or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
ESOMAR Conference papers
ARF Experiential Learning
Date: newest first
Date: oldest first
The beauty and the beast: How can a bank communicate in times of stress
Jochum Stienstra and Tibor van Bekkum, ESOMAR, Qualitative, Valencia, November 2013
This paper explains how qualitative research was used to expose 'prejudice-without-knowing' during work for a Dutch bank.
This paper explains how qualitative research was used to expose 'prejudice-without-knowing' during work for a Dutch bank. A narrative method is presented that is inherently and radically open, and enables the client not only to look deeper into their consumer, but in the mirror as well. The method helped the client to transform the view on their business (consumer loans) and was integral in cultivating a healthy organisational identity.
Money Talks: Unlocking transformational insight in banking through storytelling
Esther Garland, Henrietta De Souza and Riki Neill, ESOMAR, Congress, Atlanta, September 2012
This paper focuses on brand storytelling, centering on a case study for HSBC, the global bank, that aimed to increase loyalty with the "emerging middle class" in the UK and India.
This paper focuses on brand storytelling, centering on a case study for HSBC, the global bank, that aimed to increase loyalty with the "emerging middle class" in the UK and India. The paper looks into the research period of the campaign, centered on an online "storytelling community" with 48 members. Insights from this community were then fed into HSBC communications, tools and services. The paper further suggests that the opportunity with this emerging middle class audience is much bigger globally than perhaps the client had imagined - a fact only revealed via storytelling.
'There Must Be Some Way Out of Here,' Said the Joker to the Thief: Unlock the Power of Storytelling
David Smith and Patrick Young , ESOMAR, Congress Odyssey, Athens, September 2010
Storytelling in business is going through a renaissance. In the last few years there has been a surge in the demand for storytelling and storytellers.
Storytelling in business is going through a renaissance. In the last few years there has been a surge in the demand for storytelling and storytellers. Cultivating the ability to communicate effectively is one of the biggest challenges facing business today. Communicating our consumer insights as a narrative – as a story – isn't a fad. It reflects a paradigm shift in what neuroscience tells us about how people process complex information. This new knowledge arrives at just the right time. The ability of stories to explain the big picture helps make sense of vast amounts of information, with the potential of massive dividends. In our session we explain why stories work so well, and pass on some of the secrets of the storyteller's craft.
How to be heard: Mass-brand storytelling in fragmented media markets
Andrew Grenville and Dawn Novak, ARF Experiential Learning, Re:Think conference, 2010
This paper reports on panel research into media use in the US, UK and Canada: how many times people access social media, online news, television, newspapers, magazines and radio, and how long they spend with each medium.
This paper reports on panel research into media use in the US, UK and Canada: how many times people access social media, online news, television, newspapers, magazines and radio, and how long they spend with each medium. The aim was to explore patterns of media behaviour and response and to determine how media usage in a complicated digital age serves as a marker for receptivity to advertising. Respondents fell into one of five categories (Media Maniacs, Socialites, Broadcast Receivers, Joe Watchers and Tuned-Outs, which are all profiled), but were not found to be more receptive in one medium and less in another. The report therefore concludes that consistency and relevance of advertising messaging remains as crucial as it always was, no matter how it is delivered.
YOU ARE IN THE WARC INDEX:
Advertorials and infomercials
Age and sexual stereotyping
Celebrities and endorsement
Copywriting and slogans
Creativity and research
Humour and jokes
Imagery and art direction
Music and sound
User generated content
Emotional and sensory appeals
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc