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:
Media and publishing
Leisure and entertainment
Drink and beverage
Business and industrial
Toiletries and cosmetics
ARF Experiential Learning
ESOMAR Conference papers
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.
Warc Trends: The Content Revolution - Find the right content strategy for your brand (Executive Summary)
David Tiltman, Warc Trends, December 2013
This is the summary version of The Content Revolution Warc Trends Report, which looks at key trends in content marketing, with a focus on how brands are using digital content formats.
This is the summary version of The Content Revolution Warc Trends Report, which looks at key trends in content marketing, with a focus on how brands are using digital content formats. It highlights the importance of having a content strategy and how to find the right strategy for a brand. The full report 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.
Luxury brand marketing: The seamless consumer journey
Eve Samuel-Camps and Mayuko Haldan-Jones, Admap, November 2013, pp. 27-29
This article discusses the importance of integrating digital strategies into luxury brand marketing, allowing for more creative brand story-telling.
This article discusses the importance of integrating digital strategies into luxury brand marketing, allowing for more creative brand story-telling. Such brands have traditionally used high quality print ads and many have translated these into digital formats successfully. Digital strategies are vital for luxury brands as their target groups are higher-than-average users of digital media. Online video has become particularly popular with luxury brands as a way of expressing their stories and identities. This development reflects the desire of consumers to seek understanding of brands in order to select ones which express their values. Luxury brands are well placed to use their rich histories to create credible online content.
Unilever aims to combine content and ecommerce
Stephen Whiteside, Event Reports, Shopper Marketing Expo, October 2013
This event report describes how Unilever, the FMCG company, is improving its ecommerce offering through better functionality, search and content.
This event report describes how Unilever, the FMCG company, is improving its ecommerce offering through better functionality, search and content. Search is a key concern for Unilever as consumers want to find required information quickly. Spreading product content around the internet increases consumer touchpoints, and helps raise the product in search engine rankings. The report describes how ecommerce has been developed through brand stores on Amazon, the online retailer, and YouTube. Unilever focuses on adding functionality to its online content to increase sales.
How zombies helped bring Boost Mobile back to life
Andrea Sophocleous, Event Reports, Festival of Branded Content and Entertainment, October 2013
This event report provides a case Study of Boost Mobile's "Stay Living" campaign. In an effort to engage 18-25 year olds, the company rolled out a zombie-themed branded content initiative, focusing on the lives of three young Australians following a near-apocalyptic event.
This event report provides a case Study of Boost Mobile's "Stay Living" campaign. In an effort to engage 18-25 year olds, the company rolled out a zombie-themed branded content initiative, focusing on the lives of three young Australians following a near-apocalyptic event. Alongside helping Boost stand out from the crowd, this idea promised to genuinely connect with the target audience using subject matter of interest to them. The result was a 30% weekly increase in activations during the campaign, which justified taking such a bold, risky approach.
United 4th: Teaching an old dog new tricks
Will Novosedlik, ANA Magazine, Autumn 2013
This article looks at how outdoor advertising is experiencing a new relevance in the US, as highlighted by a campaign by Clear Channel, the outdoor advertiser.
This article looks at how outdoor advertising is experiencing a new relevance in the US, as highlighted by a campaign by Clear Channel, the outdoor advertiser. Despite projections that ad spend on outdoor is declining, it is argued that the medium is unique and enduring and provides connections wherever people go, even nationwide. Clear Channel demonstrated this by breaking up the American national anthem and putting separate phrases on billboards across the country for Independence Day. A film of the project took the approach of a roadtrip through America and was distributed online and advertised through radio. People engaged with the video and contributed their own footage, which was subsequently posted to billboards across the country.
How Dunkin' Brands drives marketing innovation
Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2013
This report describes how Dunkin' Brands, the fast food chain owner, approaches marketing in the US, as consumers become more digitally engaged.
