Best Practice: Corporate Advertising

This 'best practice' piece is a wide ranging description on the reasons why corporate advertising is needed and its key traits.

Best Practice

Corporate Advertising

Corporate advertising can be defined as advertising that aims to promote a company, rather than any specific product or service marketed by it. This used to be a form of investor relations, but now that the value of brands is appearing in balance sheets, its scope and variety has become wider. A particular part of this is the support of corporate social responsibility (CSR) campaigns27, 28.

An increasing number of companies can be seen advertising the corporate or company brand, and umbrella branding, which facilitates this, is widespread26, 29. Exactly how...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands