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Article

This article explains the reasons for digital consultancies' increasing inroads and how they compare to traditional ad agencies in creative and digital.

Research Paper

The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance.

Article

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.

Article

This article shows how marketers can satisfy short-term demands without damaging the brand's long-term health, by using better performance metrics and each of these having a separate role.

Article

This event report explores Cambridge Analytica's program of research, data analytics and digital marketing during the 2016 US Presidential election.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

News

NEW YORK: A Nike campaign that repositioned its back-to-school approach and created a new opportunity in the marketplace has won the Grand Ogilvy at the 2017 ARF David Ogilvy Awards.

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.

Article

This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant.

News

NEW YORK: In the latest issue of the Journal of Advertising Research (JAR), a team of authors from Truth Initiative make a powerful case that the proper messaging can have a meaningful effect even on addictive behavior.

Article

This paper explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.

Case Study

The Truth Initiative strives to protect a new generation of youths who are prime prospects for the tobacco industry, by engaging that audience and reigniting their interest.

Case Study

This case study shows how the UK Government increased voter registration by creating an emotional campaign targeted at expats who were considering returning home in the near future.

Case Study

This case study shows how Manthri.lk, Sri Lanka's only parliamentary monitoring platform, raised political awareness using a social experiment campaign.

Article

This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.

Case Study

This case study demonstrates how Deep RiverRock, the Irish water brand, managed to become the bottled water of choice for 18-35-year-olds in Ireland.

Research Paper

This paper proposes that empathy is the emotional token necessary to capitalise on the move toward social media and ever increasing screen time.

Case Study

This article provides excerpts from the winning case studies of the 2016 David Ogilvy Awards, including campaigns from Nestle, Boeing and Ontario Women's Directorate.

Article

This article contends that in a wave of tech and media upheaval, short termism and shifting sands, planners should not waver from the fundamentally empathetic human-behaviour focus of the discipline.

Article

This article argues that brands have to mean something, or face apathy from consumers - new research shows that brands matter in different ways from before, but they have to do something first.

Article

This article provides best practices for developing a content strategy on the most visited online video platform in the world, allowing brands to engage a different culture from the mainstream and find a place in the 'everything channel'.

Article

This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals.

Research Paper

Can a brand's "health" be associated with a company's advertising-spending patterns? The authors of the current study applied their own definition of a "healthy brand"—a brand that "experiences sustained year-on-year growth in brand sales over the long term" (Mirzaei, Gray, and Baumann, 2015)—to a model that builds on earlier brand-performance and ad-budgeting theories.

Article

In this article, Jim Lewcock, founder and CEO of The Specialist Works discusses the books that have influenced him the most.

Opinion

The latest content on Warc includes new insights on digital ROI, brand growth and the rise of crowdfunding.