This report describes how Dunkin' Brands, the fast food chain owner, approaches marketing in the US, as consumers become more digitally engaged. Dunkin' Brands has established a culture which encourages ideas and innovation, and regards innovative failures as a learning process. This culture has helped to create marketing success: an example of using short-form videos during a football television show is explained. The company has a strong focus on social media with consumers' posts sometimes featured in ads. Mobile is important to the brand as it is seen as a way of deepening one-to-one relationships with customers. A mobile app has been developed which provides new product information, locates nearby stores, and has gifting and social media sharing options. The app also allows consumers to complete transactions with loaded prepaid credit. Despite this focus on one-to-one marketing tools, the company believes mass-marketing communication will continue to be important: the challenge lies in finding the correct balance.
From achieving video virality to optimising on the customer journey: five seconds can make all the difference
Lena Roland, Event Reports, iStrategy London, October 2013
This event report covers a range of issues, discussing online video and how to make videos go viral, real-time marketing, and customer touchpoints.
This event report covers a range of issues, discussing online video and how to make videos go viral, real-time marketing, and customer touchpoints. It is argued that there are seven key ingredients to achieving video virality, including telling a great story, hooking the audience in the first five seconds, and creating surprise. Brands should consider programmatic buying in order to identify and target the individual consumers who are most receptive to the brand message. The evolution of the cmo into a more technical-savvy role is also discussed, along with the need for experts to work together and avoid working in silos. The importance of the first five seconds is extended to websites, where it has been found that if a customer spends five seconds on a website, they are much likely to buy.
The challenge of agency management: L'Oréal Maybelline and the digital disconnect between agencies
Geoffrey Precourt, Event Reports, IAB MIXX, September 2013
This event report details the digital marketing approach taken by Maybelline, the cosmetics brand owned by L'Oréal, for a new product launch.
This event report details the digital marketing approach taken by Maybelline, the cosmetics brand owned by L'Oréal, for a new product launch. 'Big Eyes' volumising mascara was developed after trends were identified in Google search terms, partly as a result of a music video. There was a disconnect between the traditional and digital advertising campaigns for this product as Maybelline was close to completing traditional advertising before starting work on digital. The digital campaign built on the traditional media campaign, attempting to create interesting and engaging content that people would want to share. A video story was created that could be cut into pieces and published across a variety of digital formats, using a 'bite, snack, meal' engagement continuum. Ads using images and quotes from video and social media were placed, and animated gifs and 30 second videos were used to drive new viewers to the full video. Maybelline also created an immersive website which was designed to be rich in sharable material. This approach gained social media coverage for the brand, including on Facebook, Twitter, Tumblr and Pinterest.
Mobile in Asia: Perspectives from MMA Forum Singapore
Low Lai Chow, Event Reports, MMA Forum Singapore, August 2013
This event report assesses the growth of mobile in Asia Pacific. With over 300 million phones boasting 3G capabilities now in circulation, China is said by Sir Martin Sorrell to be nearing a fundamental "tipping point" that brands cannot afford to ignore.
This event report assesses the growth of mobile in Asia Pacific. With over 300 million phones boasting 3G capabilities now in circulation, China is said by Sir Martin Sorrell to be nearing a fundamental "tipping point" that brands cannot afford to ignore. Elsewhere in the region, smartphone owners in the Philippines, Indonesia, Thailand and Malaysia typically spend several hours each day using these devices, with video and chat apps among the most popular tools. Marketers must respond to these trends to engage a fast-growing and valuable audience.
YOU ARE IN THE WARC INDEX:
Computer and online gaming
Digital advertising and media research
Digital and internet trends
Digital and online radio
Digital consumer targeting
Digital media measurement
Digital media planning and buying
Digital outdoor and out-of-home
Email, permission marketing
Integrating digital with other media
Online and digital newspapers
Search marketing and SEO
Viral campaigns, word of mouth
Web analytics, traffic
Web content, navigation and design
Web display ads and rich media
, 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