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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

A+E Networks, the media company, found that political orientation is an increasingly powerful influence on how women react to advertising.

Article

Kleenex, the tissue brand manufactured by Kimberly-Clark, successfully built consumer engagement through a focus on caregiving and compassion.

Article

Looks at how correct and incorrect predictions made in 1998 by The Economist were for the future.

Article

British companies must renew their focus on innovation if they do not want to stagnate in the long term.

Article

Outlines six ways to build a strong brand signature from owning the central character, as in Coca-Cola owning Christmas with the Coke Santa, to brand identity emblems like the Google Doodle and physical icons such as Apple’s glass staircases.

Article

This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.

Article

A+E Networks, the media company, builds audience understanding through on-going research into the attitudes, experiences and preferences of women across America.

Article

Make-A-Wish International, the not-for-profit, successfully refreshed its brand in order to tackle widespread misconceptions about its mission and impact.

Case Study

Bassetts, a vitamin brand, redesigned its packaging to aid store navigation and increase sales in the UK.

Article

Deutsche Telekom, Channel 4, Suzuki, Disney, and Warner Brothers are among the brands that shared their learnings from the WARC Media Awards.

Article

Disney, the entertainment company, believes a range of emerging technologies have enormous potential to enhance the way it connects with consumers.

Article

Disney, the entertainment giant, is tapping a diverse range of digital channels as it expands the storytelling options available to its brands.

Case Study

The Indian Pro Kabaddi League (PKL) made kabaddi a popular sport among children through a much-loved animated cartoon.

Article

Discusses the race between Apple, Google, Facebook, Snapchat and Twitter to win a slice of the long-form, original video market and how the outcome is likely to have a major impact on video content consumption habits globally.

Article

This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.

Article

Content marketing can be difficult in a large organisation where siloes exist and practitioners need to find both allies and money.

News

NEW DELHI: Walt Disney’s landmark $52.4bn deal with 21st Century Fox made headlines around the world last week and India is one of the major markets where it is likely to have far-reaching implications.

Article

This article explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

Article

The growth of the internet and the convergence of IT and advertising will slowly lead to marketing being conducted on small set of dominant design platforms.

Article

How brands can crack the unspoken rules of Chinese consumer culture, including the role of brands in projecting personal status, emphasizing personal payoffs and offering reassurance.

Article

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.

News

GLOBAL: Campaigns from Unilever, Vodafone and Walt Disney are among the 20 papers that have been shortlisted in the Effective Use of Data category in the 2017 WARC Media Awards.

Case Study

Disney launched Rogue One, its second film in the Lucasfilms Star Wars franchise, using a data and technology infrastructure that enabled a personalised video and content experience across multiple platforms.

Opinion

Following the release of Mindshare’s Media Multiverse research, three of the agency’s leaders discuss the industry shift towards franchises that live across a mosaic of platforms, and away from linear storytelling on one channel.