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Key reading

watching mobile

The reach and ROI of mobile and TV

German research from GfK, developing a cross-media measurement tool to compare the impact of TV and Facebook ads on sales. It suggests that cross-media channel planning is becoming the industry norm but media planners need better information to understand how to best optimize the mix between online and offline.

Understanding the digital consumer in Germany

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

International Ad Forecast

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

EACA Euro Effies

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

Latest case studies

Deichmann: Because we love shoes

This case demonstrates how Delchmann, Europe's biggest shoe retailer from Germany, added a new emotional dimension to its predominantly rational brand, establishing it as a vendor of fashionable shoes.

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.

Rama: Love in the fridge

This case study explains how Unilever, the owner of Europe's biggest margarine brands, released Rama With Butter, a spreadable butter brand, to compete with its European rivals and avoid further declines in revenue and brand supremacy.

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.

Retail's next top-model: New perspectives on consumer decision processes in a rapidly changing world

This paper explains how the complexity of the typical purchase journey is contradicting the current methodology of shopping research and introduces a new model to fix this issue.

Makers revolutionize making! How to derive insights from subversive consumer practices

This paper examines the reasons and consequences of the Maker Movement, a trend or revival of classic DIY, by looking at its social, economic and market nature and impacts.

Build brands with meaning

This article shows how Munich Airport developed and launched a new brand idea, tagline and logo to reflect the joy of travel, authentic connections and meaningful moments.

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200