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Key reading

cultural innovation

Coca-Cola on cultural insight

This article discusses how the global beverage brand manages to stay culturally relevant, despite its long heritage. It shows how, while Coca-Cola has embraced a "better world" brand positioning for the last 100 years, it has needed to regularly refresh its marketing communications to suit the prevailing mood of the time.
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Why cultural innovation gets results

This article suggests that cultural innovation is a superior approach to functional improvement.

Conducting and integrating cultural analysis

How culture, routinely ignored by "traditional" market research, can be an inspiring source of insights.

Semiotics can make brands magical

This paper gives guidance on how to use the 'inside-out' research approach of semiotics.


Latest case studies

Plan Norway: #StopTheWedding

This case study describes how Plan Norway, an NGO working for girls' rights, raised awareness about child marriage and its consequences among women, youth, politicians and the general public and recruited new supporters by making the problem feel closer to home.

No Somos Delito (We Are Not Crime): Holograms for freedom

This case study shows how No Somos Delito, a Spanish citizen rights organisation, highlighted the need to reform the nation's laws with an experiential campaign.

Sakker El Dekkene (Stop the Shop): Lebanon4Sale

This case study describes how Sakker El Dekkene (Stop the Shop, or SED), a Lebanese anti-corruption NGO, created a platform that encouraged people to report corruption in Lebanon with the ultimate aim of exerting public pressure for change and reforms.

The Akanksha Foundation: Sustained

This case study shows how the Akanksha Foundation, an Indian education charity, improved awareness and boosted teacher applications with a zero-media-budget campaign.

Latest articles

Redefining snacks: From conventional snacks to snack replacements

This report provides key facts and figures about the global snacks market, analysing the impact of the growing segment of the non-snack food market rebranding itself as snack replacements and creating a shift in the competitive landscape.

How Apple and Facebook misread India, but Samsung and Vivo got it right

This article explores common challenges facing Western tech brands in India, and provides insight into how Samsung and Vivo successfully localized to grow market share.

Velocity 12 Markets: Reshaping the world view of middle-class growth

This research by Ogilvy and Mather investigates the opportunities and challenges for brands in 12 developing markets.

How Mattel made Barbie relevant again

This event report discusses how Mattel, the toy manufacturer, transformed its iconic Barbie brand to suit changing consumer attitudes and preferences.

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Monique Dolbin

Americas

Monique Dolbin
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Asia Pacific

Ed Pank
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