Get a demo Do I subscribe? News sign-up Sample reports

Search in

Show only

Date Range

Search within

Categories

Brand

Country

Source

Index

605 results found
Sort by

News

Here’s what you need to know this week: The seven skills marketers need GLOBAL: The best marketers possess a number of “soft skills” that enable them to get the best work out of their creative agency partners and deliver business ...

News

MARYLAND: Guinness, the Diageo-owned stout brand, has opened a brewery and taproom in Relay Maryland, in order to bring US consumers the Dublin experience, while also extending its events capacity.

Article

Diageo, the alcoholic drinks manufacturer, has enhanced its marketing effectiveness through building a tool called “Marketing Catalyst”.

Article

Provides guidance on using packaging to create standout for brands and drive purchase consideration.

Opinion

Ideal ideas are not original but variations of a form, marrying innovation and immediacy to different frameworks.

Case Study

The Orange Project, a global movement for suicide prevention, created the Notes of Hope campaign, which encouraged people all over the world to talk about suicide among adolescents.

Case Study

BIPA, a drugstore retailer in Austria, broke a Guinness World record by launching a live stunt on TV to promote its discounted products.

Article

Provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.

Case Study

Gillette, a razor brand, retained its market share and increased consumer loyalty by creating an influencer and social campaign in Kenya.

Case Study

Dotsure.co.za, an insurance brand, broke a Guinness World Record in order to promote its pet insurance package in South Africa.

Article

Wendy’s, a fast-food restaurant chain, launched a PR and social media campaign that used a follower’s tweet to start a playful Twitter competition to beat the most retweeted Tweet ever, Ellen DeGeneres’ Oscars selfie.

Case Study

Beer brand Antarctica used a highly interactive campaign to increase engagement and awareness among young consumers in Brazil.

Article

Drinks company Diageo has invested heavily in marketing effectiveness, recruiting a Head of Effectivenesss and building a global data planning and data platform, Marketing Catalyst.

News

LONDON: Campaigns from Diageo, Microsoft and Procter & Gamble are among the 19 from around the world that have been shortlisted for the WARC Awards’ Effective Use of Brand Purpose category.

Case Study

Brewer Guinness used a campaign based on human stories to strengthen perception of the brand in Great Britain and Ireland.

Case Study

Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.

News

ABIDJAN: West Africa’s mobile industry is forecast to contribute more than US$50bn to the region’s economy annually by 2025, on the back of consistent value to the tune of $37bn last year, or 6.7% of GDP.

Article

Guinness, the Diageo stout brand, has embraced innovation at every level of its business, with lessons from its products and ad development.

Article

Examines how marketers can make use of the pratfall effect, where flaws make a thing more likeable, to improve brand image.

Article

Gemma Greaves discusses with Diageo’s Syl Saller and John Lewis’ Craig Inglis how bravery is necessary to do better marketing.

Article

Outlines six ways to build a strong brand signature from owning the central character, as in Coca-Cola owning Christmas with the Coke Santa, to brand identity emblems like the Google Doodle and physical icons such as Apple’s glass staircases.

Case Study

Marston's, a British brewery, increased its market share in the UK by redesigning its bottles to better illustrate its origins and make it stand out in its category.

Opinion

Brands have successfully utilised rituals for their symbolic and emotional power for some time, but how will new rituals be built when AI and voice assistants become our most common interface, asks Gareth Kay.

News

DUBLIN: Ireland’s alcoholic drinks industry is facing significant change as proposed public health legislation works its way through parliament and as the possible impact of Brexit focuses minds on cross-border challenges.

Article

Explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.