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Article

Snapchat users tend to be very active on the platform, but unlike other social media platforms, they don’t accrue many followers and much of their interaction is with close friends – so brands need a different strategy.

Case Study

Tecate, the Mexican beer brand, used a campaign against domestic violence to increase sales in Mexico.

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.

Case Study

Sportswear manufacturer adidas launched a campaign to support disabled athletes in India.

News

RIYADH: AMC Entertainment, the largest cinema chain in the US, has announced that it will be the first cinema company to open a commercial theatre in Saudi Arabia after the conservative kingdom recently lifted a 35-year ban.

News

LONDON: Advertisers in the UK are ramping up the pressure on Facebook over the data breach controversy currently engulfing the company, with reports they may pull their budgets if it fails to provide assurances about the security of users’ ...

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

News

NEW YORK: The decision of more than a dozen brands to sever their links with the National Rifle Association in the wake of the Parkland shootings of 17 students and teachers has increased pressure on others to dump the gun lobby as a boycott ...

Case Study

Seedlip, a non-alcoholic spirits brand, designed the bottle for its launch based on botanical illustrations to stand out from the sickly sweet non-alcoholic drinks category.

Case Study

HP, the American technology company, raised awareness of print security as a category and increased B2B sales in Canada through an educational documentary.

Article

Turner, the media company, has shifted its marketing focus away from talking about "consumers" and is instead focusing on "fans".

Article

Volvo USA, the automaker, has enjoyed clear benefits from adopting a "non-linear" storytelling approach in its advertising.

Article

Provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

Article

Tecate, the beer brand, effectively tapped into a major political controversy to make a clear, authentic statement about its brand values.

Article

Amazon, the ecommerce giant, seeks to drive authenticity by ensuring that the customer perspective feeds directly through to its advertising and marketing.

Article

Anselmo Ramos, co-founder of DAVID, gives his tips for clients to improve their agency relationships – and their creative work.

Research Paper

This research compared the effectiveness of fear and hope appeals in green communications when the issue was framed as either global or local.

Case Study

Car brand Land Rover used its sponsorship of Ben Ainslie Racing in the America's Cup to shift perceptions and drive interest in the new Discovery.

Article

Highlights the benefits, and increasing popularity, of audio branding and provides marketers with key tips on enhancing their audio branding efforts.

Research Paper

YouGov used connected data to discover success factors of mobile apps in the US and predict what apps will be popular in 2018, based on its findings.

News

GLOBAL: Hong Kong is the most visited city in the world, after attracting 26.6m global travellers in 2016, according to new rankings that are dominated by Asian cities.

Article

Examines the changes in journalistic practice over the last five years, specifically in response to technology and the evolution of social media, and the lessons for qualitative researchers.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

News

NEW YORK: CNN, the news channel, currently makes an estimated $370m from its digital operations, but it has developed a five-year plan to triple its digital revenues to $1bn by 2022.

Article

This article explores Google and Facebook's digital duopoly, as the two largest players in the digital advertising market are growing faster than any other competitors.