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Article

This article provides marketers with information about how to balance long-term and short-term strategies.

Case Study

easyJet, the British low-cost carrier airliner, focused on brand building through data and tech in the UK.

Opinion

Emotional advertising is in vogue right now. But how much do we need to do and how much is too much? WARC was at Brainy Bar 7 to hear.

Article

Mark Evans, marketing director at Direct Line Group, shares what marketing effectiveness means atthe insurance group.

Opinion

As we race towards an ever more personalised future perhaps there is merit in reflecting on how personal brands should become.

Article

The BBC used neuroscientific research explore the relationship between emotion and long-term memory in delivering engaging branded content.

Article

Details how marketers should be using creativity to drive effectiveness by looking at studies that prove the link between the two and advising on successful creative strategy.

Article

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.

Opinion

Multiple Gold IPA Effectiveness Award winner Tom Roach, Head of Effectiveness at BBH London, shares a personal perspective on the value of writing an IPA Effectiveness entry, and reveals the top 20 IPA case studies on WARC.

Article

Discusses the techniques marketers can use to estimate the likely impact of marketing activity.

Article

Addresses how marketers should balance short-term and long-term marketing activity and how these activities work together across different categories.

Article

Addresses the complex question of how much you should invest to ensure effectiveness by providing key evidence based on findings from successful case studies.

Article

Looking at the three challenges brands face when pursuing common knowledge which has implications across the marketing discipline.

Opinion

Social media has been a part of media plans for a long time, but accurately measuring how it affects not only the overall communications effectiveness but the bottom line has proved extremely difficult.

News

BBH was named Effectiveness Company of the Year last night, picking up the IPA Effectiveness Awards Grand Prix, for its work in transforming Audi’s UK business and delivering the automaker’s highest ever profit ROMI, as well as three ...

Opinion

On Tuesday, Audi took the Grand Prix at the IPA’s Effectiveness Awards, having established its brand as the 'progressive premium' marque, before a lauded film, Clowns, redefined luxury auto advertising.

Case Study

Fleggaard, a Danish supermarket chain convinced the Danish public to shop across the border in Germany by showing them the price difference between shopping in Fleggaard compared with other Danish supermarkets.

Case Study

Air Canada, Canada's flag carrier airline, overcame market turbulence and increased sales on its winter flights without succumbing to industry tropes.

Case Study

Budweiser, a beer brand, created a connection between Budweiser and hockey enthusiasts in Canada by creating a goal-synced beer glass.

Case Study

Ella’s Kitchen, a baby food brand, created a new communications model designed to support British parents in the process of weaning their children while increasing revenue by £14.6m.

Case Study

Lidl, a value supermarket, confronted the negative attitudes that prevailed around women in sport, which led to it becoming the most recalled sports sponsor in Ireland.

Case Study

KFC, the fast food brand, created a humorous fake 'clean eating' campaign to successfully launch its newest product in the UK.

Case Study

McDonald's, a fast food chain, rebuilt trust in its brand in the UK by launching a series of TVCs that showed how its food contained no added ingredients.

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

Prospan, a kids natural cough remedy, created the world's first cough prediction algorithm to deliver a 27% increase in sales in a market that shrank by 8.5%.