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Case Study

Bodyform, the feminine hygiene brand, used a TV ad and social media to break taboos and connect with women in the UK.

Article

Global strategies, campaign updates and trends in the hair care category.

Article

IBM, the tech company, and Unilever, the consumer packaged goods manufacturer, joined forces to experiment with using blockchain technology in the media-buying process.

News

GLOBAL: Nike, the sportswear brand, is the top brand in the 2018 Gunn Media 100 rankings, while FMCG business Unilever is the top advertiser and the top campaign is for McDonald’s fast-food chain in Singapore.

Article

Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.

Article

Explains the roles that a sceptic and enthusiast can play in helping to find and develop a brand purpose.

Article

The WARC 100 is an annual ranking of the world’s best marketing campaigns and companies, based on their performance in effectiveness competitions.

Article

Unilever, the consumer packaged-goods manufacturer, is taking a holistic approach to tackling the problems facing the digital supply chain.

Opinion

Jem Fawcus is the owner and group CEO of qualitative research company Firefish whose clients include Unilever, PayPal and Twitter.

Article

Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.

Gunn Report

Contains the creative for the 'Dear Media' campaign for Dove by the agency SapientRazorfish in the USA.

Article

Looks at how brands are having to adopt more inclusive and nuanced approaches in order to adapt to changing demographics and modern family structures, including challenges to gender stereotyping and kids' influence in purchase decisions.

Case Study

Toiletries brand Dove launched the localised campaign #ChangeTheRhyme to make the brand's iconic Real Beauty concept more relevant to women in India.

Case Study

Miracle-Ear, an American hearing aid company, targeted prospects developing consistent messaging across media tactics.

Article

Provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

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.

News

BEST OF 2017: Though marketing is so often concerned with the new and the next, a case study documenting John Lewis’ development of its 2012-15 advertising strategy continues to hold lessons, the list of WARC's most read case studies of the ...

News

DUBAI: Brands that want to do well in the Middle East and North Africa need to “step out of their comfort zone” according to a leading brand marketer in the region.

Article

Anselmo Ramos, co-founder of DAVID, gives his tips for clients to improve their agency relationships – and their creative work.

Article

The notion of bravery is an important aspect of marketing in the MENA region and formed the theme of a Marketing Society event in Dubai.

Article

This article provides guidance and reading on the tactic of stunt marketing - a form of experiential marketing that aims to generate buzz and boost engagement.

Case Study

Heist Tights, a hosiery brand, created a socially responsible campaign in the UK that pushed back against the objectification of women in advertising.

Research Paper

In 2016, as part of the Dove Self-Esteem Project, Dove reaffirmed their commitment to positively impact young lives by inspiring women and girls globally to develop positive relationships with their appearance.

Article

Brand purpose has seen a backlash in 2017, and the challenge for brands in the coming year will be recognising when (and how) purpose can drive sales as well as social good.

Article

WARC's Toolkit 2018 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.