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Opinion

The Art Institute of Chicago’s campaign, Van Gough’s Bedroom: Let Yourself In, was successful through its consistency of message, says Martin Broad, with the idea laced through each media touchpoint in a way that gave the artwork life.

Research Paper

This article looks at trends in internet usage, tech ownership and connected home in Q2 of 2017.

Article

This report highlights trends among the campaigns entered into the 2017 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches, metrics and regional variation.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

This article offers four key themes that marketers should follow when digitally transforming their business, including thinking from the customer's perspective, avoiding silos, digitising the customer experience and last-mile.

Article

This article examines best practice in influencer marketing, including how to identify the right influencers, how to approach them and how to measure the effectiveness of the campaign.

Article

The event report outlines how the Arizona Diamondbacks baseball team pursues a nuanced segmentation strategy.

Article

This Company Profile from Euromonitor provides key details and analysis of consumer electronics company, Samsung.

Research Paper

This paper describes how Coca-Cola, the beverage company, ensures consistency in its market research globally, through the use of a partner organisation that monitors and supports the activities of its research agencies around the world.

Case Study

This case study describes how ING, a Dutch national bank, re-energised its sponsorship of art and culture in the Netherlands and strengthened its image as an innovative bank, using data and technology to create The Next Rembrandt.

Case Study

This case study describes how Twinings, a tea marketer, launched its brand of sweet green teas, Twinings' Sweet Greens, in the UK market by adapting its existing green tea packaging.

Article

This article summarises Warc's Toolkit 2017, a guide to six key challenges for brands in the coming year.

Article

This article, taken from the Warc Toolkit 2017 report, looks at the marketing opportunities offered by artificial intelligence (AI) including insight generation, chatbots, digital personal assistants and optimisation of media buying.

Case Study

This case study describes how Cornetto, an ice cream brand, converted music, movies and festival into media vehicles, growing sales and recruiting new users in the process.

Case Study

This case study describes how fast-food retailer McDonald's used real-time, kid-focused content, delivered via social media to connect with parents and build brand trust.

Research Paper

This paper examines how ING Bank in Poland built an internet banking system based on customers' needs, through a 'User Centered Design' methodology.

News

ORLANDO, FL: Sherwin-Williams, the paint brand, has yielded major benefits by looking at "painting" rather than only thinking about its products – and believes other marketers may also gain from a "focus on the '-ing'".

Article

This event report outlines how Sherwin-Williams, the paint brand, consistently builds engaging consumer experiences.

Case Study

This case study shows how Santander, a financial services brand, successfully challenged larger rivals in the current account market with an integrated campaign.

Article

This article argues that marketers should not view e-commerce and brick-and-mortar as distinct and separate - using the example of US fashion retailer Kenneth Cole, it shows that consumers expect a seamless experience.

Article

This Company Profile from Euromonitor provides key details and analysis of Yum! Brands Inc, the owner of brands such as KFC, Taco Bell and Pizza Hut.

Research Paper

This paper details how Orange, one of Europe's largest mobile network providers, got its employees to become more customer-centric and pay attention to the varying needs of specific customer groups with the creation of a 'Segment Toolkit'.

Case Study

This case study explores a campaign from the Dutch financial services provider, ING, that showcased its interest in innovation through a deep learning creation of a painting 'by Rembrandt'.

Article

This paper is part of the China social branding report that seeks to understand the firewalled country through the lens of the biggest brands operating in the market; this iteration looks at KFC, the US restaurant brand, and its Chinese strategy.

Article

This short report collects together key quotes from all of the major events Warc reported from at the Cannes Lions International Festival of Creativity in 2016.