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Opinion

Ben Shaw, Head of BBH Live, and Jack Colchester, Senior Data Strategist, from the team at BBH London that created the Grand Prix-winning KFC Dirty Louisiana campaign in this year’s WARC Awards / Effective Social Strategy, highlight the difference between an impression and a lasting impression.

Article

Expresses how behavioural data might be essential in encouraging precision targeting across channels, but can lead to brands confusing brief excitement with long-term affinity.

Case Study

Comparison website coverfox.com used a multichannel campaign to change the narrative around the category and make young people in India care about insurance.

Case Study

Insurance company Income used TV, social media and OOH to sell more life insurance and retirement plans to young people in Singapore.

Case Study

St John Ambulance (SJA), a British NGO that teaches first aid, managed to reach parents across the UK to teach them about baby CPR with its 'Nursery Rhymes Inc.' campaign.

Case Study

Samsung, a technology brand, partnered with the comedian Jack Whitehall to introduce its 'Samsung School Of' campaign to help drive brand love in the UK.

Case Study

Barnardo's, a British children's charity, re-established its brand with the British public by producing an advert that broke conventions of children's charity advertising.

Opinion

Mike Teasdale discovered some of the secrets to building a successful brand when working on the launch of the New Covent Garden Soup Co.

Article

This article offers strategies for recognising and minimising biases that can lead to suboptimal thinking and decisions in organisations.

Article

Developing an effective social strategy can be difficult, given the platforms are constantly evolving, but there are some constants.

Article

Ideas are crucial to content and the best are sustainable ones that can outlast a particular campaign to communicate the brand on a long term basis.

News

GLOBAL: Campaigns for Whirlpool in the US and for KFC in the UK and Malaysia last night took the Grands Prix in the three categories of the WARC Awards, with nine Special Awards also being handed out at an event in London.

Article

Agencies are facing major challenges as industry disruption and budget shifts put pressure on old business models, but also have significant opportunities in the digital age.

Opinion

Subscribing to the notion that a change in belief will lead to a corresponding change in behaviour may seem like common sense, but Faris Yakob argues that marketers who want to do their job should look into how behaviour is actually shaped and changed.

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 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.

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.

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.