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Article

The Brexit vote revealed a divided UK, one which is replicated to a large degree in how agency employees view the world compared with the people they are creating advertising for.

Research Paper

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

Opinion

Chris Yu, Head of Integrated Marketing Strategy, Innovation, & Technology, US Bank, chaired this year’s Effective Innovation category at the WARC Awards .

Article

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Article

explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.

Article

Examines how brands can build awareness and increase loyalty through effective sponsorship.

Article

Examines key insights on product placement, the subtle form of advertising for promoting branded products and services, which can enhance brand awareness, recall and drive sales.

News

NEW YORK: Practitioners and academics often focus on very different considerations as they conduct advertising research, but a paper in the Journal of Advertising Research (JAR) has argued that this gap is not insurmountable.

Article

Everything is connected and, increasingly, things are delivered as part of an experience vs. a communication so, in order to evolve, planning needs to understand those connections and find the best way to build brands through and within them.

Article

Changes in clients’ structure and in-house functions have transformed the relationship between client and agency planner.

Opinion

As the first analyses of World Cup advertising roll in, WARC's Sam Peña-Taylor turns pundit with some help from Kantar Millward Brown.

Case Study

Telecoms company Saudi Telecom Company used a light-hearted campaign to increase the number of subscribers to its fixed internet network in Saudi Arabia.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment in the UAE.

News

HOBOKEN, NJ: A brand’s ability to deploy impactful and efficient marketing strategies depends on how it understands and responds to relevant consumer journeys, so the ability to map these across all touchpoints and channels is essential for ...

Opinion

AI is a regular feature of news stories across nearly every industry. But, says Stephen Upstone, the headlines hide the fact there's a big human role in making AI work effectively.

News

SYDNEY: Millennials aren’t hitting traditional life milestones at the usual ages, and this means marketers need to rethink the concept of life-stage marketing, according to BuzzFeed and Publicis research.

Article

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.

Article

Millennials aren’t hitting traditional life milestones at the usual ages, and this means marketers need to rethink the concept of life-stage marketing, according to Buzzfeed and Publicis research.

News

TOKYO: Ongoing attacks on the media and international political chaos are taking their toll on public trust in institutions, but the annual Edelman Trust Barometer survey also reports people are becoming more discerning in where they get their ...

Article

Voice technology has the potential of breaking down many of the barriers women face, particularly in emerging markets, and brands that design voice applications that directly appeal to women can tap into a huge opportunity.

Article

Edelman’s annual Trust Barometer for 2018 shows that trust in the government and media has declined considerably, driven by concerns about fake news, social media platforms and anti-media rhetoric.

Case Study

Virgin Media, a telephone, television and internet services company, increased demand for its productsin the UK by using its brand ambassador, Usain Bolt, to show what it's like to be the fastest.

Case Study

State Farm, an insurance brand, increased brand awareness by launching a CSR multi-channelled campaign that helped US consumers to contribute to social causes through a brand-led volunteering digital directory.

Case Study

Airbnb, an online marketplace and hospitality service, launched the #UntilWeAllBelong campaign in Australia, which aimed to bring the topic of marriage inequality among the LGBTQI community to the forefront of conversations.

Case Study

Westpac Banking Group, a bank, celebrated its 200th birthday by designing a children's vest with CPR instructions embedded, as a way to showcase the brand's commitment to future Australian generations.