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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

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

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.

Case Study

Confectionery brand Alpenliebe used a TV, print and digital strategy to introduce a price hike in India.

Case Study

Beauty brand Dove built an online campaign around an old nursery rhyme to broaden the definition of beauty in the Indian market.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2017.

Case Study

Hostelworld, a hostel booking brand, successfully advertised hostels to young travellers with its 'Unexpected Guests' campaign that featured various celebrities and current events comedy.

Case Study

Chin-su, the seasoning brand of Masan in Vietnam, launched a campaign to grow awareness, sales and build brand love.

Case Study

Vimto, a soft drinks brand, launched a campaign in Saudi Arabia to increase relevance and loyalty amongst the younger generation of Arab mothers.

Case Study

HomeAway, an online market place and hospitality services brand, partnered with Disney to launch a competition-based campaign that increased sales and brand awareness in Hong Kong.

Article

This article argues that in the age of the Internet of Things marketers will need to increase the “mental availability” of their brand so that consumers will insert it into the decision criteria of their devices’ algorithms.

Research Paper

This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.