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Article

Johnson & Johnson, the global FMCG company, has reinvented its marketing to focus on customer-centricity, brand experiences and content.

Opinion

Innovating through products was a recurring theme among this year’s Effective Innovation winners at the WARC Awards.

Article

Stanley Black & Decker, a company active in sectors from tools and household hardware to security and healthcare, has tapped the power of purpose to boost its marketing activities.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

Mastercard, the payments company, has tackled various issues that face any brand seeking to adopt a more integrated approach across numerous markets.

Gunn Report

Stabilo, the German manufacturer of writing instruments, launched a meaningful print campaign that gave the brand a new purpose and attitude.

Article

Online identities in China are very different to those in the West – marketers should consider media consumption patterns, compartmentalised identities and individualism vs collectivism.

Opinion

For planners, spending time outside the bubble of adland is a necessity, argues Deutsch’s Rob Campbell in an essay for  WARC’s Future of Strategy report 2018 .

Article

This Company Profile from Euromonitor provides key details and analysis of Coty Inc, owner of brands such as Rimmel and Marc Jacobs.

Article

This Company Profile from Euromonitor provides key details and analysis of The Coca-Cola Co, the owner of brands such as Minute Maid.

Article

This Company Profile from Euromonitor provides key details and analysis of luxury apparel and accessories company, Burberry.

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

Article

20th Century Fox, the movie studio, has tapped the power of data to help it make smarter marketing decisions.

Article

Reveals the books that influenced Rob Smith, chief client officer of McCann Worldgroup UK.

Article

Provides best practices for omnichannel retailing, including priorities, challenges and the state of omnichannel by region.

News

CANNES: Sir Martin Sorrell, formerly of WPP, told a Cannes audience yesterday that his new S4 Capital venture plans to go upstairs and sit at the top table like the consultants.

Case Study

Indian TV channel Colors used an integrated campaign to drive viewing figures for the tenth series of popular TV show Bigg Boss in India.

Case Study

Fast-food outlet McDonald’s used an influencer-led social media campaign to launch and drive sales of a limited edition shrimp burger in Taiwan.

Case Study

Indian channel Colors TV made a global impact when it created a social media character to promote the 11th season of reality show Bigg Boss.

Article

Explains how to implement the three main elements to marketing’s role in customer value growth and what they mean in practice.

Article

Digital audio is an investment in a growing medium, whose personal voice and strong listener attachment creates a space for advertisers to effectively engage an educated and often affluent audience.

Case Study

Libresse, a brand of feminine hygiene products, launched the #bloodnormal campaign across the world to normalise discussion of periods and establish itself as a vocal women's empowerment brand.

Research Paper

Whoozini, a social networking app, applied digital MR tools to provide critical inputs to successful new product development and innovation in the US and Singapore.

Research Paper

Provides suggestions on how brands can build stronger and more meaningful relationships with consumers, through understanding how new technologies – and voice technology in particular – are affecting people in the digital era.

Opinion

A confluence of factors caused something special to happen in the 1980s, writes the 4A’s Marsha Appel.