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Case Study

Beverage brand Fanta revitalised its brand awareness in Australia through engaging its customers in the campaign itself.

Opinion

Brands would do well to take a leaf out of the Apple playbook and aim for a much simpler strategy, says Tim Williams, and offers a step-by-step guide on how to do just that.

Case Study

Chinese brand Huawei used a multichannel approach to launch its dual-lens P9 handset in Malaysia and beat Apple in the process.

Case Study

Soft drink brand Coca-Cola used a multimedia campaign to develop a long-term role for the brand by associating it with the Thadingyut festival in Myanmar.

Case Study

Sponsor, a sports drink brand in Thailand, increased its sales by building a connection with sports lovers by helping them support the Thai national football team.

Case Study

Ayurvedic toothpaste brand, Dabur Red, used a TV strategy to grow sales and disrupt buying habits in India's toothpaste market.

Article

This article explores some of the research behind the contentious claim that a sophisticated suite of data analytics helped Donald Trump to win the 2016 US election.

Research Paper

This paper explains how the BBC conducted research to evaluate the role of different emotions in content marketing, and shows that neuroscience technology plays an important role in measuring content effectiveness.

Case Study

This case study highlights several campaigns run by the award-winning advertiser ANZ Australia including the 'push for an equal future' and 'GAYNZ - A bank fit for a queen' campaigns.

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.

Case Study

This case study explains how IBM, a technology brand, transformed the clichés of cloud computing with its 'Cloudscape' campaign which ran in the US.

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.