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News

SHANGHAI: Multinational brands are losing the loyalty of Chinese consumers as shoppers turn to local competitors, according to new research revealing the country’s top 50 brands.

Case Study

Intel, a technology company, raised sales and awareness of its VR installation for helping treat Autistic children in China by telling the stories from parents of Autistic children and demonstrating how it works.

News

SAN FRANCISCO: American consumers are generally excited about the future potential of new technologies, such as super-fast 5G communications, but anxieties remain about their possible impact on social interaction and behaviour over the next 50 ...

Data

This report summarises the latest research from WARC's Data platform, with a focus on online video advertising. Key findings include: 

Article

Online identities in China are very different to those in the West – marketers should consider media consumption patterns, compartmentalised identities and individualism vs collectivism.

Article

Brand assets are an essential component of the marketing toolkit, but must be constructed with due care and consideration.

News

CARY, NC: Business leaders already appreciate the importance of customer analytics and believe that real-time analytics will become a strategic priority over the next couple of years.

Article

Abbott Laboratories, the global healthcare company, created an internal hub of best practice and knowledge sharing to boost its marketing efficiency.

Article

Provides insights from the 2018 Mobile World Congress (MWC), which discusses the age of hyperconnectivity, issues such as the 4th Industrial Revolution (thanks to 5G) and the application of Artificial Intelligence.

Article

A data-fueled look at how US Hispanics are a valuable demographic and what they look for during the online retail path to purchase.

Article

1-800-Flowers, the florist and gifting company, has carved out a distinct emotional space with marketing efforts based around sympathy.

Article

Word of mouth can serve as a leading indicator for short-term sales, and thus represents a powerful consideration for marketers.

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.

Case Study

Cohn and Wolfe, a global communications and PR firm, launched its 5th Annual Authentic Brands study in the US on consumer perception of brand authenticity and its 2nd Annual Authentic 100 ranking.

Article

Global strategies, campaign updates and trends in the luxury auto category.

Article

McAfee, the cybersecurity company, faced a major threat to its brand reputation having been hacked on LinkedIn, the social network.

Article

Audi, the German car marque has built an econometric analytics system that allows the brand to model how much media spend they will need to put behind a production run of cars.

Article

Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.

Case Study

Mr. Clean, a cleaning brand owned by P&G, reinvented its brand in the US by creating a TV spot for the Super Bowl that revealed the new, hotter-than-ever, Mr. Clean.

Article

This Company Profile from Euromonitor provides key details and analysis of Apple Inc.

News

GLOBAL: For several years the advertising industry has obsessed over viewability metrics, but it may need to be rather quicker in adjusting to a world in which these are irrelevant as people spend more of their time in screenless digital ...

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.

Case Study

Imitating a perfume brand helped Gain, the US detergent brand, communicate the scent value of its Gain Flings product and increase sales in the US.

Data

This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry.

Article

Explores the impact of the increasing popularity of in-house agencies and how traditional agencies need to evolve to meet modern time and data demands.