IMC European Awards

Rewarding the best integrated marketing communications campaigns

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Opinion

Encouraging user-generated content allows brands in India to engage and identify their fans by inviting participation, while potentially creating priceless memes that go viral, writes Kunal Sinha.

Opinion

A brand championing a cause is not a novel phenomenon. But as consumers become more vocal about environmental, political and social causes, there is pressure on brands to speak up too. While many worldwide are answering that call, most Indian brands have stayed silent. In this India Spotlight series, WARC India Editor Biprorshee Das asks if it is time for Indian marketers to be bolder.

Opinion

Alexsandro BX Pinto, former vice-president, marketing, AB InBev South Korea, points out how domestic brands witnessed a rise in the year of the pandemic. Going forward, he expects premiumisation to return in a big way, but he also believes that a brand has to be fully leveraged on data and digital media in order to entertain and solve consumer problems. Pinto speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2021.

Opinion

For most brands and marketers across the world, 2020 was nothing if not tumultuous. But Miseon Stella Park, senior brand manager, mints, Asia – Mars still sees South Korea’s economy faring better than others. In a chat with WARC’s Gabey Goh for the Marketer’s Toolkit 2021, Park talks about how important e-commerce and creative marketing are in keeping her products at the top of the consumer’s mind in the new normal.

Article

Canadian survey of BIPOC (Black, Indigenous, and People of Colour) marketing professionals shows gaps in workplace experience. A survey of over 300 Canadian BIPOC marketing industry professionals, by POCAM (People of Colour in Advertising and Marketing) examining their experiences in the workplace, conducted late 2020.

Opinion

With subscription marketing, live commerce and tech marketing emerging as the dominant forces shaping the future, marketers should transform their business methods and product design to face a new wave of disruption writes Gon Woo Yang, executive account director, head of Planning2 Division, TBWA\.

Data

An overview of the significance of different short-term factors in driving return on investment across 11 categories.

Opinion

Covid-19 has effected seismic changes in consumer behaviour. Hansang Cho, head of Beta Institute, Cheil Worldwide, says marketers must place strategy that demands social discussion and interaction in the centre of this year’s marketing strategy.

Opinion

The trend has been accelerated by COVID-19, with more Indian consumers expecting brands to communicate with them and to help them during this pandemic. Brand purpose can also be a competitive differentiator amid the spike in online shopping

Article

Leo Burnett India’s Ankit Singh draws on global parallels to show why Indian brands must stand up for issues and walk the talk.

Opinion

Over the years, The Times of India – the country’s leading newspaper – has been at the forefront of brand activism with its popular campaigns raising pertinent issues. Malcolm Raphael, senior vice-president and head – trade marketing, innovations, creative strategy – tells WARC more about this and initiatives like Teach India and Aman Ki Asha

Opinion

Before the concept of brand purpose became popular, Tata Tea immortalised itself with the message “ Jaago Re ” or “Wake up”. Over the years, the Jaago Re cause marketing initiative has helped the Tata Tea brand to stay relevant by championing various causes. Puneet Das, senior vice-president, marketing – beverages, Tata Consumer Products, tells WARC how standing up for a cause must go beyond just communicating it in order to be meaningful.

Article

Pitchfork Partners’ Ashraf Engineer says marketers taking a stand on issues in their communication must be sensitive to consumers and society at large; they also have to avoid being gimmicky.

Article

BBDO’s Suraja Kishore introduces Brand Activism 101, a strategic framework that marketers in India can follow if they want to champion an issue.

Article

Analyses data from ongoing surveys of Indian consumers, provided by GWI and survey data from Ford Trends, covering consumer interests, environmental concerns and consumer expectations of brands.

Article

This Company Profile from Euromonitor provides key details and analysis of Kellogg Co, the owner of brands such as Keebler, Nutri-Grain, Special K, Corn Flakes and Coco Pops.

Article

Wondrlab’s Ajeeta Bharadwaj shares why it is becoming increasingly important for India’s brands to be vocal about issues, and how to do so the right way.

Article

This Company Profile from Euromonitor provides key details and analysis of Accorhotels.

Article

Provides a regional overview of financial cards and payments in Asia Pacific, offering an analysis of leading companies and brands, country snapshots and predictions for the future of the category.

Data

An overview of TV advertising spot volumes by category in Australia between September 2019 and December 2020.

Article

Study across 11 brands using emotional analysis from Realeyes, comparing viewer responses to four different video types for each brand: TikTok user-generated content (UGC) videos, TikTok ads, Facebook ads and conventional ads.

Article

Research from the Financial Conduct Authority, the regulatory body, has found that many UK consumers are facing greater economic vulnerability as a result of the COVID-19 pandemic.

Article

Looks at how VÚB Bank, the country’s second-largest bank, implemented a campaign to benefit both consumers’ financial health and the banks’ business.

Data

An overview of traditional and streaming TV activity in six European countries and the United States.

Opinion

Will 2020 – with its ups and downs, its re-shuffling of possibilities and consumer behaviour under the constraints of lockdowns, semi-lockdowns and other curfews – have permanently changed media investment in TV? Or its effectiveness? Virginie Lannevere of Analytic Partners doubts it.