing mix modelling (MMM) analysis canbe improved to incorporate long-term media...

Catalogue: Congress 2022: 75th Anniversary

Authors: Brinda Mathew, Kalle Backlund, Svetlana Kosoleva

Companies: Nepa Sweden, Ikea

September 23, 2022

Growing together

Join thought leaders in a discussion that touches on human empathy, consumer closeness and brand purpose with the ambition of exploring the drivers of future growth post Covid.

Catalogue: Vision and Values 2021

Authors: Tony Li, Dangjaithawin Anantachai, Nongchanok Stananonth, Rekha Nair

Companies: PMI CO. LTD., INTAGE HOLDINGS Inc.

October 25, 2021

Creating brand and business transformation

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'}In 2008 in Great Britain, Gordon's Distilled Gin, the largest gin brand, was facing a yearly decline circa -32%. Today, it is growing at an amazing rate of +74%, which is faster...

Catalogue: Congress 2019: The Global Data & Insights Summit

Authors: Sally Smallman, Emiliana Vidali

Company: Diageo

September 8, 2019

Take me home, country roads!

A recent study in the potato chips category with PepsiCo threw up critical learnings that we leveraged to create a refreshed way of looking at brand purpose, in the form of 'brand citizenship'. We also looked at examples from other studies that we...

Catalogue: Congress 2019: The Global Data & Insights Summit

Author: Arindam Mohanty

Companies: PepsiCo, Kantar

September 8, 2019

Twitter and its conversational context

Digital life in our modern world has merged with the analog lives of people. The horizon of human relations, including their deepest needs and interests, has extended to the virtual space of the different social networks that have positioned...

Catalogue: Latin America 2019

Authors: Angel Heredia, Omar Schoijet, Ana Victoria Garcia

Companies: Arconte, Twitter

April 7, 2019

Market research: Connecting data and driving lifetime value

Customer lifetime value is critical. At Microsoft, marketing research is transforming how we understand and market to customers. We connect disparate data and apply traditional and new expertise to create value across our ecosystem.This paper...

Catalogue: Congress 2018

Authors: Jon Derome, Megan Lau, Robert Graves

September 23, 2018

When the nip becomes a bite

FMCG is experiencing a new wave of competition from Challenger brands. What is the Challenger story in India? Who are they, what are their strategies and most importantly, how should the established players protect and prevail. This presentation...

Catalogue: Congress 2018

Author: Ritanbara Mundrey

September 23, 2018