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
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
Business and industrial
Date: newest first
Date: oldest first
Innovation in market research: Examples from Ericsson, Heinz and HP
Low Lai Chow, Event Reports, Qualitative 360 Asia, November 2013
This event report looks at innovative approaches to qualitative market research. Ericsson has employed WhatsApp, the mobile messaging app, to draw insights from smartphone users, and found it to be a forum where respondents spoke openly and freely in a way that did not often occur in traditional focus groups.
This event report looks at innovative approaches to qualitative market research. Ericsson has employed WhatsApp, the mobile messaging app, to draw insights from smartphone users, and found it to be a forum where respondents spoke openly and freely in a way that did not often occur in traditional focus groups. On its part, Heinz built an online community in the Netherlands, which has come to serve as a vital source of information for its brand and innovation teams. Elsewhere, HP sought to understand consumer attitudes towards printed materials by removing them from the everyday lives of its research panel for two days, encompassing everything from their passport to the letters on a keyboard and personal photos. It uncovered a number of "human truths" as a result.
Nokia transforms its approach to in-store marketing
Jo Bowman, Event Reports, International Shopper Insights in Action, November 2013
This event report discusses how Nokia reinvigorated the cluttered in-store environment. Eye-tracking studies and monitoring traffic in its bricks-and-mortar branches showed most marketing materials at the point of purchase went entirely unnoticed by consumers, who were deluged with conflicting marketing messages.
This event report discusses how Nokia reinvigorated the cluttered in-store environment. Eye-tracking studies and monitoring traffic in its bricks-and-mortar branches showed most marketing materials at the point of purchase went entirely unnoticed by consumers, who were deluged with conflicting marketing messages. By tailoring its approach to precisely match the customer journey, it was able to focus on getting phones into the hands of shoppers, which is the most powerful influence on purchase decisions. It also successfully cut out any previously wasted spending.
The last word from the East: Taking a bite out of the Apple and the great game of the East
Barney Loehnis, Admap, October 2013 , pp. 50-50
This article argues that brands should take inspiration from innovative Chinese brands when looking for growth.
This article argues that brands should take inspiration from innovative Chinese brands when looking for growth. Xiaomi sells competitively priced smartphones which have frequent operating system updates, creating an electronic device that gets better with age. It is argued that this is a marketing and service model companies should look into. Messaging platforms Kakao, Weixin and Line are outpacing Facebook and Twitter in user growth. Dominating this channel allows such companies to access the potentially lucrative mobile payment channel. Brands must pay greater attention to making mobile work for them, as 'online' social media are increasingly accessed on mobile.
Apple iOS 7
Mindshare, Original Thinkers, June 2013
Following the announcement of Apple's iOS 7, this brief article summarises the latest developments in the newest iteration of the iPhone operating system.
Following the announcement of Apple's iOS 7, this brief article summarises the latest developments in the newest iteration of the iPhone operating system. It provides details on its new look and features including the ability to multitask, improvements to its web browser and the introduction of iRadio, which is likely to disrupt other mobile music services. The article suggests implications for social networking, consumers and game and app developers.
South Africa leads mobile financial services innovation
Keitumetse Matshitse, Market Leader, Quarter 3, 2013, pp. 18-19
This article looks at how FNB, the financial services brand, is innovating in South Africa with its approach to mobile and technology.
This article looks at how FNB, the financial services brand, is innovating in South Africa with its approach to mobile and technology. There are more mobile phones in South Africa than laptops, which impacts the way in which the internet is accessed and how money is being used, spent and sent. Since launching a banking app in July 2011, a year ahead of its competitors, FNB has highlighted why financial services brands need to keep abreast of the times and technological trends. This approach has also spread to its communications, where it has opened up channels in social media, and has opened a physical branch for digital self-service banking.
Samsung finds a unique point of view online
Low Lai Chow, Event Reports, Digital Matters, May 2013
This report focuses on the importance of brands standing out and possessing a point if they are to be successful online, where competition and clutter is immense.
