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Article

This event report explores Cambridge Analytica's program of research, data analytics and digital marketing during the 2016 US Presidential election.

News

NEW YORK: A Nike campaign that repositioned its back-to-school approach and created a new opportunity in the marketplace has won the Grand Ogilvy at the 2017 ARF David Ogilvy Awards.

Article

This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant.

News

NEW YORK: In the latest issue of the Journal of Advertising Research (JAR), a team of authors from Truth Initiative make a powerful case that the proper messaging can have a meaningful effect even on addictive behavior.

Article

This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.

Case Study

This article provides excerpts from the winning case studies of the 2016 David Ogilvy Awards, including campaigns from Nestle, Boeing and Ontario Women's Directorate.

Article

This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals.

Opinion

The latest content on Warc includes new insights on digital ROI, brand growth and the rise of crowdfunding.

Opinion

The latest content on Warc includes new insights on digital ROI, brand growth and the rise of crowdfunding.

Opinion

"As far as I know," David Ogilvy said, "I’m the only creative genius who started his career in research." The ARF David Ogilvy Awards celebrate the extraordinary and creative use of research in powering effective advertising.

News

NEW YORK: Nestlé Lean Cuisine, the convenience meal brand, has won the Grand Ogilvy at the 2016 ARF David Ogilvy Awards for a campaign that used social media and video to connect with American women and reverse years of declining sales.

Article

This article describes the best practices and principles to keep in mind when marketing to men, a group changed by recent history; ideas of masculinity and roles in society have changed - marketing must change also.

Research Paper

This article presents selected winning case studies from the 2015 David Ogilvy Awards, including Grand and Gold Ogilvy Winner Procter & Gamble, Pantene – 'Beautiful Hair Whatever the Weather', and three Gold winners: ESPN, 'Who’s In?'; Kmart, Joe Boxer – 'Show Your Joe'; and Unilever, Knorr – 'See a Different Side'.

Article

This report analyses the world’s best marketing campaigns, as ranked by the Warc 100, to uncover shared creative, media and measurement strategies.

Article

This report analyses trends in the winning case studies of the Warc Prize for Innovation and draws out lessons for marketers to develop their own innovative marketing campaigns.

News

NEW YORK: Pantene, the hair care brand owned by P&G, has won the Grand Ogilvy at the 2015 ARF David Ogilvy Awards for a campaign that helped women tackle weather-related bad hair days.

News

NEW YORK: Bank of America, Starbucks, Pantene and Dove are among the big winners of the 2015 ARF David Ogilvy Awards, a competition organised by the Advertising Research Foundation (ARF).

Article

This article describes how agency strategists/planners gain and use insights - and what type of insight is useful when developing a marketing or communications strategy.

Article

This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.

Opinion

The latest content on Warc includes a detailed look at B2B, winners from the ARF Ogivly Awards and a range of reports from conferences around the world.

News

NEW YORK: ConAgra Foods, the Nebraska-based packaged foods company, won the Grand Ogilvy at the 2014 ARF David Ogilvy Awards for a marketing campaign that successfully repositioned its Reddi-wip whipped cream as a year-round brand.

Research Paper

The proliferation of media platforms raises questions among marketers about their relative value. This study tests a neuroscience-informed model of immersive-versus-flexible audience engagement and demonstrates television's heightened ability to sustain nonconscious emotional response over online viewing.

Research Paper

This article describes the winners of the Advertising Research Foundation's David Ogilvy Awards, 2013.

News

NEW YORK: Procter & Gamble, the FMCG company, won the Grand Ogilvy at the 2013 ARF David Ogilvy Awards for a corporate brand campaign it ran during the Olympic Games in London last year.

Case Study

This campaign for Halo 4, the latest in a long-running popular series of shoot-em-up Xbox video games, aimed to win back gamers who were tiring of the Halo franchise and migrating towards rivals such as Call Of Duty.