This paper shows how in a quest to improve efficiency in 2008, Halifax set themselves the challenge of recruiting as many new student current account customers as the previous year, with approximately

This is not a traditional communications story about the impact of advertising, but is instead about how a brand was able to take back some control using its website to protect brand assets in an onli

This paper demonstrates how disaster movies increased sales of FRijj milkshake. In recent years, FRijj's non-promoted base sales have been in decline. The challenge was to reverse this by re-engaging

Every year 500 people in Greater Manchester could be saved from cancer death if their symptoms were presented earlier. This paper shows how a small budget social marketing campaign saved lives in Grea

In 2007, 21 cyclists in London died because they weren't seen. This paper shows how a small budget campaign of £600, 000, reduced deaths on London roads by a third. The challenge was to find an i ...

Currently one in three UK children are obese or overweight and if this trend continues, it is predicted that 90 per cent of today's children will be by 2050. This paper explains how a radical change o

94,000 people die of heart attacks every year in the UK. In many cases, they die because they wait too long before calling 999. The British Heart Foundation's 'Watch Your Own Heart Attack' campaign ai ...

Reporting from the ANA's Masters of Marketing conference, Warc's US Editor, Geoffrey Precourt covers a panel session about the ANA's Alliance for Family Entertainment initiative which looks to promote ...

Pen injectors were introduced over 20 years ago to deliver liquid medication. They allow users to select a dose of medication and inject this via a needle connected to a small reservoir within the pen ...

Jan Leth and Aaron Griffiths offer a way to mastering the digital age of communication: Dada. Data. Alpha. Beta. Like the Dadaists, marketers should look at advertising platforms in a new way; using W

In this case study, Dan Knudsen details how, by adopting the newest technologies, National Car Rental offers enhanced consumer experiences, driving loyalty and sales. This has included launching The E

Digital has opened up new and limitless possibilities for learning, and Ogilvy has evolved to take full advantage of them. Patty Lyon presents the Ogilvy MasterClasses as a new way to approach trainin

With the explosion of marketing channels and activities and the growth of alternative marketing communications disciplines, Paul O'Donnell and Fraser Watson ask if it's time for a new client/agency mo

Bo Hellberg presents this case study on BP. While looking to develop clean fuels and alternative energy sources, at the same time as recognising that its use of performance fuels and oils remained ess

Patou Nuytemans provides a run down on the current marketing landscape. She posits that Web 2.0 has done away with mass media. Brands are now filling different roles including: trusted advisers, enter

Matthias Kurwig draws the analogy between digital marketing campaigns and Formula 1 racing. While F1 teams are constantly being provided with reams of data during a race, digital marketers are also pr

Second Life can be a dangerous place for ad agencies and brands. But taking a risk to engage and converse with the residents of this world can yield surprising results. Giles Rhys Jones explains the w

The march of technology may have changed the way we consume media, but the ancient art of storytelling is as alive and relevant today as it ever was. Chris Wall argues that people are bored and it's u

Michelle Bottomley asks what do Virgin Atlantic, Nike and Apple all have in common? Answer: They offer customers memorable and relevant experiences, and are rewarded with greater loyalty. Marketing ne

Internet-driven "search" has become the ultimate connection mechanism, linking buyers and sellers at a level of relevancy and immediacy never seen before. Greg Smith shows that as media have ...

In this case study, Chris Reitermann asks how Motorola got its mojo back. The answer: by successfully capturing the attention and imagination of China's youth through the unifying force of music. Moto

Personal recommendation through word-of-mouth is the marketer's "holy grail." Today, through the magic of broadband connection, users all over the world are sharing content (along with marketing messa

In today's era, when consumers not only choose but control their media consumption, email has emerged as the rising star of direct marketing. Andy Goldman discusses how email can grow from now with he

The sales and marketing gap is narrowing, thanks to digital channels that make rich, targeted and timely content more accessible than ever. Sherri Leopard argues that the way for sales and marketing t

As old as television itself, branded entertainment is undergoing a digital renaissance as it becomes an increasingly viable way to connect brands and consumers. Doug Scott discusses the ways that bran

Brian Fetherstonhaugh writes that the Four Ps of Marketing, Product, Place, Price and Promotion were conceived in 1960. Now they are to be replaced with the Four Es - Experience, Everyplace, Exchange

This report from the International Journal of Market Research’s Research Methods Forum covers presentations from a wide range of speakers which, taken together, offer a picture of the challenges facin ...

The address of the Association of National Advertisers' president/ceo, Bob Liodice, to the ANA's annual Masters of Marketing Conference is the focus of this report by Warc's US editor, Geoffrey Precou ...

Reporting from the ANA's annual Masters of Marketing conference, Warc's US editor, Geoffrey Precourt relays presentations from McDonald's, Walmart and IBM - all of which focus on how these iconic bran ...

Reporting from the ANA's annual Masters of Marketing conference, Warc's US Editor Geoffrey Precourt covers the presentation of Eric Schmidt, CEO of Google. Schmidt predicts that marketing is about to ...