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News

LOS ANGELES: Influence is now a serious business, but while murkiness continues to surround the strategy, new research is opening up the door on effectiveness.

News

LONDON: A growing number of companies are mulling introducing redeemable incentives and forming partnerships to protect data in order to secure user consent for personal information ahead of the General Data Protection Regulation’s coming ...

Article

The Univision Creator Network (UCN), an influencer-marketing unit of media company Univision, believes that online content creators can offer unique benefits from a marketing perspective.

Gunn Report

Contains the creative for the 'Switch it off campaign' campaign for Amnesty International by the agency Ogilvy & Mather in Germany.

News

GLOBAL: Influencer marketing, often eyed warily as an unaccountable and murky subset of the industry, has received new scrutiny to strengthen the view that the value of partnering with influencers lies in enhanced opportunities for engagement ...

Case Study

London's black cabs raised awareness of the rebranded mytaxi app with a targeted digital OOH campaign to turn Uber's most hated feature of price-surging to their advantage.

Case Study

Purina, Nestle's corporate pet food brand, launched a direct mail campaign in Italy to create more personalised interactions with its customers and obtain more valuable client data.

Article

This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.

Article

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Case Study

This case study describes how Tide, a laundry detergent brand, increased positive sentiment in the US by trying to remove harmful labels and stereotypes associated with Hispanic people.

News

LONDON: Influencer marketing needs a radical rethink, away from big-name vloggers who deliver reach, and toward micro-influencers, who often enjoy greater engagement and could have a far greater impact on attitude and behaviour, an industry figure ...

Article

This article examines best practice in influencer marketing, including how to identify the right influencers, how to approach them and how to measure the effectiveness of the campaign.

Article

This event report explores how brands have partnered with Guinness World Records to drive engagement and awareness in unconventional ways.

Case Study

This case study describes how tech company Dyson aimed to get elite talent to apply to work for the company globally through Rethinkers, a cryptic online challenge.

News

LONDON: Senior executives from VISA, Vizeum China, Jack Morton Worldwide and Livity have joined the judging panel for the Warc Innovation Awards 2017, which is being chaired by Dana Anderson, Senior Vice President and Chief Marketing Officer of ...

Research Paper

This paper proposes that empathy is the emotional token necessary to capitalise on the move toward social media and ever increasing screen time.

Case Study

This case study shows how Whiskas, a cat food brand, successfully repositioned itself in the Australian market by developing a new Instagram-based product.

Article

In this event report Condé Nast presented seven 'deadly sins' and seven 'golden rules' of magazine publishing.

News

LONDON: Brands are increasingly looking to change their working relationships with agencies, whether by taking creative work in-house or adopting new models, as a recent survey finds just 8% "very satisfied" with their agency partners.

Case Study

This case study shows how the German home improvement store chain Hornbach engaged its key target audience of DIY enthusiasts through a campaign that reinforced that the brand shared in their passion.

Case Study

This case study shows how Media Markt, Germany's largest consumer electronics retail chain and online shop, created an innovative and funny live marketing event.

News

LONDON: UK consumers are now making more online purchases via mobile devices than desktop, in what has been described as "a major digital tipping point" in a new report.

Article

This Company Profile from Euromonitor provides key details and analysis of Red Bull GmbH. Included is a strategic evaluation with key facts about the Austrian company, competitive positioning against comparative brands, and assessment of its position in the soft drinks market.

Article

This article argues that in the era of consumer empowerment and technological liberation, content competes with life and creative work must work harder to grab attention.