News
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19 April 2018
NEW DELHI: Overall levels of brand trust in India are falling, with a “trust gap” emerging, according to an annual consumer survey to establish the country’s most trusted brands.
Article
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Alex Brownsell, WARC Trends, April 2018
Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.
News
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18 April 2018
NEW YORK: The Association of National Advertisers (ANA) and Cannes Lions International Festival of Creativity have launched a CMO Growth Council to represent the voice and priorities of a slate of leading marketers.
News
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17 April 2018
CINCINNATI: Procter & Gamble, the FMCG business, claims to have achieved many of its 2020 environmental sustainability goals, and has announced new, broad-reaching goals for 2030.
Opinion
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Clive Baker, April 2018
Despite the rise of digital media, and therefore digital advertising, its complexity has led to a sense of paralysis and confusion for some marketers.
Article
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WARC Best Practice, April 2018
With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.
News
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10 April 2018
BEIJING: The twelve weeks ending 23 rd February saw significant increases in FMCG spend in China, thanks to Chinese New Year, with local retail and e-commerce seeing the biggest year-on-year changes.
Case Study
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Ali Cheikhali, WARC Awards, Shortlisted, Effective Innovation, 2018
Pril, a dishwashing detergent brand, used tiny bottles and in-store promotion to improve brand scores and sales in the United Arab Emirates.
Article
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Stephen Whiteside and Geoffrey Precourt, Event Reports, 4A's Accelerate, April 2018
Procter & Gamble, the consumer-packaged goods manufacturer, is transforming the client-agency relationship to reflect the new demands facing its brands.
Article
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Geoffrey Precourt, Event Reports, Media Insights & Engagement Conference, January 2018
A+E Networks, the media company, found that political orientation is an increasingly powerful influence on how women react to advertising.
News
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02 April 2018
NEW YORK: IBM, the tech company, has helped Unilever, the consumer packaged goods manufacturer, test the potential of the blockchain to tackle several problems that currently shape the media-buying process.
Article
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Stephen Whiteside, Event Reports, BRITE 2018, March 2018
IBM, the tech company, and Unilever, the consumer packaged goods manufacturer, joined forces to experiment with using blockchain technology in the media-buying process.
Article
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WARC Exclusive, March 2018
Global strategies, campaign updates and trends in the energy drinks category.
Article
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Matthew Carlton, Event Reports, Millenial 20/20 Conference, March 2018
Augmented reality is predicted to be a £90bn market within five years, with most of that generated by brands and advertisers.
Article
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Euromonitor Profiles, March 2018
This Company Profile from Euromonitor provides key details and analysis of Apple Inc.
News
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26 March 2018
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
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Euromonitor Profiles, March 2018
This Company Profile from Euromonitor provides key details and analysis of H&M Hennes & Mauritz, the owner of brands such as H&M, COS, and & Other Stories.
Article
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Neil Hopkins, WARC Best Practice, March 2018
Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.
Article
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Low Lai Chow, Event Reports, Neuromarketing World Forum, March 2018
Five trends impacting consumers in Asia – including globalization of work, new approaches to parenting and the popularity of traditional medicines – based on a survey of 26,800 people.
Article
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Ebiquity, March 2018
Looks at a report from the ASA that explores the potential harm arising from gender stereotypes in advertising and assesses the effects that brands are currently having in this area.
Article
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Judie Lannon, Market Leader, Quarter 2, 2018, pp. 23-23
Looks at the history and evolution of Market Leader in response to the marketing industry.
Article
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J. Walker Smith, Market Leader, Quarter 2, 2018, pp. 24-27
Describes how brands need to look for growth opportunities in smaller connected communities in a post-trust world.
Research Paper
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Rob Jayson, Martin P. Block, and Yingying Chen, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 77-89
Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.
Research Paper
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Terri H. Chan, Rocky Peng Chen and Caleb H. Tse, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 90-110
This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.
News
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13 March 2018
LONDON/ROTTERDAM: In the eighteen months since Unilever announced the creation of its in-house agency U-Studio, it has achieved significant efficiencies in its digital marketing.
