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Opinion

Is there a way to do purpose right? If so, how can a business make it feel authentic? Cindy Gustafson, Chief Strategy Officer, Mindshare North America, and Joe Maceda, Managing Director, Invention Studio Lead, Mindshare North America, take a deep dive into the most interesting campaigns from Cannes Lions to uncover how brands can create smart, purposeful work.

Article

This event report discusses how Castrol, the multinational oil company, used mobile signal data to optimise messaging to Indian truck drivers' phones.

Case Study

This case study shows how Castrol Activ, an automotive lubricant brand, used Lightbox interactive banner technology to drive user engagement through a brand sponsored sports event in India.

Case Study

This case study shows how Castrol, a motor lubricant brand, tapped into a niche consumer segment by creating its own community-based app in India.

Case Study

This case study shows how Castrol, a non-petroleum oil brand, successfully established itself in the fast-growing market of Micro Light Commercial Vehicles (MLCV) in India.

Case Study

This case study shows how Castrol, a motor lubricant brand, successfully reached younger Indians by leveraging a sponsorship and creating a platform that spoke to their interests.

Article

This event report explains how Castrol, the motor oil company, developed a gadget that helped customers monitor the health of their cars - increasing sales in the US.

Article

This event report explains how Barclays, the bank, has used data in three different ways to improve its sales ad customer service in South Africa.

Article

This event report describes how Shell, the car fuel retailer, developed a mobile game to increase sales in the UK.

News

MUMBAI: Disney India is overhauling its business model in India in order to reduce a reliance on ad sales while also exploring alternative distribution methods.

Case Study

This case study describes how Castrol, the market leading lubricant brand in Vietnam, had to fight against the rise of low-cost brands entering the market.

Article

This article demonstrates how firms can grow profits in Asia by meeting the needs and expectations of the senior market, which has been largely ignored.

News

MUMBAI: The total value of India's top 50 brands has grown by a third (33%) since last year, representing the highest rate of growth in the 10-year history of BrandZ rankings produced by communications group WPP and agency Millward Brown.

Article

This article explains how Axis Bank, an Indian retail bank, proved the impact of advertising on its business by using structural equation modelling.

Article

This article argues that the most effective ads are emotionally appealing as these are processed subconsciously and build empathy.

Opinion

With the 2014 football World Cup in Brazil fast approaching, we've been digging in to Warc's subscriber database of cases, articles and research papers to draw out some consumer and media insights around football's biggest tournament.

Article

This report discusses how adidas successfully leveraged digital media after injuries to two of its leading endorsers - Robert Griffin III and Derrick Rose - threatened major new product launches.

Research Paper

As marketers invest more and more money into in-game brand placements, little research has tested the effects of videogame customization and controller type in relation to advertising effects, even though these factors have demonstrated importance in other areas of gaming research.

News

NEW YORK: Brand owners such as Ford, Kraft and Heineken are leveraging new approaches to creativity as they seek to engage consumers and drive revenue growth.

Article

This piece, which is based on an analysis of the papers entered for the Warc Prize for Asian Strategy, takes a look at effectiveness in Asia – the impact of marketing activity and the way it is being measured and presented.

Case Study

Total, the global lubricant giant, wanted to make a mark in Vietnam. Mobil is a premium brand in Vietnam, while Total was invisible to Vietnamese car owners.

Case Study

Although an official FIFA World Cup 2010 sponsor, Castrol, the world's leading oil brand, was not associated with football in Thailand.

Case Study

This case study looks at an advertising campaign from Castrol Magnatec in China that set out to tackle a truth the category would rather ignore – that consumers perceive all engine oils to be identical.

Case Study

Castrol's global sponsorship of the 2010 World Cup presented a great opportunity to build the Castrol brand in Japan.

Article

The 2010 FIFA World Cup offered strong media opportunities for brands in Vietnam, where there is strong interest in major sports (especially among young people) and fastest-growing digital technology take-up in Asia, But the official sponsors were not always the brands that benefited most.