Warc Briefings

Summary
This briefing offers an overview of the history, theories and key trends related to Brand Launches.This short report outlines different arguments about how to brand a new product, especially after the rise of social media and collaboration-based marketing. It discusses the need for marketers to incorporate passion and creativity into product development and not just communications.

Summary
This briefing offers an overview of the history, theories and key trends related to Co-creation. It traces the development of interest in co-creation to its application by the likes of Lego, Nike and other modern marketers. The briefing also explores elements of co-creation such as crowdsourcing and business development, as well as scepticism about its usefulness. A reading list of further articles and case studies on co-creation is also supplied.

Summary
This briefing offers an overview of the history, theories and key trends related to Marketing to Seniors. The report describes some of the many challenges to marketers selling to older consumers, such as the sheer heterogeneity of people over 50 as well as changing attitudes to communciations channels, product researching brand loyalty.

Summary
This briefing offers an overview of the history, theories and key trends related to Short-term Impact.

Summary
This briefing offers an overview of the history, theories and key trends related to Brand Architecture. It describes the historical patterns which have encouraged marketers to develop different approaches to exploiting their brand portfolios. Different models of brand architecture, including the house of brands and the endorser brand, are explained. The report also recommends further reading of case studies which employed brand architecture strategies by Boots, Pillsbury, Garnier and others.

Summary
This briefing offers an overview of the history, theories and key trends related to Channel Planning. It provides a short overview of the development of the practice and the different approaches which have been emphasized media-centric, brand-centric and customer-centric approaches to channel planning tasks. The report identifies the main future priorities for channel planning as encouraging a culture of collaboration within agencies, ensuring planners have the right skills sets and developing new research methodologies to underpin channel planning.

Summary
This briefing offers an overview of the history, theories and key trends related to Marketing to Men. It traces the development of male-oriented marketing and the interest in theories of gender-based differences in information processing and response to communications. It includes advice for male-oriented marketers including the use of appeals to male self-esteem and the use of humour. Several award-winning case studies of male-targeted campaigns by Philips, Nivea, Wilkinson and BMW are recommended for further reading.

Summary
This briefing offers an overview of the history, theories and key trends related to Using Emotion. It sketches the growth of interest in increasing understanding of how emotional and rational impulses play off each other in consumers' decision-making processes. The report sets out a number of different, core theories of emotional response by Damasio, Heath and Kahnemann as well as describing more recent work by the research company, Brainjuicer, and others.

Summary
This briefing offers an overview of the history, theories and key trends related to in-game branding and advertising.

Summary
This briefing offers an overview of the history, theories and key trends related to Influencers marketing. It argues for a complex appreciation of the influencer, who is as likely to be male as female and operates both on and offline. Several theories of influencer marketing are explained and case studies of influencer campaigns by H-P, Ford and Heinz are recommended for further reading.