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Article

This article explores current thinking and writing on the subject of rational advertising, a technique known for driving short-term behaviour and sales, and an effective tool in a marketing mix.

Article

Discusses how Addict’Aide, a French organisation that raises awareness about any kind of addiction such as drugs, alcohol or gambling, gained global visibility in 2017 with its 'Like My Addiction' campaign and created a follow-up campaign, Le Secret de Laurence.

Article

Outlines four different content models brands can use to win market share and boost engagement.

Case Study

Premium baby formula Nutrilon Royal increased its sales in Jakarta launching a targeted price reduction campaign.

Case Study

Cereal brand Kellogg's reached substantial brand awareness in India by creating an all year-round communication with consumers.
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Case Study

IBM, the multinational technology company, showed the potential of its AI platform Watson in Australia by applying its capabilities to fashion.

Case Study

Basing their campaign on real-time data and communications, German charity Diakonia improved the efficiency of their donation process.

Case Study

Miracle-Ear, an American hearing aid company, targeted prospects developing consistent messaging across media tactics.

Case Study

Canadian sports retailer Sport Chek stood out in the 2016 Olympics advertising noise with a dynamic, multi-channel media strategy.

Case Study

Kellogg's cereal brand Chocos joined forces with a leading Indian parenting blog to drive its brand proposition of uninhibited childhood but also persuade mothers that it was a healthy food.

Case Study

Compact executive car Jaguar Land Rover XE was successfully promoted in India through a partnership with a TV broadcaster and engaging inspirational influencers.

Case Study

The Indian Pro Kabaddi League (PKL) made kabaddi a popular sport among children through a much-loved animated cartoon.

Case Study

Laundry detergent OMO Ultimate was re-launched on the Australian market with a video-led campaign around mothers and kids.

Case Study

Multinational technology company IBM became America's #1 preferred IT vendor through a campaign that showed the potential of its cognitive system Watson.

Case Study

AXE promoted its new male deodorant AXE Black Night in Russia, by both maintaining its loyal young clientele and expanding its market share to a more mature audience.

Case Study

Car maker Hyundai launched the new B-SUV Creta car in Brazil leveraging its brand reputation.

Case Study

Cereal brand Kellogg's became a breakfast advocate in India promoting the consumption of the most important meal of the day.

Research Paper

Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy.

Case Study

US melanoma-awareness not-for-profit Mollie's Fund raised awareness of the importance of regularly checking your skin with a chilling poster campaign.

Case Study

Dell Japan maximised the benefits of its IT solutions providing valuable information about workforce transformation.

Case Study

The RICU in The Home Office has established and developed an innovative thought leadership programme to drive adoption of secure online behaviours by the public and microbusinesses in the UK.

Case Study

Scope, a pan-disability charity in England and Wales, created Mindful Monster character cards to attract new audiences and regular donors.

Case Study

A corporate social responsibility project to help Italians, migrants and refugees integrate in Italy helped drive brand loyalty for Bosch, the German consumer goods manufacturer.

Case Study

Pernod Ricard Kenya and Jumia Food partnered to launch beverage delivery service Jumia Party.

Case Study

The Economist, a British newspaper, used conversation of the 2017 UK snap general election to encourage people to subscribe to, or request a free copy of, the paper by utilising Snapchat, press ads and reactive outdoor.