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Article

This article describes how brands can cut through marketing noise and draw their audience's attention to a specific form of communication in preference to other distractions.

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

News

GLOBAL: The marketing community not only needs to move away from stereotypical depictions of women in advertising if it is to successfully reach this group, but also to recruit more women to senior positions, an industry figure has argued.

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 event report addresses how Microsoft, the technology giant, developed a new tool for pre-testing digital ads.

News

MUMBAI: Samsung, the South Korean consumer electronics giant, is the brand that Indian consumers trust the most, according to a listing of 1,000 brands in the country.

Research Paper

This paper explores strategies on how to best balance expanding survey length with the need for concise, relevant and engaging surveys, deployed in a device agnostic format.

News

Brands need to possess agility in order to cope with a fast-changing marketing landscape, and the most-read article on the subject on Warc in 2016 explained how agility in planning and execution is making marketing strategy more dynamic.

Case Study

This case study discusses a business-to-business campaign for Dell, the computer maker, in Japan that highlighted security risks via a survey and a white paper featuring advice on how IT professionals could overcome these risks.

Case Study

This case study explains how tech company Dell India used a carousel banner to target B2B IT buyers for its Dell Storage solution.

Research Paper

This paper examines how storytelling can be implemented into methodologies for understanding brand experiences in the Japanese and Asian market.

Article

This article argues that the promise of Big Data is compromised and hindered by structural requirements built for yesterday, when Big Data is an analytics technique of the future.

Article

This article explores how to revitalise a brand, a high-value and desirable pursuit that can deliver business results without the risks of new product development.

Case Study

This case study details how Intel, a technology company, grew its World Password Day event to raise awareness of internet security in the United States.

Article

This research explores the uses of neuroscience to explore different reactions to TV commercials by Australian and Chinese-born participants, and outlines what these differences mean for brand storytelling in a cross-cultural context.

Case Study

This case study describes how Dell, a US computer company, reached out to senior business executives who heavily influence technology purchase decisions.

Research Paper

Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials.

Article

This article examines the phenomenon of Black Friday, the one-day shopping frenzy and a US retail export to the UK, and considers its effects on brands.

Article

This paper considers the changes in brand communications with women, how pro-female and empowerment rhetoric is gaining prevalence.

Article

This event report considers the consumer-centric practices of new brands and research, asking how 'radical personalisation' works, and what it does for brands.

Case Study

This case study describes HP, the American multinational electronics company's 'Lips are Movin'' video creation, for music artist Meghan Trainor in the US, which was the first music video created entirely by social influencers.

News

LONDON: Campaigns from brands such as Coca-Cola, Dell, HBO, KFC and MasterCard have been shortlisted for the 2016 Warc Prize for Social Strategy which highlights the best examples of social ideas that drive business results.

Article

This event report outlines how Giphy, the search engine for GIFs, is planning to turn these short, looped videos into a source of advertising revenue.

Case Study

This case study demonstrates how Dell, an American multinational computer technology company, used audience insight and humour to make it part of the IT conversation and become a real contender when IT decision makers in German companies considered a new hardware purchase.

Article

This event report covers LG Electronics' approach to data analytics, measurement and social listening in the Australia market.