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Case Study

OMO, the laundry detergent brand, used social media, PR and educational content to change attitudes and increase sales in the Middle East.

Article

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Gunn Report

Contains the creative for the 'Ariel Dads Share The Load' campaign for Ariel by the agency MediaCom in Mumbai.

Article

This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.

Article

The WARC 100 is an annual ranking of the world’s best marketing campaigns and companies, based on their performance in effectiveness competitions.

News

GLOBAL: Procter and Gamble’s agenda-setting Dads #ShareTheLoad campaign for the Ariel Matic brand has topped the WARC 100, an annual ranking of the world’s best marketing campaigns and companies according to their business impact.

Article

Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.

Gunn Report

Contains the creative for the 'Van Gogh BnB ' campaign for Art Institute of Chicago by the agency Leo Burnett in the USA.

Gunn Report

Contains the creative for the 'Dads #ShareTheLoad' campaign for Ariel Matic by the agency BBDO India in India.

News

MUMBAI: Global FMCG company Procter & Gamble has announced that it will source as much as US$30 million from women-owned businesses across India in the coming three years.

News

GLOBAL: Purpose-led marketing strategies are increasingly helping brands achieve their commercial objectives, according to a new WARC report, which also cautions that measurement in this area needs to improve.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Brand Purpose category of the 2017 WARC Awards.

Article

This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.

Article

This article explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

Article

Looks at the current market for TV in India and discusses its future in the midst of new digital technologies and changes in viewership.

Opinion

A judge on the inaugural panel for Best Use of Brand Purpose at the 2017 WARC Awards, Laurence Green writes that brand purpose is alive and well and "busy restoring the broken link between business and society." Self-congratulatory as marketing awards may appear at their prize-giving jamborees, the judging that precedes the jolly is typically conducted with due earnestness.

Article

Brand purpose has seen a backlash in 2017, and the challenge for brands in the coming year will be recognising when (and how) purpose can drive sales as well as social good.

Article

WARC's Toolkit 2018 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

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 2017.

Case Study

OMO, the laundry detergent brand, used a provocative campaign about the importance of outdoor play for children to increase sales in the Middle East.

Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

Case Study

Ariel, the market-leading laundry brand in Israel, demonstrated the reliable added value of its performance and increased its market share during challenging economic times.

News

NEW DELHI: Financial products in India have traditionally been marketed to men but that is starting to change as an increasing number of women choose to make their own investment decisions.

Case Study

Ariel Matic, the premium laundry detergent brand owned by P&G, built on its previous 'Share the Load' campaign by persuading dads to do more laundry and promote gender equality.