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News

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

Article

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

Article

This brief article discusses how the internet - about which the opening ceremony of the 2012 London Olympics proclaimed, "this is for everyone" - has led to a more open and human society and culture, and empowered the public to scrutinise those in authority and hold their misdeeds to account.

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.

Article

JWT, the global advertising agency, details the top trends that will shape social in 2012 and beyond.

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.

News

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

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 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.

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

The list of top downloads among Warc's media owner audience in 2012 revealed the importance they are placing on keeping up with technology and the developing habits of consumers.

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

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.

News

Infographics proved especially popular on the Warc Blog this year, taking the top two spots in the rankings of the leading posts by readership over this period.

Article

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

Article

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

Article

Smartphone and tablet ownership, and time spent on mobile devices, are rocketing around the world. This report from Millward Brown reviews how individuals use and relate to smartphones and tablets, which are becoming increasingly central to our lives.

Article

This paper describes a model for planning and measuring the effectiveness of branded entertainment and content marketing.

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 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.

Article

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

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 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.

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

Wealthy Indians represent a source of enormous potential for global luxury brands, according to the authors of this paper.