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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.

Article

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

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.

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.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's hot drinks brands, including Nespresso and Nescafé.

Article

This Company Profile from Euromonitor provides key details and analysis of Colgate-Palmolive's beauty and personal care brand.

Article

This Company Profile from Euromonitor provides key details and analysis of Johnson & Johnson Inc, the owner of brands such as Listerine, Johnson's Baby and Neutrogena.

News

LONDON: Senior executives from The Hershey Company, Procter & Gamble and Mondelez International are joining the judging panel for the Effective Channel Integration category in the WARC Media Awards, announced today.

Article

This article shows the clear evidence that copycat brands are disrupting consumers' search and decision-making process, which is bad news for both original brands and shoppers, who find themselves manipulated.

Article

This article explores the necessity for brands to have conviction as consumers demand honesty, integrity and empathy from them.

Article

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

Case Study

This case study shows how Excedrin, an OTC headache medicine, created 'The Migraine Experience' in the USA and Canada by using an augmented-reality migraine simulator to show people what a migraine feels like.

Article

This short report summarises the results for the FMCG category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Research Paper

This paper discusses the role of video-based research methods through a medical research study in China, with particular focus on why this method is effective in helping address the needs of those with multiple chronic conditions.

News

NEW DELHI: Patanjali Ayurved, India's home-grown FMCG brand, has announced earnings of Rs 10,561 crore for FY17, placing it second only to Hindustan Unilever in revenue and well ahead of its other international FMCG rivals.

Article

This short report summarises the results for the UK from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

News

NEW YORK: Brands as diverse as Chase Bank and pharma giant GlaxoSmithKline have joined agencies in a new group, the Cognitive Media Council, which aims to better understand how artificial intelligence (AI) can apply to marketing strategy.

Article

This Company Profile from Euromonitor provides key details and analysis of Bayer, the pharmaceuticals company, following its acquisition of Merck & Co Inc's consumer health portfolio.

News

SYDNEY: Automotive brands Holden and Kia are the first companies in Australia to suspend programmatic advertising on Youtube after learning that their ads were appearing alongside questionable content.

News

NEW YORK: Some of the biggest brand advertisers in the US are suspending their marketing campaigns on Google and YouTube as the controversy about ads being served on extremist websites spreads from Europe.

Case Study

This case study describes how Horlicks, the malted milk drink - originally from the UK - which is the number one health drink in India, conducted a redesign to future proof its brand.