Content Marketing

Native advertising and branded content

Content Marketing

Vineet Nair, Warc Prize for Asian Strategy, Shortlisted, 2015

This case study shows how Lifebuoy, the largest soap brand in India, targeted mothers by giving them germ protection information around Holi, Ramadan and the Swine Flu epidemic.

Jay Chiat Strategic Excellence Awards, Honorable Mention, 2015

This case study describes how Bud Light, a light beer brand, launched a national, locally-activated campaign in the US to increase its market share amongst millennials over summer months.

Darika Ahrens, Admap, October 2015

This article discusses advertising in podcasts, where the lines between ad and programme content is sometimes blurred.

Michele Linn, Admap, October 2015

This article provides guidance for marketers building a content strategy, based on evidence that successful content marketing requires a strategy.

Shafqat Islam, Admap, October 2015

This article argues that creating compelling content requires a clear content marketing strategy with flexibility to respond to events.

Colin Grimshaw, Admap, October 2015

In this editorial, Colin Grimshaw introduces the October 2015 issue of Admap magazine, on the theme of B2B content marketing.

Devra Prywes, Admap, October 2015

This article argues that video content can help humanise B2B brands by engaging decision makers.

Philip Trippenbach, Admap, October 2015

This article shares three trends that are changing the ways B2B companies reach their customers.

Christian Kugel , ESOMAR, Congress, Dublin, September 2015

This paper shares results from research by AOL, the mass media corporation, into digital content marketing.



Branded Content

Theories and trends in branded entertainment


Branded Content

Warc's pick of the most effective case studies


Branded Entertainment

A focus on brand-funded editorial content


Brand journalism

A new way of storytelling for advertisers


Real-time Response

How brands are reacting instantly to news events


AT&T: The Last Text

DMA Grand Prix winner aims to stop texting while driving