In this article, Tummler, Warc’s regular columnist, discusses the emergence of "mission-statement marketing". In one example of this trend, Procter & Gamble has started to place a heavy ...

In this conference report, Judie Lannon, editor of Market Leader, discusses the main themes from the Marketing Society’s 50th Anniversary conference, held in November 2009. Professor Hugh Davidson arg ...

Trendy consulting advice suggests that, since marketing ROI improvement is ultimately limited by the effectiveness of the marketing/sales handoff, "sales enablement" is crucial to success. Consequentl

When talk among marketers turns to measuring word-of-mouth (WOM), most of the discussion involves the digital space. This article questions how much should be spent on online programs in the face of r

As 2009 has been filled with profound change and uncertainty, customers and prospects alike are re-evaluating their definition of value and actively seeking new business relationships. With some creat

Over the past few years, innovation has moved front and center within the marketing strategy landscape. While the strategic imperative for innovation may be clear, defining an effective approach to me

Continental is a meal solutions business, providing quick and easy meals in the form of Side Dishes, Meal Bases, Stocks and Cup a Soups and up against strong competitors. Continental had traditionally

How does a brand get heard by a consumer, in a category where they are already so overwhelmed by dictatorial and shock-factor communications that most messaging falls on deaf ears? It was the challeng

This case study dramatises how you can engage teenage boys with something as mundane as everyday white bread while giving mums a strong reason to change their old bread purchasing habits. The engageme

This campaign for cervical cancer vaccine Gardasil faced two key obstacles in delivering the message to a target of 18 to 26-year-old girls: cervical cancer was taboo because it is sexually transmitte

This is a campaign created for the users, by the users. The evolution of the campaign started with an innovative research program that turned into content that eventually turned into a new sales promo

It's no mean feat to get suffering men to talk about their broken man-parts to anyone, especially when the market is cluttered with mixed messages that compound the problem. This campaign uncovered th

The launch of the LandCruiser 70 Series had to overcome a better spec'd and better priced competitor. The LandCruiser's heritage in the bush came from its consistency in product quality and design. So

Philadelphia's cream cheese block had gained a fuddy duddy image over the years. With the tactical opportunity of Valentine's Day approaching, planning argued against the obvious, saccharine declarati

Ikea is a mind-blowingly complex organisation, rich with stories of efficiency in manufacturing and distribution leading to an inimitable retail experience. Despite the brand's obsession with creating

Herringbone sought a legitimate standing in the middle market, away from the pressure of luxury and value retailers. Finding a point of differentiation came from an understanding of why the brand has

A disengaged target audience, premium priced product and uninspiring creative proposition marked the start of the journey for McDonald's newest burger. Overcoming these challenges involved inviting Au

Within the home loans category Virgin Money sought to address the customer tension that "the banks are all over you until you sign up" through an inspiring proposition: "Virgin Money loves you long ti

This is a story about positive thinking. The campaign looked beyond consumer research and questioned category behaviour to find inspiration in the positives that come from getting things wrong. By exp

Since Air New Zealand was perceived as premium, many would decide to "rough it" on the relative short trans-Tasman flight using one of the newer low cost carriers. Engaging New Zealanders living in Au

People love to hate McDonald's, despite its broad reach and usage. Even following a rejuvenation of the menu, redesigned stores and strong sales growth, the brand was suffering a paradox: customers we

Growing its subscriber base meant confronting a conundrum for Austar: Dad wants pay TV to watch more sport, yet Mum is resistant to the idea because it may take time away from other things. The negoti

As a charity, Save the Children relies on the financial contributions of donors, which means brand profile is critical. In this highly competitive market, Save the Children had an alarmingly low rate

This campaign had the difficult brief to attack antisocial behaviour on the greater Sydney CityRail network. In the face of a hostile launch environment with CityRail experiencing fragile trust and ne

"Insight can only come from understanding, and understanding only from proximity." This case study is evidence of the value of getting up close and personal and choosing to experience things ...

The presentation of Eric Ryan, co-founder of Method Products, to the ANA's 2009 Masters of Marketing annual conference is the focus of this report by Warc's US editor, Geoffrey Precourt. Ryan outlines ...

In its proprietary study on 2010 predictions in the APAC region, Carat unveils that improving market conditions will push media prices up by 8–10% on average next year. Marketers looking to maximise t ...

This article looks at how Russia's ad market fared in 2008 and its prospects for 2009. Russia is likely to be the only one of the BRICs (Brazil, Russia, India, China) to experience an advertising rece ...

World Ad Trends reveals that global advertising grew a meagre 0.2% (y/y) in 2008, to reach US$499 billion at constant 2005 prices, as the effects of the economic downturn began to hit. The US lost nea ...

This article offers a brief summary of a new report from Sponsorium, a Montréal-based company that offers sponsorship management tools, on how far sponsorship deals meet the objectives of brands. ...