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Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Article

New research indicates that Asian countries have different attitudes toward beauty than Western markets.

Opinion

The increasing importance of customer experience as a differentiator could herald a golden age of marketing, suggests Direct Line’s Mark Evans, who spoke to WARC as part of a series of interviews with CMOs from around the world for the Toolkit 2019 report.

Article

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Case Study

Biti's Kids, a footwear brand, achieved 36% incremental growth by launching an animated film for parents and children in Vietnam.

Case Study

Audi, an automotive brand, launched a sequel to it’s the Doll That Chose to Drive ad in Spain by releasing a short film that broke the traditional stereotypes of a fairytale.

Article

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.

Case Study

The Communications and Information Technology Commission of Saudi Arabia used a content-based approach to spread awareness of the online risks to children.

Case Study

Aldi, a value supermarket, was able to increase quality perceptions during its Christmas campaign by tapping into the needs of Australian households.

Article

When Diversey, a provider of B2B cleaning products, lost its way after repeatedly changing hands, it turned to semiotics to reposition and rebrand itself.

Article

Global strategies, campaign updates and trends in the cleaning products category.

Case Study

New museum Louvre Abu Dhabi took its famous artworks to the people to generate brand love and increase footfall.

Case Study

Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Case Study

A1 Slovenia, a mobile operator, increased brand preference by creating the Bedtime Storytellers campaign, which helped decrease loneliness among elderly people in Slovenia.

Opinion

WARC has been rewarding effective innovation since 2013 through its awards programmes. This year, Effective Innovation was a category in the 2018 WARC Awards and the winners were announced on 24 May.

Opinion

Creators have extraordinary capabilities enabling them to show the world new ideas, says  Tham Khai Meng,  Ogilvy & Mather’s worldwide creative chief .

Article

Snapchat users tend to be very active on the platform, but unlike other social media platforms, they don’t accrue many followers and much of their interaction is with close friends – so brands need a different strategy.

News

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.

Case Study

Pril, a dishwashing detergent brand, used tiny bottles and in-store promotion to improve brand scores and sales in the United Arab Emirates.

Case Study

Advanced, a software company, created the 'FairITales' campaign to promote its brand positioning and increase sales in the UK by making the brand the hero to consumers' IT problems.

Case Study

P&G increased its sales and market share of Fairy, a laundry detergent, in the UK by redesigning its packaging to stand out against competitor brands.

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.

Article

BuzzFeed, the global multimedia publisher, believes that marketers must create content for the 'whole person' when targeting parents, which it has sought to do with Tasty, its wildly popular food vertical.

Research Paper

Traditional brand channels are no longer the primary sources of brand meaning and, with the proliferation of social media, consumers now have greater exposure to images of brands produced by other consumers.