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Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Case Study

Parodontax, a toothpaste brand known as Corsodyl in the UK, increased brand sales by releasing a creative film that taught people to take gum disease more seriously.

Case Study

Vype, a leading vaping brand, increased its market share in the UK by redesigning its communication model and launching a campaign that reached consumers at various touchpoints.

Case Study

Vodafone, a telecommunications company, managed to become the clear Bill Pay market leader in Ireland, while maintaining their price premium in a mature and highly competitive market.

Article

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.

Case Study

Motrin, an over-the-counter pain relief brand, launched the 'Children Fever Express' campaign to build public understanding and awareness of the importance of early fever diagnosis in children and available fever treatments, positioning it as the go-to paediatric treatment for fevers in China.

Case Study

UOB Private Bank, a Singaporean private bank, built a brand identity over the course of three years to organically grow its business and achieve a top-five assets-under-management (AUM) placement.

Article

TD Ameritrade, the financial-service company, has found an effective means of retaining brand consistency while reaching out to difference audiences.

Case Study

ANZ Bank Australia highlighted its partnership with the Sydney Gay & Lesbian Mardi Gras by redesigning its ATMs, banks and website to show its support.

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Case Study

Domino's, a pizza brand, increased its online sales on New Year's Day by taking over a Sky TV channel and launching the Recovery Channel for hungover viewers in the UK.

Case Study

Boost Mobile, a wireless telecommunications brand, increased brand buzz and sales in the US by turning some of its stores into polling stations to give poor and minority Americans the chance to vote.

Case Study

REMICADE, a type of healthcare product, launched Finely Tuned in the US, an educational campaign to ensure market share and raise public awareness.

Gunn Report

Looks into which campaigns from Europe (excluding the UK), along with the agencies that have worked on campaigns in this region, have performed best over the past year.

News

LONDON: When ING, the Dutch bank, decided to bring music to its fans, it leveraged one of its most important assets to tell customers about an exclusive concert: its mobile banking app.

Article

ING, the dutch bank, used the trusted and empowering relationship it had built with its consumers to break into entertainment marketing in Belgium, using an innovative channel to drive a musical experience.

Case Study

AXE, a male grooming products brand, launched the Find Your Magic campaign in South Africa to convince male consumers that it was an on-trend brand, whilst educating them on the products' fragrance and functionality.

Article

Examines the ‘butler vs. stalker’ scenario and how creative can work to get the balance right so that the resultant ads feel like a service and not an imposition.

Article

Presents a series of papers devoted to ways in which marketers can ‘get creative with data’.

Research Paper

This article reports on differences observed when asking a simple polling question in a traditional way—that is, asking respondents for predictions about their own voting behavior versus asking respondents for predictions about a friend's voting behavior.

Article

This article discusses the ways brands can engage pre-millennial generations using new media.

Article

Barclaycard, the credit card issuer, needed to find out how their payment system would fit into young people's lives.

Gunn Report

Contains the creative for the 'The Next Rembrandt' campaign for ING by the agency J. Walter Thompson in Netherlands.

Case Study

EDF Luminus, a Belgian electricity producer and energy provider, created the '12th devil' device, in partnership with the Belgium national football team (Red Devils), to promote fan energy and engagement during the EURO 16.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.