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Article

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

Case Study

Tecate, the Mexican beer brand, used a campaign against domestic violence to increase sales in Mexico.

Case Study

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

Article

With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.

Article

Global strategies, campaign updates and trends in the beer and cider category.

Article

Examines the changing opportunities in the Scottish economy, from the declining financial sector to the craft beer revolution.

Article

This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

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.

Article

The WARC 100 is an annual ranking of the world’s best marketing campaigns and companies, based on their performance in effectiveness competitions.

Article

Marketing around the Russia World Cup requires brands to understand both the position of the host country and the changing behaviours and culture around football.

News

LAS VEGAS: The imbalance in the relationship between advertisers and digital “walled gardens” has yielded a range of profound challenges for brands, according to Ron Amram, ‎VP/Media at Heineken USA.

Article

Heineken USA, the brewing group, is seeking to meet the challenges that “walled gardens” pose to brands that are seeking to connect with consumers in the digital ecosystem.

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

Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.

Article

Brand values are useful when they help define and differentiate brands, or when they help people internally know how to behave and externally know what to expect from a brand.

Gunn Report

Contains the creative for the 'Jackie' campaign for Heineken by the agency Publicis in Netherlands.

Opinion

Candace Kuss is Director of Social Media, Hill+Knowlton Strategies. This year, she joins the judging panel for the WARC Awards in the Effective Social Strategy category.

Article

In an era of digital disruption, beauty business L’Oréal has succeeded by changing before the need for change was thrust upon it.

Article

This paper collects the most current thinking and writing on qualitative theories and methods, the broad approach of seeking to understand the attitudes, motivations, and behaviours of consumers: the why and how of decision making.

Article

This article explores the current reading on mobile marketing, a near-ubiquitous medium that offers the fastest and most convenient route online for most consumers.

Article

Tecate, the beer brand, effectively tapped into a major political controversy to make a clear, authentic statement about its brand values.

Case Study

Tiger Beer, an alcoholic drinks brand, created the 'Tiger Uncage Originals' campaign in Ireland to get consumers to be creative in order to increase brand engagement and customer trials.

Case Study

Stella Artois, the beer brand, used TV, digital, social media and an art installation to raise awareness of the global water crisis and the company's role in solving it.

Article

Voice-enabled technology, from smart speakers to virtual assistants, is opening an entirely new interface through which brands and consumers will engage and communicate.

Article

Brand purpose has seen a backlash in 2017, and the challenge for brands in the coming year will be recognising when (and how) purpose can drive sales as well as social good.