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Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Article

This paper discusses how best to manage agencies from a client's point of view; including an overview of relationship models, and recommendations on effectively managing outsourced communications.

Opinion

The year 2016 is likely to be remembered for two political events that sent shockwaves around the world: Brexit and the election of Donald Trump as president.

Article

Brief writing is a core discipline that obliges the author to specify exactly what is required and expected in a compelling way, and affords a reference point against which to judge any outcome.

Article

This article considers the profound problems faced by the advertising and marketing industries as they lose their ability to create what sells brands better than anything: trust.

Opinion

In the October issue of  Admap, we considered how the homogeneity of agency briefs, across disciplines and geographies, is antithetical to the goal of differentiation.

Article

This article considers a future in which the advertising industry adopts the disruptive innovation of crowdsourcing to generate not just different ideas, but different kinds of ideas - a task for which you need different kinds of people.

Case Study

This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

News

ISTANBUL: Turkey has been the source of award-winning mobile campaigns but mobile budgets remain a small proportion of the total marketing budget and their limited size is a brake on industry growth, according to a new study from Warc and the MMA.

Article

This article explores the demographic, socioeconomic, technological and attitudinal shifts that are fundamentally changing the nature of parenthood.

Opinion

In August I delivered a Warc webinar entitled 'Beyond boring briefs: How to inspire great work' and it garnered the most attention and follow-up requests of any that we've done together.

News

NEW YORK: Kraft Mac & Cheese won the Grand Prix at the 2016 Jay Chiat Awards for Strategic Excellence with its "Blind Taste Test" campaign, where the brand reformulated its recipe but did not promote this change for three months.

News

NEW YORK: Kraft Mac & Cheese, Pedigree and Comcast's Xfinity were all among the big winners at the 2016 Jay Chiat Awards for Strategic Excellence held in New York City last night.

Case Study

This case study describes how Under Armour, an American clothing brand, took a cultural insight into an athlete's play and brought that idea to life with the help of a computer game.

Case Study

This case study describes how REI, a US outdoor goods manufacturing co-op, invigorated the brand by encouraging shoppers to spend the biggest shopping day of the year outdoors.

Case Study

This case study describes how Gatorade, an American manufacturer of sports beverages, cemented the legacy of a leading female athlete by deactivating her social media accounts.

Case Study

This case study describes how Pedigree, the Mars-owned US pet-food brand, tapped into smart scientific enquiry to understand why dogs are so special and what difference they make in people's lives.

Case Study

This case study describes how Microsoft, a US software and tech giant, gave girls role models and raised awareness of the significant contribution of women in Science, Technology, Engineering, and Math (STEM) by celebrating all things that are 'Woman Made'.

Case Study

This case study shows how Kraft Foods, an American food producer, announced the biggest change in its popular Blue Box Kraft Mac & Cheese by not saying a word about it.

Case Study

This case study describes how an insight into kids, illness and beds ignited awareness for the flagship programme of the Children's Cancer Association: MyMusicRx, a charity dedicated to the healing power of music.

Case Study

This case study describes how PayPal and Airbnb incentivised its global consumers to book an Airbnb using PayPal during the holiday season with a $50 off coupon.

Case Study

This case study demonstrates how the American Cancer Society (ACS), founded in 1914 by a group of physicians and community leaders with the determination to put an end to the suffering and loss of life, managed to reverse a decade-long problem of declining donations.

Case Study

This case study describes how the California Milk Processor Board, a statewide initiative, reinvented and reimagined milk's relationship with food for California in 2015 resulting in changed perceptions, new engagements and, most importantly, an increase in consumption and purchase frequency.

Case Study

This case study describes how Tillamook, a farmer-owned dairy cooperative from the Pacific Northwest in the United States, scaled their business across the West in 2015 by winning over millennial food lovers.

Case Study

This case study demonstrates how Seamless, the market leading food delivery service connecting diners and restaurants across NYC, transcended competition and elevated the brand by connecting with people's proud New York identity.