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Key reading


French government: Turning ethnographic insight into more efficient policy-making

This paper demonstrates how the French government used "nudging" to improve its digital tax administration. It goes on to propose some general guidelines on the best use of 'nudge design' as a way of increasing ROI – relevant in France, and internationally.

Understanding the digital consumer in France

Research on the differences between digital consumer behaviours in France, Germany, and Great Britain.

International Ad Forecast

Predicted advertising expenditure across 12 key markets, including France, for the next two years.

EACA Euro Effies

The gold standard in marketing communications effectiveness across multiple European markets.

Latest case studies

Prince: Princeland

This case demonstrates how Prince, a heritage biscuit brand from France and Belgium, reinvented itself for young prospective consumers whilst maintaining its appeal to the children's mothers.

Toyota Aygo: Go fun yourself.

This case study describes how Toyota, the Japanese car brand, built a new communications platform to attract younger buyers, create exciting online content and increase sales.

Magnum: Celebrating 25 years of pleasure

This case study demonstrates how Magnum, the ice cream brand, reignited interest in its 'Classic' product to grow sales across Europe.

Lenor: More than laundry

This case study showcases how Lenor, a fabric enhancer, replaced the existing dual communication model in Western and Central-Eastern European markets with a pan-regional one, appealing across cultures.

Latest articles

Global Ad Trends 2015

This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

Using Greimas' semiotics in ethnic consumer research

With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.

Adstats: International Ad Forecast

This article details adspend data covering 12 key markets, from Warc's latest International Ad Forecast, which predicts an increase of 2.8% in global adspend in 2015.

New conjoint approaches to scaling brand equity and optimising share of preference prediction

Ratings-based conjoint analysis suffers two problems: the distortion raised by consumer perceptions of brand equity, and the lack of efficiency of probabilistic models for estimating preference shares.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

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