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Article

Boost, a malted drink popular with children in India, successfully reached its target audience with long-form video content delivered via parents’ phones.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

Big brands have been criticised for allocating too much adspend to overly targeted digital media, but without much proof that it reaches and engages consumers, marketers might be tempted to abandon it altogether.

Article

It has become increasingly clear that the competitive advantage for a brand in the future will revolve around identifying real-time audience behaviours and transforming them into powerful insights.

Article

Provides a top-line industry overview of the consumer health marketplace by examining the performance of consumer health categories comparatively against other consumer industries and across regions and markets.

Case Study

Sensodyne, the toothpaste brand for sensitive teeth, launched its True White whitening toothpaste globally by establishing it in a new ‘super premium’ tier.

Case Study

Inovox Express, an OTC throat lozenge brand, launched its brand with a stand out name and new, bright logo, in order to take on large brands as a new challenger in Poland.

News

BEIJING: GSK has successfully tapped into e-commerce giant Alibaba’s data ecosystem to boost user growth of its Flixonase nasal spray treatment for hay fever.

Article

Explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.

Article

Reveals the books that influenced Nick Hirst, head of planning at adam&eveDDB.

Article

Pharma brands must adapt to an increasingly complex digital future, with non-traditional players like Amazon offering invaluable guidance to health-related companies.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Article

Offers guidance on how to achieve a strong brand voice that will resonate with digital audiences, using examples from Nike, Red Bull, The Connaught hotel and the London Symphony Orchestra.

Case Study

Kids' malt drink brand Boost used TV and print to reposition itself in India.

Case Study

Ayurvedic toothpaste brand, Dabur Red, used a TV strategy to grow sales and disrupt buying habits in India's toothpaste market.

Case Study

Milk-based food and drink brand Bournvita launched a new variant – Badam Booster – targeting children taking exams in India with a TV ad.

Case Study

Horlicks, a health food drinks brand, launched a mobile audio-messaging campaign in India, in order to build brand awareness across rural areas.

Case Study

Iodex, a pain relief balm brand, increased brand sales and consideration by launching a three-phased mobile OBD campaign in India.

Case Study

Sensodyne, a toothpaste brand, increased brand consideration and growth by creating a campaign that used influencer testimonials and an interactive check-up to educate consumers on sensitivity.

Case Study

Panadol, a pain relief medicine, promoted its new Panadol Extra product by creating an online engagement activity that encouraged customers to nominate a 'tough fighter' in their life.

Case Study

Boost Drinks, an energy drinks brand, increased consideration among its target audience by creating a 3-part video series with its celebrity brand ambassador, Virat Kohli.

Case Study

Panadol, the paracetamol brand, raised product awareness across digital channels through the use of online video in the Middle East.

Article

This article offers strategies for recognising and minimising biases that can lead to suboptimal thinking and decisions in organisations.

Case Study

Excedrin, an OTC headache medicine, used the headache of the 2016 general election to get involved in the cultural conversation on social media and increase relevance.

Case Study

Nicorette, a nicotine replacement therapy brand, helped support smokers in the US on their journey to quitting by introducing a program on a mobile app.