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Opinion

In a tough climate for brands, messages are increasingly filtered through a sceptical lens. People get their trusted information about brands from family, friends, co-workers and from the pooled wisdom of the wider population, so, as Mike Teasdale explains, getting the basics right is paramount if you want to build brand trust.

Case Study

UnitedHealthcare, a for-profit health care company, showed Americans that they could trust the brand by creating a cross-platform campaign that highlighted the complications of the health care system through real medical codes.

Case Study

Farmers Insurance, an insurance company, stood out in a noisy category in the US by creating a video campaign that showed its target audience the crazy accidents it has handled.

Article

This Adstats uses various data sources to look at the growth in out-of-home advertising across the world.

Article

The continued growth of streaming audio platforms and the rise in the use of voice assistants are creating opportunities for brands to communicate with consumers digitally, outside of any visual reference.

Data

This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry.

Gunn Report

Contains the creative for the 'Condensed Pre-Roll: Campaign' campaign for Geico by the agency The Martin Agency in the USA.

Article

Minor League Baseball (MiLB), the sports league, has established an ambitious growth agenda as it seeks to build fan numbers and engagement for 160 professional teams.

Article

The notion of bravery is an important aspect of marketing in the MENA region and formed the theme of a Marketing Society event in Dubai.

Article

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2017 WARC Awards.

Opinion

BEST OF 2017 OPINION: Ben Shaw, Head of BBH Live, and Jack Colchester, Senior Data Strategist, from the team at BBH London that created the Grand Prix-winning KFC Dirty Louisiana campaign in Effective Social Strategy of  this year’s WARC Awards, highlight the difference between an impression and a lasting impression.

Opinion

Brands are relying too heavily on average media metrics to understand their audiences’ social media habits, resulting in an incorrect belief that all social media users have tiny attention spans and just want ‘micro moments’, argue Yanling Leow and Alasdair Gray of iris Singapore.

Article

This article demonstrates how marketers can create high impact marketing on low engagement products, such as financial products.

Opinion

Great media thinkers must be multi-dimensional. They must be able to both understand the rules and create the conditions necessary for creativity to have impact.

News

CANNES: United Healthcare, the healthcare provider, has effectively leveraged humour as a means of engaging consumers in a classic low-interest category.

Article

This event report details how United Healthcare, the healthcare provider, has used humor to engage with its target audience in new ways.

Article

This article provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Research Paper

This paper reveals the findings of a global study into the behaviours, attitudes and responses to advertising of Generation Z to help marketers understand how to effectively engage them.

Article

This paper explores the use of social within the roster of a campaign's media use; a broad term, it refers to a collective of online communication channels built on community-based input, interaction, content-sharing and collaboration.

Case Study

This case study describes how US insurance company State Farm Insurance entered the world of smart home technologies to understand its customers better and so gain an advantage in a cluttered marketplace.

Article

This article examines how vital the use of TV is for financial services brands, especially ones that operate in the property and casualty insurance space.

Article

This event report outlines the division between planners and creatives at ad agencies, and offers tips on how these very different teams can be brought together.

Case Study

This case study shows how LiveOnNY, a nonprofit New York organisation for organ, eye and tissue donation, increased brand awareness and participation using a short animated video.

Case Study

This case study describes how Geico, an American auto insurance company, reinvented pre-roll advertising in order to connect with millennials, the only growing demographic in the ultra-competitive world of auto insurance.

Case Study

This case study describes how Allstate, an 85+ year-old insurance company, used a fresh media campaign to make its old-fashioned brand relevant among young social media users in the US, prompting them to reconsider their current insurance provider.