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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.

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.

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.

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.

Article

This article, taken from the Warc Toolkit 2016 report, looks at growing interest by marketers in identifying and targeting 'moments'.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's pet care brands, including Prurina and Bakers.

News

NEW YORK: Research published in the Journal of Advertising Research (JAR) could help tackle one of marketing's longest-standing disputes: with a limited amount of dollars, does advertising or sales promotion work best to have an immediate impact? ...

Research Paper

Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand.

Case Study

This case study describes how Nestle UK made KitKat a digital brand by partnering with Google/Android, the latter naming its latest operating system Android KITKAT.

Article

This report analyses trends in the winning case studies of the Warc Prize for Innovation and draws out lessons for marketers to develop their own innovative marketing campaigns.

Article

This event report looks at how marketers can earn and retain the attention of consumers in a rapidly changing world where this can no longer be simply bought.

Article

This article examines successes and failures in big event activation, identifying best practices and explaining how brands can maximise the effectiveness of their budget.