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Article

Global strategies, campaign updates and trends in cinema.

Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

Article

Provides key details and analysis of Adidas AG in the clothing and accessories market.

Article

Outlines the insights gleaned from interviews with several DTC challenger brands as well as brand consultancy eatbigfish's own experience of working with challenger brands.

Article

Offers an industry overview of alcoholic drinks, including innovation and disruption caused by changing consumer attitudes.

Article

Bonobos, the online retailer focused on men’s apparel, has built its brand through challenging traditional concepts of masculinity.

Article

Provides guidance and reading on a now common aspect of brand building – partnerships – in which two or more brands collaborate for mutual benefit.

Article

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

Article

L'Oréal, the beauty company, has built out market insights and foresight capabilities as it seeks to prepare for an increasingly complex future.

Article

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Article

LOLA Mullen Lowe, the agency, used the global attention surrounding the 2018 FIFA World Cup to draw attention to the harsh climate facing the LGBTQ community in Russia, which was hosting the competition.

Case Study

Ala, a laundry detergent brand, reinforced an emotional bond via personalised mobile ads for the Argentinian market.

Article

Looks at the state of play for luxury corporates, as well as the competitive landscape and competitive outlooks.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2018.

Research Paper

YouGov, a global data and analytics group, unveiled consumers' appetites for new technologies in the UK, Germany, France and the US to improve marketing effectiveness.

Case Study

Aeroméxico, Mexico's leading airline, increased sales by engaging with Mexican millennials during El Buen Fin, Mexico's busiest online sales season.

Research Paper

Service providers increasingly use multiple channels for their advertising. One compelling combination integrates affiliate marketing with search-engine advertising.

Article

Hasbro, the toy manufacturer, has taken a test-and-learn approach to influencer marketing as it seeks to navigate this complex but dynamic space.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.

Article

The British retailer John Lewis has embraced the impact of digital on its physical presence, and has developed a strategy to bring both sides together for commercial success.

Article

Details what brands need to consider when getting started with personalisation and lists the ways to personalise that promise the most impact.

Article

This Company Profile from Euromonitor provides key details and analysis of L'Oréal, the owner of brands such as Garnier, Body Shop and Lancome.

Article

This Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market.

Case Study

Bench, a Filipino fashion brand, increased its connection and relevance among younger people in the Philippines with a campaign around accepting homosexuality.