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Gunn Report

Through a humorous campaign centred around its iconic Allen key, homeware retailer IKEA proved to consumers the true versatility of its living room furniture.

Article

Global strategies, campaign updates and trends in the home improvement retail category.

Article

Explores emerging trends and the implications for brands.

Article

Contextual advertising is difficult to achieve, but can be incredibly powerful, as both Channel 4 and Trinity Mirror show.

Case Study

Small independent internet provider ISP Connect used a social-media-based strategy to drive sales and increase market share in Lebanon.

Article

Provides best practices for omnichannel retailing, including priorities, challenges and the state of omnichannel by region.

News

GLOBAL: Senior marketers from Renault, IKEA and GSK are joining the judging panel for the Channel Integration category of the 2018 WARC Media Awards.

Case Study

Furniture brand IKEA created a TV lifestyle programme to change perceptions of the brand and drive e-commerce in Ireland.

Article

Explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.

Case Study

IKEA, the housewares retail chain, used social media and PR to share a humorous message and engage with people around the world.

Opinion

In 2017, WARC launched the Brand Purpose category in the WARC Awards. The 2018 winners have just been announced.

Article

Looks at five characteristics that purposeful brands have in common and explains how they should be used when formulating a brand purpose.

Article

Offers eight ‘frames’, from emotional, to historical, that can be used as a practical guide in designing content to align with context.

News

GLOBAL: A ground-breaking campaign by AMV BBDO for feminine hygiene brand Bodyform has won the Grand Prix in the Effective Use of Brand Purpose category in the 2018 WARC Awards.

Case Study

Home furnishing brand IKEA produced a reactive campaign, specifically for social media, to sell its wireless charging furniture in Europe, Asia Pacific and North America.

Case Study

IKEA, a furniture manufacturer, launched the Game of Throws campaign in the UK to keep IKEA current.

Case Study

IKEA, the world's largest furniture retailer, launched a global campaign to celebrate the launch of the IKEA Place app.

Case Study

Magic Makers, a non-governmental organisation, launched The Magic Chair campaign in Romania to raise funds for a parents shelter and encourage unity in Romania's society.

Gunn Report

Looks into which North American campaigns, along with the agencies that have worked on campaigns in this region, have performed best over the past year.

Article

With advances in artificial intelligence and machine learning, visual search has become a more mainstream proposition and has the potential to add enormous value in sectors such as home décor, fashion, FMCG and food and drink.

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.

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.

Gunn Report

Looks into which retail campaigns, along with the agencies that have worked on retail campaigns, have performed best over the past year.

News

SAN FRANCISCO: Facebook has unveiled an augmented reality feature for its Messenger app at the company’s F8 developer conference with a view to allowing users to visualise the products for which they are shopping.

Article

Explains how to overcome the modern and traditional disconnect by building an effective brand solar system, with all executions orbiting a sharply defined brand promise.