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Opinion

As the WARC Awards for Asian Strategy enter their 11th year, Chiara Manco looks at how strategy can future-proof businesses, growing brands and inspiring the industry.

Article

A study by System1, the research firm, compared 100 television spots from Canadian advertisers with commercials from the UK and US.

Article

Arby’s, the quick-service restaurant chain, scored a viral success on video-sharing app TikTok by seizing on an unusual marketing opportunity.

Data

An overview of global podcast downloads by app since October 2020.

Opinion

Even though right now booking a holiday abroad could land you with a £5000 fine, travel brands are readying themselves for the prospect of resumption of service in the not too distant future.

Opinion

Throughout his seven-year tenure at Burger King, and more broadly in his role as Global Chief Marketing Officer at its parent, Restaurant Brands International (RBI), Fernando Machado was a defibrillator that sent shockwaves through pop culture and brought the brand back to life, writes Hathway's Kevin Rice.  

Article

As the holy month of Ramadan approaches, M&C Saatchi’s Anish Daryani says brands must ride the wave of consumer optimism to build strong resonance with the people.

Article

With the traditional B2B marketing playbook in need of a refresh, marketers need a new approach to channel planning, say global media agency Essence’s Rafael Martin and Staffan Holgersson.

Article

Kevin Arsham, Partner, B2B Specialist at MediaCom, argues that a balanced strategy is crucial in B2B marketing.

Article

The authors outline the way some leading B2B brands have overcome the challenges of selling online, and explain how they applied some of this practice in their own work with a healthcare business.

Opinion

This article is part of a series of articles from the WARC Guide to rethinking B2B marketing.

Article

Reputation tracking is important, especially in a digital world – Meltwater’s Mimrah Mahmood shares a few efficient and cost-effective ways to incorporate digital into a company's existing reputation tracker.

Article

ANA Business Marketing Practice’s Sonia David and Bill Zengel, explore how leading B2B marketers are using emotion, purpose and problem solving to reach a new generation of business buyers.

Data

An overview of consumer preference for digital finance services across 17 markets.

Article

Summarises the most fundamental patterns in buying behaviour, and how they also manifest themselves in B2B categories.

Article

Mike Golden, President, Brandigo (China), looks at how marketers in other markets can position B2B campaigns for success in China.

Article

Of all the models available for managing brand portfolios, the Masterbrand approach could be most suitable during times of change – brand growth consultant, Remona Duquesne, explains why.

Article

PepsiCo, the global food and beverage giant, implemented an insights automation platform, Ada, over the course of three years, picking up crucial lessons for marketers and researchers tasked with steering vast projects through to completion.

Article

A summary of new thinking and best practice on rethinking B2B marketing.

Article

Characters, logos and typography are the brand assets with the strongest potential for “unique ownership”, according to a study in the Journal of Brand Management.

Article

Bhaskar Choudhuri, Asia Pacific chief marketing officer of Lenovo PCs and Smart Devices speaks to WARC about the rare opportunity to work on the B2C and B2B segments simultaneously and how its marketing initiatives are unified under the global company vision of “smarter technology for all”.

Data

An overview of online sources used by Southeast Asian consumers to learn more about brands and products.

Article

Looks at diverse and inclusive representation in online advertising.

Article

The COVID-19 pandemic has transformed consumer behaviours and attitudes in APAC, but Kantar’s Laura Tan says this has also created opportunities for brands that want to grow in the region.

Data

An overview of commercial actions taken when direct mail items are received.