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:
Leisure and entertainment
Motor and auto
Drink and beverage
Republic of Korea
Date: newest first
Date: oldest first
Warc Trends: The Content Revolution - Find the right content strategy for your brand
David Tiltman, Warc Trends, December 2013
The Content Revolution looks at key trends in content marketing, with a focus on how brands are using digital content formats.
The Content Revolution looks at key trends in content marketing, with a focus on how brands are using digital content formats. It includes insight into why content is popular, and how brands are using it; analysis of three types of content strategy, and how they fit with a brand's other marketing activity; a focus on social and video content; and case studies that show how content has been used effectively by brands. The brands featured in the report include Nike, the sportswear retailer, Audi, the automotive marque, Dos Equis, the beer brand, and AT&T, the telecommunications company.
New ways to drive consumer participation: McDonalds, Evian, LEGO and Boots at ad:tech London
Joseph Clift, Event Reports, ad:tech London, September 2013
This event reports discusses how four brands have successfully tapped consumer participation to fuel their marketing efforts.
This event reports discusses how four brands have successfully tapped consumer participation to fuel their marketing efforts. McDonald’s demonstrates one such approach, having based a mass-media campaign during the 2012 Olympic Games on user-generated content. Evian, by contrast, sought to spread an online meme based around a new dance – the “Wimbledon Wiggle” – to activate its sponsorship of the tennis tournament. On its part, LEGO has leveraged the huge amount of material uploaded by its fans to the web in its social media marketing efforts. And Boots breathed new life into the sponsored radio show by partnering with the Mumsnet digital platform to reach out to the female audience. What unites these brands is that they all yielded major benefits by taking a consumer-centric approach.
Co-creation helps Philips transform its approach in Asia
Low Lai Chow, Event Reports, ad:tech Singapore, June 2013
This report assesses how Philips, the multinational electronics group, is transforming its business in Asia through the power of co-creation.
This report assesses how Philips, the multinational electronics group, is transforming its business in Asia through the power of co-creation. Having decided to focus on three main sectors - healthcare, lighting and consumer lifestyle products - the organization aimed to engage consumers in Indonesia, South Korea and Thailand by asking them to suggest ways in which it could improve their lives, in large ways or small. It then implemented the best of these ideas, generating considerable interest from shoppers and business-to-business customers, as well as key potential partners like governments and NGOs.
Deutsche Telekom: The success of sharing
Wolfgang Kampbartold, Admap, April 2013, pp. 14-16
This case study from Deutsche Telekom demonstrates the changing nature of communications with its 'Life is for sharing' campaign.
This case study from Deutsche Telekom demonstrates the changing nature of communications with its 'Life is for sharing' campaign. It looks at how the campaign has evolved from one big memorable moment to a series of moments in a journey leading up to the latest embodiment, 'Move on'. Starring Hollywood actor Mads Mikkelsen, Move On is a road trip movie which begins in the Netherlands and journeys through Germany and Eastern Europe, with some direction and details of the storyline being decided by Deutsche Telekom customers. The campaign lasted several months from its online launch to its TV premiere. With film roll-out running into this year, the movies and associated media activity will run for almost a year. Initial results are showing total brand fit uplift was on average 10.5% across all markets with purchase intention increased up to 30%.
Ceding control to consumers: crowdsourcing lessons from LEGO and PepsiCo
Sarah Shearman, Event Reports, South by Southwest Interactive, March 2013
In this article, executives from LEGO discuss its successful Cuusoo online crowdsourcing platform, which has helped the company create several new products by successfully engaging with the community it knows as AFOLs - or "Adult Fans of Lego".
In this article, executives from LEGO discuss its successful Cuusoo online crowdsourcing platform, which has helped the company create several new products by successfully engaging with the community it knows as AFOLs - or "Adult Fans of Lego". Digital leaders at PepsiCo and Frito-Lay also outline their own strategies in this space, including attempts to prepare for any undesirable repercussions resulting from attempts to connect with consumers in this way.
Social media trends and opportunities: Google's tips for brands
Low Lai Chow, Event Reports, Social Media Week Singapore, February 2013
In this article, Laura Balkovich, Google's head of social for Asia Pacific, discusses the key trends marketers must respond to, from the rise of internet users connecting in more human ways to the increasing importance of mobile internet usage.
In this article, Laura Balkovich, Google's head of social for Asia Pacific, discusses the key trends marketers must respond to, from the rise of internet users connecting in more human ways to the increasing importance of mobile internet usage. She argues that brands must now include social media in all their marketing, connect with communities based around shared interests and seek to engage super fans.
How Kellogg grounds its digital journeys in consumer insights
Geoffrey Precourt, Event Reports, ANA Media Leadership Conference, February 2013
In this article, Jon Suarez-Davis, vice president, global digital strategy and North America media, at the Kellogg Company discusses why consumer insights play the primary role in shaping its digital strategy.
In this article, Jon Suarez-Davis, vice president, global digital strategy and North America media, at the Kellogg Company discusses why consumer insights play the primary role in shaping its digital strategy. He argues that drawing data from relationship marketing, loyalty programs, social listening and other such channels has led to a range of "actionable brand and category opportunities", to the benefit of brands such as Cheez-Its, Special K and Rice Krispies.
Sony and the PlayStation 4
Sam Kerr, Mindshare, February 2013
Sony's announcement in February 2013 unveiling the new PlayStation 4 games console heralded the start of a new console generation.
Sony's announcement in February 2013 unveiling the new PlayStation 4 games console heralded the start of a new console generation. This brief article summarises its new features and the implications for marketers. With a new focus on social and a rapid increase in user generated content, branded in-game integrations will have a wider impact as they are shared with gamers' friends and the new PlayStation Cloud service may mean sharing will cover not just games, but music and video as well.
Online content creators are not all created equal
Francois Pétavy, Joel Cere and Yannig Roth, Research on Warc, eYeka, February 2013
While consumer participation online has increased, the creation of original content is still scarce and it can be difficult for marketers to get online consumers to create for brands rather than around them.
While consumer participation online has increased, the creation of original content is still scarce and it can be difficult for marketers to get online consumers to create for brands rather than around them. This article suggests that online consumers can be separated into three pools that will each interact with a brand differently: Creators (scarcest), Brand Enthusiasts and Spectators (the majority). Creators can be reached to generate novel ideas and original content, Enthusiasts play an important role in refining and spreading them, while Spectators validate and will ultimately form the largest purchase group. Included is a case study from SFR, the French telecommunications company, of how this works in practice.
Lowdown: What's new in 2013
Nadya Powell, Admap, February 2013, pp. 8-8
There are new tools and services that marketers should become more familiar with in 2013. Crowd-sourcing tools, such as Zoopa, are going to become more popular.
There are new tools and services that marketers should become more familiar with in 2013. Crowd-sourcing tools, such as Zoopa, are going to become more popular. Samsung used Zoopa to find bloggers for its Global Blogger Olympic campaign. Also in this space is Scoopshot, a photographic community, originally used by media owners to provide front-page photos. Real-time data tools, such as Quantcast, will prosper and will allow brands to target their online advertising to niche audiences using sophisticated algorithms. And brands using real-world tools to enable consumers to customise and enhance their original products, in the way that Disney World embraced 3D printing to boost its Disney Princess doll offering.
YOU ARE IN THE WARC INDEX:
User generated content
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
Effectiveness in media
Digital media effectiveness
, 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