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Key reading

cultural innovation

Coca-Cola on cultural insight

This article discusses how the global beverage brand manages to stay culturally relevant, despite its long heritage. It shows how, while Coca-Cola has embraced a "better world" brand positioning for the last 100 years, it has needed to regularly refresh its marketing communications to suit the prevailing mood of the time.
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Why cultural innovation gets results

This article suggests that cultural innovation is a superior approach to functional improvement.

Conducting and integrating cultural analysis

How culture, routinely ignored by "traditional" market research, can be an inspiring source of insights.

Semiotics can make brands magical

This paper gives guidance on how to use the 'inside-out' research approach of semiotics.

Latest case studies

Meat & Livestock Australia: The Most Successful Lamb Campaign Ever

This case study details Meat & Livestock Australia's 'Operation Boomerang' campaign that combined insightful strategy and provocative creative to increase Australians' appetite for lamb on Australia Day.

Vodafone: Between us

This case study shows how Vodafone, a mobile carrier, was able to tackle the huge social problem of domestic violence in Turkey by using a specially developed app.

Plan Norway: #StopTheWedding

This case study describes how Plan Norway, an NGO working for girls' rights, raised awareness about child marriage and its consequences among women, youth, politicians and the general public and recruited new supporters by making the problem feel closer to home.

New York Lottery: You'd Make a Way Better Rich Person

This case study describes how New York Lotto took back its title as the city's jackpot game.

Latest articles

Neuroscience & TV Commercials: Cross-Cultural Marketing in Australia

This research explores the uses of neuroscience to explore different reactions to TV commercials by Australian and Chinese-born participants, and outlines what these differences mean for brand storytelling in a cross-cultural context.

10 Trends Shaping Asia's Marketing Landscape

This article explores 10 trends shaping Asia's marketing landscape, including chat apps, on-demand services, content marketing and storytelling.

Kicking Refugees was Just the Beginning: The European Refugee Crisis, How the Open Society Foundation used qualitative social media research in defence of human rights

This paper describes research by the Open Society Foundation (OSF), a global human rights organisation, into public opinion in Hungary during the refugee crisis of 2015, when the Hungarian government adopted a hard-line stance against refugees.

Velocity 12 Markets: Reshaping the world view of middle-class growth

This research by Ogilvy and Mather investigates the opportunities and challenges for brands in 12 developing markets.

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Monique Dolbin


Monique Dolbin
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Ed Pank

Asia Pacific

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