News
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16 August 2017
LONDON: Confidence in Britain’s financial institutions remains in tatters, notably in Brexit-voting areas in the North and East of the country, an indication of the falling consumer confidence in the country’s institutions generally, a ...
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study explains how charity Ovarian Cancer Canada (OCC) used a playful TV ad, print and digital ads, and PR to increase awareness of ovarian cancer.
Case Study
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Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2017
This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study shows how KAFA, an NGO dedicated to protecting victims of abuse and violence, raised awareness about the issue of child marriages in Lebanon through a social experiment.
Research Paper
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Abhishek Pathak, Gemma A. Calvert, and Elison A.C. Lim, International Journal of Market Research, Digital First, June 2017
This paper investigates how different phonetic structures used in brand names affect their luxurious appeal.
Article
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Low Lai Chow, Event Reports, DigitasLBi NewFront, May 2017
This article explains the 'dark side of data' including algorithm bubbles and hyper-targeting, alongside some case studies on how data can be used for 'good' to boost ad effectiveness.
Article
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Ted McConnell, WARC Exclusive, June 2017
This article explains the pros and cons of programmatic TV (PTV), and how it differs from other programmatic media including addressable TV, streaming, video-on-demand and digital out-of-home.
Article
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Stephen Whiteside, Event Reports, ad:tech New York, November 2016
This event report outlines how Marriott International, the hotels group, is creating and distributing a diverse range of digital content.
Article
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Euromonitor Profiles, April 2017
This Company Profile from Euromonitor provides key details and analysis of Church & Dwight Co, the owner of brands such as OxiClean, Xtra and Arm & Hammer.
Research Paper
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Olga Adushkina, Tatiana Barakshina, Anne-Laure Lebaron and Christine Mai, ESOMAR, Latin America, April 2017
This paper assesses the performance and potential of the Latin American market research industry in relation to three B2B sectors: Healthcare, Agriculture, and Construction and Mining.
Research Paper
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Anibal Cantarian, ESOMAR, Latin America, April 2017
This article contends that market research in Latin America is not fully utilising the opportunities offered by smartphones to conduct surveys and collect data, relying too much on face-to-face research.
Article
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Alan Giles, Market Leader, Quarter 2, 2017, pp. 40-43
This article looks at the changes currently occurring in the retail industry and at how the future of retailing will look.
Case Study
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Design Business Association, Bronze, 2017
This case study describes how Twinings, a tea marketer, packaged its new premium Discovery Collection to appeal across multiple global markets.
Case Study
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Institute of Communication Agencies, Gold and Silver, Canadian Advertising Success Stories, 2017
This case study details how Ovarian Cancer Canada, a non-profit cancer organisation, raised awareness of ovarian cancer through its Ladyballs campaign.
Article
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WARC Exclusive, February 2017
This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.
Article
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Rob Norman, Research on WARC, February 2017
This report examines global trends in digital marketing as digital is capturing a greater portion of new marketing dollars and overtaking TV in many markets.
Article
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Kristy Brice, Admap, February 2017, pp. 40-41
This article presents four steps brands can take to ensure they succeed with moment marketing through social media, as they engage with potential customers, often in conjunction with TV viewing.
Article
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Euromonitor Profiles, February 2017
This Company Profile from Euromonitor provides key details and analysis of Southwest Airlines Co. Included is a strategic evaluation with key facts about the American company, competitive positioning against comparative brands, and assessment of its position in the transport category.
Article
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WARC Best Practice, January 2017
This paper explores the current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing - brands must be ready.
News
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17 January 2017
BEIJING: Lenovo, the computer firm, Huawei, the phone manufacturer, and Alibaba, the internet giant, head a list of Chinese brands that are successfully establishing themselves in overseas markets, according to a new report.
Case Study
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Jessica Perrin, WARC Media Awards, Silver, Effective Channel Integration, 2016
This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.
Case Study
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Integrated Marketing Communications Council Europe, Gold, 2016
This case study describes how VisitBrussels, the Belgian capital's office of tourism, changed the city's fortunes after a terror attack by using the views of local people to provide the most accurate account of the city's atmosphere.
Case Study
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Jo Arden, Pete Buckley, Nick Hirst, Dr Nigel Shardlow, Matthew Walmsley, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2016
This case study shows how Public Health England, an agency for the Department of Health, created a marketing manufactured health intervention campaign to dramatically increase quitting attempts at smoking.
Case Study
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Elly Fenlon, Institute of Practitioners in Advertising, Gold, Best Multi-Market, IPA Effectiveness Awards, 2016
This case study shows how Snickers, a chocolate brand, used an internationally recognisable movie character to revive its long-running previous campaign globally.
Case Study
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Nick Exford, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2016
This case study shows how Three, a mobile operator, used a humorous campaign to introduce a more customer-centric value proposition and increase sales.
