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Case Study

IHOP, the restaurant chain, used a stunt built for social media and PR to generate buzz and increase sales in the US.

Article

HSBC, the financial-services provider, used an innovative, customer-facing robot to drive various core metrics at its flagship branch in New York City.

Article

Looks at digital transformation in the travel environment, including seamless travel, the customer journey and how the industry is future-proofed for success.

Article

This article examines marketing-mix models and how data issues are limiting marketers’ capabilities. As the Internet grew in the nineties, challenges emerged for the availability of causal data that fueled marketing-mix models, as it created difficult-to-measure touchpoints.

Article

Many brands default to dull, hyper-corporate video content but bringing it to life can be easy if marketers follow some easy tips.

Case Study

Fundación Mujeres en Igualdad, the Women in Equality Foundation, helped women feel safer when hiring home services in Argentina by launching a mobile app that offered women home services exclusively performed by women.

Case Study

The Louvre Abu Dhabi, a museum in the UAE, used an innovative combination of out of home and radio to increase visits.

Case Study

Volvo, the car brand, used livestreams and VR around a solar eclipse to showcase its new XC60 model in the US.

Article

This report examines current and future trends in the global video industry, including a decline in linear TV ratings (especially among younger audiences) and increasing data application to linear television.

Article

Neuro-Insight found a new approach to planning and creative, which uses neuroscience principles tounderstand and harness the impact of sound, in order to boost campaign effectiveness in a changing media landscape.

Research Paper

In Germany, skincare giant Beiersdorf compared human-driven and machine-driven qualitative research to ascertain which approach can best identify innovation opportunities.

Article

Procter & Gamble, the consumer goods giant, is elevating multicultural marketing as it seeks to do good and drive growth at the same time.

Case Study

Indian news outlet Republic TV launched a news show centred on celebrity newscaster Arnab Goswami with the aim of becoming the leading English news channel within four weeks of launch.

Case Study

Insurance brand Manulife used an online comedy video to reposition itself in the market to appeal to millennials in the Philippines.

Case Study

Bench, a Filipino fashion brand, increased its connection and relevance among younger people in the Philippines with a campaign around accepting homosexuality.

Case Study

The National Union of Journalists of the Philippines, a Filipino journalist trade union, combatted the spread of fake news by releasing a browser plug-in app that alerts the user to flagged articles.

Article

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

News

In a big fightback for market share, Snapchat has launched “Snap Originals” – unique content that includes drama, horror, mystery and comedy, designed specifically for the Snapchat platform.

Case Study

Guinness, an alcoholic beverage brand, increased its market share in the UK by launching a TV campaign, which created a cultural connection and reinforced its Made of More message.

Case Study

Ford Trucks, an automotive brand, enhanced its customers’ experience in Brazil by launching a technological safe cap that alerts drivers when they start to get tired.

Case Study

Luxury vehicle manufacturer Volvo leveraged the 2017 total solar eclipse to launch the redesign of one of its best-selling cars in the US.

Article

Discover Puerto Rico, the island’s official tourism body, faced a complex marketing environment in dealing with the aftermath of Hurricane Maria and the subsequent political controversy related to the recovery effort.

News

Viewers of international TV channels are more diverse than advertisers have previously assumed, according to new research which debunks the notion that only high-income consumers are watching.

Article

Pabst Blue Ribbon, the beer, has repositioned its brand to champion diversity, a move reflecting long-term shifts in the US population.

Opinion

Just a few days remain to enter the 2018 WARC Media Awards, a global case study competition that rewards effective comms planning.