Rhiannon Price and Steve Hill, ESOMAR, Qualitative, November 2014

This paper addresses criticisms of the market research industry and argues that taking into account the corporate context and working in an oblique manner is more effective than simply answering the research brief.


Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2014

This event report shows how Toyota has developed a new total-market communications strategy, as the automaker modifies its approach to multicultural marketing.


Low Lai Chow, Event Reports, Asia's Customer Festival, October 2014

This event report shows how Volkswagen, the car manufacturer, is using data to understand customers, serve them better and increase loyalty.


Willy Wong and Starrain Yang , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Cadillac, the luxury car brand, used the launch of its ATS model to reposition itself as a more dynamic brand in China.


Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Porsche, the luxury car brand, used Weibo, the microblogging site, to promote the new Porsche 911 Turbo S in China.


Marie-Julie Lorenzo , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Porsche, the luxury car brand, leveraged its 50th anniversary to increase awareness of its sports car credentials in China.


Sanjay Sharma and Arjun Paul , Warc Prize for Asian Strategy, Entrant, 2014

This case study demonstrates how Skoda, the automotive brand, relaunched its Octavia model in India to reverse a market share slump.


Vandana Nayar, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Celerio, the car company, launched a new entry-level hatchback model in India by focussing on technological advances and an aspirational message.


Ken Zhang, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes the launch of TRAX, a new car model by Chevrolet, which targeted young people in China with an optimistic and adventurous message through digital content.

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