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Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Article

This article examines how attribution modelling has emerged as a dynamic alternative to macro marketing mix models and helps marketers move from measuring to managing ROI - but the science is still raw, so the industry will have to integrate the best of both.

Article

This event report outlines how planners are helping Yum! Brands ensure its quick-service restaurants remain truly relevant for consumers.

Case Study

This case study describes how Caramel Films in Spain came up with a one-of-a-kind criteria for deciding which film out of three available it would distribute.

Case Study

This case study describes how the Peruvian Cancer Foundation re-energised its annual fund-raising campaign to collect money for children with cancer.

Research Paper

When writing questions with dichotomous response options, those administering surveys on the web or on paper can choose from a variety of formats, including a check-all-that-apply or a forced-choice format (e.g.

Case Study

This case study demonstrates how the National Depression Initiative (NDI) in New Zealand used an online self-help tool to deliver medically significant improvements in depression sufferers and reduced costs for the Ministry of Health.

Case Study

This case study describes how Nivea, the body care brand, promoted its in-shower body lotion to women aged 30-45 in France, Germany, Italy and Turkey.

Case Study

This case study explains how Kmart, the discount retailer, introduced a new gas savings offer with a humorous TV ad in the US.

Case Study

This campaign boosted admissions at a Peruvian engineering university with an innovative billboard.

Case Study

This case study describes how OREO, the US cookie brand, celebrated its centennial anniversary via social media to rejuvenate the brand.

Article

This event report discusses how PepsiCo, the food and beverage corporation, is reframing the role of marketing, based on examples from Nike+ to innovative forms of outdoor advertising.

Case Study

This case study discusses how Tata Docomo, the smartphone brand, aimed to differentiate itself in India's intensely-competitive mobile telecoms market.

Case Study

This case study covers Tata Docomo's efforts to improve perceptions of the quality of its mobile network coverage in India.

Article

This article describes three dominant models in client-agency relationships, and argues that clients are looking for best in class services.

Article

This article, taken from the Warc Toolkit 2014, examines how brands can stand out in an increasingly crowded content space.

Case Study

This case study describes how Pão de Açúcar, the premium supermarket chain in Brazil, built on its existing customer loyalty program with a birthday message.

Case Study

This case study describes how Pao de Acucar Mais, the premium supermarket chain in Brazil, built on its existing customer loyalty program with a birthday message.

Case Study

This case study describes how Mitre 10, the DIY retailer in New Zealand, differentiated its brand from its main competitor in order to end a dependence on price promotions.

Case Study

This case study describes a campaign by the Health Promotions Agency of New Zealand, which aimed to raise awareness and information-seeking regarding depression.

News

CAPE TOWN: Marketing campaigns that benefit the wider community as well as the brand are gaining traction in Africa, with this category the fastest-growing at the recent Loeries communications awards.

Opinion

Getting pricing right is a pretty fraught issue for brand owners. But what should the responsible marketer be doing to make things easier? The Psychology of Price, creative agency Draftfcb's latest Breakfast Club event, held in London this morning, aimed to offer some answers.

Case Study

This case study describes how Celcom, the Malaysian mobile operator, launched a campaign aimed at boosting voice revenue.

Case Study

This case study describes how Nivea, the personal care brand, launched a deodorant range in Australia, where it is better known for its skincare than its deodorant expertise.

Research Paper

This case study examines how PFLAG - Parents and Friends of Lesbians and Gays - used mobile to raise funds in order to provide more support for the families of Canadian LGBT youth.