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Topic Key reading on the process of developing a marketing strategy

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Article

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.

Article

This Company Profile from Euromonitor provides key details and analysis of Aldi Group. Included is a strategic evaluation with key facts about the German company and competitive positioning against comparative brands in the retail market.

Article

In this article, the author highlights the opportunities for international brands looking to invest in the Russian market.

News

BEIJING: China's ongoing economic downturn may be the most difficult period companies face as they build a long-term presence there, says a senior FMCG expert.

Article

This article offers FMCG marketers five important lessons for building a successful China presence, despite the country's economic downturn.

Article

This Company Profile from Euromonitor provides key details and analysis of Dunkin' Brands Inc, the owners of brands such as Baskin-Robbins and Dunkin' Donuts.

Article

This article explores the trends likely to shape Singapore's marketing and advertising sector in 2017 including mobile content, experiential activations in retail and the ongoing effects of economic downturn.

Article

This paper explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.

News

JAKARTA: Optimism is the key word for Indonesia's advertising industry in 2017 as South East Asia's biggest economy looks toward a brighter year, with higher consumer spending and increased ad spend across both digital and traditional channels.

Article

This article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.

Research Paper

How effective is shock advertising for charities? To address this question, the current researchers used an experimental design based on a cross-sectional sample of three groups of adults.

Case Study

This case study describes how Domino's, a pizza delivery brand in the UK, shifted its communications focus from the product to its audience, to overcome its stalling growth.

News

JAKARTA/SINGAPORE: Unilever invested in a year-long consumer tracking project to monitor core demographics and identify marketing opportunities during Indonesia's economic downturn in 2015, a senior executive at the company has revealed.

Article

The article outlines how Unilever invested in a year-long consumer tracking project to monitor its core target demographics during Indonesia’s 2015 economic downturn, and offers practical advice for marketers.

Article

This Company Profile from Euromonitor provides key details and analysis of LVMH Moët Hennessy Louis Vuitton, the owner of brands such as Christian Dior, Givenchy, Guerlain, BeneFit, Fresh and Make Up For Ever.

Article

This article looks at how retailer Aldi positioned itself as the 'best-value' supermarket in the UK after the financial crash of 2008 significantly changed consumer behaviours.

Article

This Company Profile from Euromonitor provides key details and analysis of Yum! Brands Inc, the owner of brands such as KFC, Taco Bell and Pizza Hut.

Opinion

This guest blog is written by Hannah Fisher, a planner at iris Worldwide One of the things I observe on a regular basis is how incredibly important friendship is to many of the adults I know.

Research Paper

The present study seeks to analyse the predictive capacity of the Index of Consumer Sentiment (ICS) (a leading index in international market research) in Italy, before and after the global financial crisis.

Case Study

This case study demonstrates how SuperValu, an Irish supermarket chain, showed its commitment to Ireland, helped local food producers and achieved a sales uplift through its Food Academy programme and a multi-faceted media campaign.

Case Study

This case study demonstrates how Failte Ireland, the body responsible for the domestic tourism industry, used advertising to encourage Irish people to spend more of their holiday money on home holidays.

Case Study

This case describes how Barry's Tea, a family-owned tea company founded in 1901 in Cork City, proved the commercial value of a long-term, evolving, brand-building advertising idea.

Research Paper

This paper describes the ways in which market research has contributed to the success of the SURF Survivors' Fund, the charity that supports survivors of the Rwandan genocide of the 1990s.

Article

This article summarises Warc's latest adspend forecast for the US, extending to 2016 and 2017.
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