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Article

This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.

News

MELBOURNE: Australia’s advertising industry has been quick to jump on board the fight to legalise same-sex marriage in the country, with hundreds of industry professionals pledging not to work on anti-marriage equality campaigns.

Article

This report highlights trends among the campaigns entered into the 2017 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches, metrics and regional variation.

Case Study

This case study describes how Egyptian snack brand Chipsy softened the blow of a price rise using an on-pack promotion, TV, outdoor and social media.

Case Study

This case study describes how potato chip brand, Chipsy, used its packaging as a sports-betting medium to boost sales in Egypt and leverage its sponsorship of the UEFA Champions League.

Case Study

The case study describes how PepsiCo energy drink brand Sting used TV, digital and sampling to launch the brand and redefine the sector in Egypt.

Case Study

This case study describes how Chinese mobile brand Tecno used an innovative TV campaign to launch its C9 smartphone in Egypt, during Ramadan.

Case Study

This case study describes how soft-drink brand Pepsi used digital and traditional media to connect with Egyptian youth and regain its association with music.

Article

This webinar replays WARC's session: "Lessons from the world's best campaigns" at the Cannes Lions festival this year.

News

LONDON: Senior executives from Diageo, Marriott International and Facebook are joining the judging panel for the Effective Use of Partnerships and Sponsorships category in the WARC Media Awards, announced today.

News

CANNES: For the agency team behind Ariel’s WARC 100 topping Share the Load campaign, a point of view remains central to communications, as the strategy depended on spurring people to act.

Article

This event report identifies key learnings from Ariel, the P&G-owned detergent, Share the Load campaign, with the creative and strategic team that put the work together.

Article

This article argues that strategists, in spite of constantly talking about emotions, actually treat emotional communication rather crudely - only referencing one emotion, or only understanding them as a desired consumer response.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

Case Study

This case study describes how Mars, the confectionery and food manufacturer, reversed declining growth and increased sales of its Maltesers snack through its portrayal of disability in its advertising.

Article

This article argues that being liked by consumers is unnecessary for brand success and that it is unlikely to happen.

Case Study

This case study shows how DB Export, a beer brand, increased sales by asking New Zealanders to drink more beer as a way to help produce biofuel and save the environment.

Case Study

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

This case study shows how Ariel, a detergent brand, used a social campaign to engage with its Indian audience and increase brand awareness.

Case Study

This case study shows how Pedigree, a dog products brand, promoted its social platform and increased brand equity in Russia by focusing on the social misconception towards people with Down Syndrome.

Case Study

This case study explains how Extra, the chewing gum brand owned by Wrigley's, used an emotional film to increase sales in the US.

Case Study

This case study shows how Reprieve/FFR, a human rights organisation, drove change regarding drone strikes on Pakistan, using a viral campaign that gave a face to its innocent victims.

Case Study

This case study explains how the UK electronics retailer Currys PC World increased sales around Christmas by being honest about the stresses and difficulties of the period and positioning itself as the solution in a humorous TV ad and social media campaign.

Case Study

This case study explains how Skittles, the confectionery brand owned by Wrigley, increased sales around Christmas in Canada by allowing people to trade in bad gifts for Skittles.