This report focuses on the importance of brands standing out and possessing a point if they are to be successful online, where competition and clutter is immense. It is based on an address by Samsung's vice-president of content and services at the Digital Matters 2013 conference in Singapore. Samsung itself, which is a leading smartphone manufacturer, has forged tie-ups with a variety of content providers in fields from entertainment, lifestyle and gaming to music, learning and reading. The company looks to ally with expert partners in individual countries to develop "hyperlocal" offerings. The report offers a series of guidelines for brand marketers: know who you are and what you do better than anyone else; know what you are not and stay true to your brand's DNA; be discoverable; and become a content curator for time-poor consumers.
Looking beyond Kung Fu and Noodles: Drivers of the Chinese and Chinese diaspora consumer markets
Subhashish Dasgupta, TNS, TNS APAC, March 2013
This article looks at how consumer habits are changing in China and Chinese diaspora markets, such as in Taiwan, Malaysia, Singapore and Hong Kong.
This article looks at how consumer habits are changing in China and Chinese diaspora markets, such as in Taiwan, Malaysia, Singapore and Hong Kong. This study, conducted in the run-up to Chinese New Year 2013, compares and contrasts Chinese people across the whole region. While there is a strong mood of positivity and confidence in China and Hong Kong, in Malaysia this optimism is tempered by concern over the global economic outlook. Young people are keen to save, while older adults show a greater inclination to spend. Other consumer attitudes covered include plans for the year, habits and intentions for Chinese New Year and approaches to tradition. To make the most of operating in Chinese markets, the author recommends focusing on new customer acquisition, attracting brand ambassadors, adopting new 'Go To Market' approaches and telling a compelling story.
How consumers around the world use connected devices
Geoffrey Precourt, Event Reports, ARF Re:think, March 2013
This article outlines out a range of trends and statistics regarding consumer usage of connected devices around the world, as drawn from the Advertising Research Foundation's Re:think 2013 conference.
This article outlines out a range of trends and statistics regarding consumer usage of connected devices around the world, as drawn from the Advertising Research Foundation's Re:think 2013 conference. Based on contributions from GfK, Nielsen and Time Inc., it shows that tablets and smartphones fulfil largely different roles in the lives of their owners. What unites them, however, is the strong level of personal attachment users feel towards these gadgets.
The most important mobile trends for marketers
Sarah Shearman, Event Reports, Mobile World Congress, February 2013
In this article, leading executives from Carat, Somo, R/GA and LBi discuss the key trends for marketers that emerged from Mobile World Congress 2013.
In this article, leading executives from Carat, Somo, R/GA and LBi discuss the key trends for marketers that emerged from Mobile World Congress 2013. Among the core areas of concern for the industry are the rise of connected cars and the "smart home", the emergence of new operating systems to challenge Apple and Google, and the development of an increasingly diverse range of wireless payment tools.
Letter from Cape Town: Lessons from the world's 'mobile only' continent
Jonty Fisher, Market Leader, Quarter 2, 2013, pp. 52-52
This article argues that, as the planet's fastest-growing mobile market, with 700 million SIM cards registered on a continent with a billion inhabitants, Africa has a lot to teach the world about mobile marketing.
This article argues that, as the planet's fastest-growing mobile market, with 700 million SIM cards registered on a continent with a billion inhabitants, Africa has a lot to teach the world about mobile marketing. It suggests that Nic Haralambous, former ceo of Motribe, the South African mobile network, provides lessons for mobile brands across the rest of the globe. These include not falling into the 'smartphone only' trap, thinking about the user value exchange before thinking about creative or format and learning from tech companies in the mobile space. Haralambous also advises brands to originate for mobile instead of reinventing the web and to remember that mobile is an 'always-on' channel.
YOU ARE IN THE WARC INDEX:
Mobile and cell handsets
Call services and accessories
Fixed line providers
General service providers
Internet service providers
Effectiveness in media
Leisure and entertainment
PCs, computing, high-tech
Mobile marketing, mobile web
, 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