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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

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

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

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

Article

This article forecasts eight trends for 2013 from around the world and discusses their impact on brands.

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.

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 book extract focuses on digital marketing, setting out seven 'laws' to succeed in fast paced and evolving markets.

Article

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

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

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

Article

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

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

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.

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.

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.

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.

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

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 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 brief article by Rob Norman, Chief Digital Officer of GroupM, WPP's media arm, is written in the style of a speech to the US advertising industry, and identifies the key challenges and opportunities the industry faces.