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Article

This article provides an overview of the thinking and reading on the subject of experiential marketing and sampling, both live activities that involve direct interactions with audiences that can have an impact indirectly.

News

Kumbh Mela is probably the single biggest religious festival in the world, attracting millions of Hindu pilgrims who come to bathe in sacred rivers, and its focus on cleansing and purification has again drawn the attention of marketers of FMCG ...

Article

Part of WARC's Marketer’s Toolkit 2019, this report shows why offline experience will matter as much as online customer experience (CX) in 2019.

Article

Part of WARC's Marketer’s Toolkit 2019, this report looks at the trend of in-housing and whether it provides adequate utility for brands.

Article

Shares research with leading global CMOs that uncovers common threads, solutions and best practices to address the challenge from agile, direct-to-consumer competitors and the move to online sales.

Opinion

Grand Prix winner of the 2018 WARC Awards’ Effective Content Strategy category, Coca-Cola’s campaign around the African Cup of Nations in Egypt proves that a single-minded message is not always the answer.

Article

Artificial intelligence (AI) is helping bottlers for the Coca-Cola Co., the beverage company, gain a clearer view of emerging customer trends.

Article

This article considers the relationship of semiotics to science. A history of semiotics is provided.

Article

This article examines key insights and reading on OOH effectiveness, a medium now in the thrall of digitisation, with the added capabilities of greater measurement and interaction.

Article

This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.

Article

Summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.

Article

While the attention economy focuses on clicks, shares and instance gratification, out-of-home (OOH) advertising can achieve long-term brand salience and value.

Article

Provides guidance and reading on a now common aspect of brand building – partnerships – in which two or more brands collaborate for mutual benefit.

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

News

India’s changing media landscape – with broadcasters and publishers responding to demand for local language content – is being mirrored in the influencer market as brands make greater use of regional stars.

Article

This article provides guidance and extended reading on using the senses in marketing, cutting through clutter with positive associations and subconscious purchase drivers.

Article

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Article

Brands can make their assets work harder if they follow certain key rules – Martin Guerrieria, Global BrandZ Research Director at Kantar Millward Brown, explains their influence.

News

Altria Group, the maker of Marlboro cigarettes, is in talks with a Canadian cannabis company as it seeks to diversify from its core tobacco business.

Article

Dan Ramsay, consumer marketing director at BT, draws on his experience of launching BT Sport to highlight five key things to avoid when you launching a new brand.

Case Study

Sprite, a soft drinks brand, increased awareness of its new sugar-free formula in Brazil by helping students memorise their formulas ahead of college admission tests through music videos and songs streamed on Spotify.

Research Paper

Facebook, the social network, and Saïd Business School at the University of Oxford partnered in the UK to look into whether social media can build brands.

Case Study

Soft drinks company Coca-Cola created FanFeat, a competition for music fans, to boost sales among 12- to 24-year-old Brazilians, achieving record teen engagement and an increase in Coke sales.

Article

Identifies consumer trends that will impact the wellness industry in 2019 and beyond, highlighting high-growth opportunities to help brands foster innovation, spark growth and connect with consumers.

Opinion

In December 2017, we wrote about what would happen in the next twelve months. WARC’s Head of Content, David Tiltman, looks at how we did ahead of our predictions for 2019.