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Case Study

This case study explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.

Case Study

This case study shows how St John Ambulance, a first aid charity, created a series of educational yet humorous ads to teach parents across the UK about baby CPR.

Article

This article examines the potential value of purpose-driven advertising to brands and how Dove, the consumer goods brand, has delivered great economic and societal value.

Case Study

This case study explores how Harbin Beer, a leading beer brand produced in China, initiated a worldwide campaign by connecting sportsmanship, in relation to the Olympics, with a celebratory beer.

News

LONDON: Needs in the 21st century are mostly satisfied, and there is no such thing as an untouched category, therefore new brands must aim to create fame at launch and capitalise on a sense of shared excitement.

Article

This short report summarises the results for the FMCG category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.

Case Study

This case study reveals how the US video streaming service Netflix made itself noticeable through the most-watched presidential debate in American history to promote the launch of TV show House of Cards' new season.

News

SINGAPORE: Leading executives from Coca-Cola, Johnson & Johnson and Bajaj will assist in judging the 2017 WARC Prize for Asian Strategy, which offers a $10,000 Prize fund for the best evidence of strategic marketing thinking in Asia.

News

SINGAPORE: Asia is leading the world when it comes to creative innovation while the US is falling behind, according to a senior agency creative.

Article

This article posits that marketers must remember that they are in the business of building customer relationships and that the best brands behave as butlers.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Case Study

This case study details how Newell Brands, a consumer goods company, reinvigorated its Mr Sketch brand of scented children's markers in North America.

Article

This exclusive report analyses the most effective social media campaigns, including an in-depth review of how social strategy drives effectiveness and practical suggestions for other brands to follow.

Article

This event report outlines how General Mills, the fast-moving consumer goods group, is transforming its model of agency remuneration.

Case Study

This case study shows how Philips, an electronic appliances brand, grew its air purifiers market share by making air pollution a personal issue.

Case Study

This case study describes how England Rugby 2015, the task force behind hosting the Rugby World Cup competition in England, launched a campaign celebrating the tournament to sell tickets and exceed its revenue target.

Case Study

This case study shows how NTUC Income, one of Singapore's largest insurers, created a Tinder-style digital tool to engage customers - in a category with a tendency towards low consumer engagement.

Case Study

This case study describes how Barclays, a major bank in the UK, changed its business strategy to include social responsibility, transforming its reputation and business success.

Case Study

This case study shows how The Guardian, a newspaper brand, launched a bold campaign claiming ownership of the weekend to directly engage with its loyal readers.

Case Study

This case study shows how Vaseline Men, a grooming brand, highlighted the product's healing capabilities with a digital campaign that focused on Thai men's worst fears.

Case Study

This case study shows how Nihar PCN, a hair oil brand, successfully increased sales and brand awareness in India by focusing its campaign on gender stereotypes.

Opinion

In August I delivered a Warc webinar entitled 'Beyond boring briefs: How to inspire great work' and it garnered the most attention and follow-up requests of any that we've done together.

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.

News

NEW YORK: Kraft Mac & Cheese won the Grand Prix at the 2016 Jay Chiat Awards for Strategic Excellence with its "Blind Taste Test" campaign, where the brand reformulated its recipe but did not promote this change for three months.