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Key reading

Yahoo promoted content

The ultimate guide to branded content

This report offers guidance on creating an effective branded content strategy, including an in-depth example from Yahoo. It includes tips on developing original content, managing freelancers and measuring effectiveness.

How content marketing works

The importance of using creativity, community and integration for native advertising and sponsored content.
Not a subscriber? Download this sample

Red Bull Media House transforms content marketing

An example of a brand using content to increase value, with activities ranging from sports to music.

The future of native advertising

This paper argues that native advertising is particularly well suited to mobile platforms and branded apps.

Content and native advertising: Pros and cons

Among the content issues discussed in this paper are the need for transparency, quality and a great team.


Latest case studies

Xperia: The Xperia Aquatech Store – the world's first underwater store

This case study describes how Xperia, a mobile phone brand in UAE, created the world's first underwater store to launch its waterproof phone.

Lucozade Sport: Harnessing the climate to influence the conversation

This case study describes how Lucozade, a well-known energy drink brand in the UK, created a test lab during the 2014 World Cup to provide scientific results and lead the conversation about the physical conditions of playing football in Brazil, to raise its brand profile.

Rip Curl: Rip Curl Search GPS

This case study describes how Rip Curl, the world's leading surf brand, created a world-first waterproof GPS and surfing app to bring surfing into the connected age and improve its brand credibility.

Valspar: Color for the colorblind

This case study details a campaign by Valspar, an American paint company, to differentiate itself from other manufacturers by giving colour back to the colourblind.

Latest articles

Persil: Free the Kids

This article reveals how Persil, the laundry detergent brand, found a fresh insight that would revive its 'Dirt is Good' campaign and resonate across markets.

From pancakes to Star Wars: how Asda ramped up its digital content

This event report relates how UK supermarket chain Asda developed its approach to producing digital content over the course of a year.

The power of storytelling: how Philips rebranded as a health business

This event report looks at how Philips, the electronics company, has gone about repositioning as a healthcare business.

Western Union lives a multicultural American Dream

This event report details the success of the "American Dream" campaign run by Western Union, the money-transfer service.

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Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
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Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com