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Article

This article explores the link between long term memory encoding and commercial effectiveness, and how marketers can use neuroscience to create more effective campaigns.

Case Study

This case study describes how Harrogate Spring Water, a UK mineral water brand, achieved cut through in the tough British water market with a redesigned bottle and a new brand positioning.

Article

This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.

Article

This article demonstrates how brands can use packaging to convey their stories and build up a mythology around them.

Research Paper

Current practice in the field of neuromarketing either regards physiological measures as superior to self-reporting or uses just one type of measure.

Article

This article offers six practical issues video creators must consider when optimizing video content for Asia's mobile-driven landscape.

Article

This Company Profile from Euromonitor provides key details and analysis of Danone, the owner of brands such as Evian, Volvic and Aqua.

Case Study

This case study explores how JuiceBurst was transformed over three years from being largely unknown to one of the UK's fastest growing beverage brands.

Article

This event report looks at how two different brands, O2 and Evian, leveraged their sports sponsorships during 2015.

Article

This article argues that in a 'new marketing age', brands need to compete for people's attention with more things than ever before - and need to do so by delivering an extraordinary performance.

Article

This article summarises the results from the EMEA region for the 2015 Warc 100, which ranks the world's best marketing campaigns based on performance in effectiveness and strategy competitions.

Opinion

James Hurman, Admap columnist and founder of Previously Unavailable, has just posted his annual 'Cases for Creativity' essay.

News

Campaigns for FMCG brands dominated the rankings of most-viewed case studies on Warc this year, with 'Mariachi', a humourous campaign from AMV BBDO for snack brand Doritos, taking the number one spot.

Article

This article explains how experimental methodology can be used in ad-testing to overcome the limitations of conventional tools.

News

JAKARTA: Soft drink brands in Indonesia are facing increased competition in a slowing economy but are continuing to invest because of the country's long-term potential.

Article

This Warc Trends Report analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow.

Article

This is the summary version of Warc's Seriously Social 2014 report, which analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow.

News

BRUSSELS: A campaign to promote the Sony Playstation PS4 has won the top award at the 2014 EACA Euro Effies, with Audi, Evian and Unilever among the other big name brands to be recognised.

Case Study

This case study describes how Evian, the bottled water brand, communicated the brands' connection to the benefits of being young to influential professionals in Belgium, France, Switzerland and the UK.

Article

This article reviews and summarises the book 'Viral Marketing: The Science of Sharing', by Karen Nelson-Field, which offers advice on video sharing.

Opinion

Using Media Z Anna Breslauer, MEC, examined the audience perceptions of the two iconic sporting events and how these affect brand partnerships.

Article

This essay argues that to succeed in the digital age brands must genuinely care about their customers and offer a unique, quality experience.

Case Study

This case study describes an international campaign by Evian, the bottled water, which reinforced its 'youth' brand.

Case Study

This case study describes a global campaign by bottled water brand Evian, which invited people to meet their 'inner baby', a new take on the brand's long standing 'youthful' messaging.

Research Paper

How harmful is a parody for the target brand? To address this question, the current study focused on negative advertising parodies created by amateurs and spread through social media.