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Article

This paper, which focuses on the Indian market, argues that the ability to create and deliver innovative brand experiences has become an important core capability for luxury goods.

Article

This article argues that many brands' adoption of gamified apps and services to engage consumers lack interactions that contain any degree of behavioural complexity, which it contends is key to creating deep levels of connection.

Article

This article explores what defines truly great partnerships between clients and their agencies. It outlines the key ingredients that create loyalty and the breeding ground for great work.

Article

A conversation between father and son is used to explain the four pillars of brands - difference, relevance, esteem and knowledge.

Case Study

This case study explains how Parachute Advansed, a hair and skin care brand, promoted a new body lotion product by targeting married women with an message of intimacy within marriage.

Article

This article suggests ways of using branded smartphone apps to connect with consumers. These include determining how the app can contribute to the brand's overall strategy, what the purpose of the app is and how to be certain the app is a believable extension of the brand.

Case Study

This case study explains how Parachute Advansed, a beauty brand, launched a new body lotion product in India by targeting women who were non-users of the category.

Article

This article talks about the challenges presented by big data, and the need for people to make it meaningful.

News

Stories covering social media and new technology logged the highest number of hits from Warc News' subscribers over the last 12 months.

Article

The paper critiques the use of Globish, the 1,500 key words in the English language, developed to help make international business communications more effective.

Article

This paper discusses Landor research that uncovered 10 brands that had demonstrated exceptionally strong growth in brand strength over 2008-2011.

Article

This article charts the history of the James Bond series, originally created by author Ian Fleming, which has since become one of the biggest film franchises in the world.

Article

This paper proposes a new way of looking at brand communication by broadening the perspective from explicit messages to implicit signals.

News

There will be no Warc News on New Year's Day 2013. Normal service will be resumed ...

Article

This article discusses 'employer branding' whereby companies seek to make themselves more attractive to potential employees.

Article

This article offers best practice advice for brands on how to get the most from packaging redesigns, which are becoming an increasingly frequent necessity in the modern marketplace.

Case Study

This case study describes how Saffola promoted its cooking oil brand in India using a 'heart healthy' message.

Article

This paper discusses a transmedia project based on the thesis that we are making seven major sustainability mistakes: 1.

Article

This paper sets out to arrive at a methodology that will help identify the factors that led to the 2011 uprising in Egypt.

News

There was a strong Asian presence on the rundown of the most watched campaign videos on warc.com in 2012, with four of the top ten coming from case studies entered into the Warc Prize for Asian Strategy.

News

Advertisers using Warc primarily focused their attention on the changing consumer environment, and particularly the evolving path to purchase, during the last year.

Article

This essay recommends investing in small ideas, instead of getting overwhelmed by trying to come up with the "next big thing".

Article

This paper asserts that brand building is now about experiences, and that these experiences are the sum of thousands of touchpoints.

Article

This article looks at the importance of purpose to brands and how businesses can implement it. What branded organisations do is more important than what they say, requiring an "inside out" approach to branding, and being known as corporately responsible can significantly elevate an organisation's overall leadership perceptions.

Case Study

This case study explains how Saffola, a cooking oil brand, used an integrated print, mobile and online campaign to encourage people aged 30-40 to take care of their heart-health.