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Case Study

Volkswagen, the German carmaker, launched its T-Roc model on the Italian market through a cross-media campaign.

Opinion

The heretical Faris Yakob revisits the perennial argument about the nature of advertising.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2018.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.

Case Study

Malaysian biscuit brand Lexus gained penetration and market share by running a multimedia campaign around a new product launch focusing on mothers and families.

Article

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.

News

The #MeToo spotlight is shining on India’s advertising industry as allegations of sexual harassment and misuse of power by senior agency executives continue to emerge.

News

Agencies and clients may have the same goals but tensions often arise when the two differ on how to get there, according to two senior client and agency executives.

Article

Global FMCG company Johnson and Johnson and its Indonesia agency partner DDB believe that good client-agency relationships are like a healthy marriage.

Case Study

Art Fund, an independent membership-based British charity, increased awareness of its Art Pass in the UK by launching a multimedia campaign, which included a film and Student Art Pass Tinder profile.

Case Study

McDonald's, a fast food chain, partnered with a Montreal hockey team to offer fans a promotion where if Montreal scored the first goal of the game, My McD's app users in Quebec received free fries.

Case Study

Volkswagen, an automotive brand, increased test drives and sales of its Golf vehicles in Canada by leaving the reputation of its brand in the hands of Golf drivers through an online forum.

News

Planners and creatives in Asia consider their partnership to be important – but there is room for improvement.

Article

Planners and creatives in Asia consider partnership to be important – but there is room for improvement.

Case Study

The Irish Times, an Irish daily broadsheet newspaper, turned their newly launched digital subscription service into a future-proofed and viable revenue generator and halted the decline of a newspaper to deliver a ROMI of €4.26.

Research Paper

This article is concerned with qualitative descriptions of the morphological structure of Twitter interaction network topologies.

News

Campaigns designed around solving problems, offering utility and sharing by influencers, are among the key trends highlighted in a new WARC report on innovation in marketing.

Article

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.

Opinion

Innovating through products was a recurring theme among this year’s Effective Innovation winners at the WARC Awards.

Case Study

Skin and baby-care brand Johnson's used an integrated campaign in Indonesia to grow sales and establish itself as a baby-care expert in a category that lacked differentiation.

Gunn Report

Netsafe, a non-profit organisation that focuses on online safety, tackled global cybercrime by using a computer-generated bot that ‘re-scammed’ the scammers.

Research Paper

Provides lessons for TV planners and advertisers based on the results of research from Belgium that examined attention levels to TV programmes.

Gunn Report

Stabilo, the German manufacturer of writing instruments, launched a meaningful print campaign that gave the brand a new purpose and attitude.

Opinion

Social media has changed dramatically from the last decade. DDB Latina's Juan Isaza examines the shift in how we use social.

News

NEW YORK: The whole point of advertising at the Super Bowl is to find as many engaged viewers as possible.