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Case Study

Tecate, the Mexican beer brand, used a campaign against domestic violence to increase sales in Mexico.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

This Company Profile from Euromonitor provides key details and analysis of LVMH, the owner of brands such as Christian Dior and LV.

Article

Examines how marketers can make use of the pratfall effect, where flaws make a thing more likeable, to improve brand image.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

News

VANCOUVER: Lucara Diamond, a Canadian firm, has announced its acquisition of a blockchain platform with the potential to match rough diamond production with polished demand, as an industry that has long struggled with traceability suggests where ...

Article

Outlines the types of technologies available to shopper marketers and establishes a strategic framework by which third-party brands can enhance the effectiveness of their in-store marketing.

Research Paper

More than 100 years ago, the term conspicuous consumption was coined. In the economist tradition, emphasis was always on the demonstration of wealth, income, and status by material purchases.

Article

Details research from MMR on what drives perceptions of premium across FMCG and, using its findings, provides tips for brands to better their communications.

Opinion

Richard Shotton’s new book The Choice Factory is about the decisions we make every day, and the biases that complicate them.

Article

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.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Brand Purpose category of the 2017 WARC Awards.

Article

Provides an overview of the legal cannabis and tobacco markets, including regulation and supply chain and tobacco implications.

Article

Brazil’s largest brands have faced a challenging business climate in the recent past, but many of these players have also demonstrated how to flourish in tough times.

Case Study

Antarctica, the beer brand, increased brand preference scores in Brazil with a two-season webseries addressing current and engaging topics through relatable characters.

Research Paper

An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.

Case Study

Beer brand Tiger used TV print and OOH to build awareness of its Street Football Festival and boost sales in Cambodia.

Article

This article describes some of the applications and use cases for AR at all stages of the shopper journey, backed by omnichannel purchase journey insights, creating a new concept dubbed Augmented Retail.

Article

This short article examines In Your Creative Element: The Formula for Creative Success in Business by Claire Bridges.

Research Paper

This paper describes a cluster analysis, using the K-means method, conducted on a quota sample of 1,260 Chinese consumers of imported wine interviewed via an online questionnaire.

News

MEXICO CITY:  AB InBev, the global brewing company, will attempt to speak to Mexican workers planning to cross the border to the US for a life of poorly paid work by offering the opportunity to become small business owners selling the ...

Research Paper

This paper reports the findings of a study by beer brand Heineken exploring whether beer-food pairings, as predicted by big data machine-learning algorithms, are successful when tasted by real consumers in France and the US.

Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.