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News

SYDNEY: Australia's reputation for bravery and innovation in advertising has taken a knock as a survey shows that more than half of the nation's consumers can't remember a single ad they really liked or disliked.

Case Study

This case study describes how Walmart, the US supermarket, appealed to Hispanic consumers in the holiday season through research into inspirational sentiments about the festive period in order to create ads that would chime with the target audience.

Case Study

This case study details how Officeworks, an office supplies company, increased sales during the back to school period in the Australian market.

Case Study

This case study shows how Officeworks, Australia's largest office products retailer, took a combined approach to sales activation and brand building to increase its sales and brand awareness.

Article

This article, taken from the Warc Toolkit 2016 report, looks at the fusion of data and creativity.

News

NEW YORK: E-commerce giant Amazon has squeezed past Walmart in terms of being the most favoured retailer for the US consumer dollar this holiday season, according to a survey of more than 4,000 US adults.

Article

This webinar focuses on how the science of behaviour change, in particular behavioural economics, can provide a common language for multi-disciplinary teams.

Research Paper

This article presents selected winning case studies from the 2015 David Ogilvy Awards, including Grand and Gold Ogilvy Winner Procter & Gamble, Pantene – 'Beautiful Hair Whatever the Weather', and three Gold winners: ESPN, 'Who’s In?'; Kmart, Joe Boxer – 'Show Your Joe'; and Unilever, Knorr – 'See a Different Side'.

Case Study

This case study explains how Officeworks, an office supplies chain, encouraged Australian parents to shop there in the back-to-school period.

Article

This webinar explores the world's best marketing strategies, as ranked in the Warc 100, and the lessons they hold for brands and agencies.

News

CANNES: Campaigns that go on to win strategy and effectiveness awards tend to aim for memorability above all else, according to a panel session hosted by Warc at the Cannes Lions International Festival of Creativity.

Article

This article argues that the usefulness of big data is limited as often it tells marketers things they already know, misleads them, or is too big to develop meaningful insights.

Article

This article argues that big data can enhance creativity in advertising by creating a closer-to-real-time feedback loop that helps creatives improve their work.

Article

This article explores the relationship between big data and creative thinking, and argues that when used well data can add to the creative process, but used badly it stifles creativity.

Article

This article summarises the results from the North America region for the 2015 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

News

NEW YORK: Pantene, the hair care brand owned by P&G, has won the Grand Ogilvy at the 2015 ARF David Ogilvy Awards for a campaign that helped women tackle weather-related bad hair days.

Case Study

This case study explains how Joe Boxer, the men's underwear brand exclusive to Kmart, built excitement about receiving its product as a Christmas gift in the US.

News

NEW YORK: Bank of America, Starbucks, Pantene and Dove are among the big winners of the 2015 ARF David Ogilvy Awards, a competition organised by the Advertising Research Foundation (ARF).

Article

This article discusses various approaches used by marketers to understand what consumers want.

Article

This article argues that brands should aim for deeper brand experiences and audience engagement as this is a more effective way of building a brand, and sets out a measure to compare different types of brand activity.

Opinion

Last week we started sharing our favourite Warc content from this year – each piece chosen by a member of the Warc team.

News

NEW YORK: Iconic US brands are at risk from online attack by hackers sponsored by belligerent foreign governments according to security experts, who warn that brands rather than federal agencies are increasingly the focus of such aggression.

Article

This article highlights the benefits of taking risks and making mistakes, and how to create a culture that fosters risk taking in order to be innovative.

Case Study

This case study explains how Twix, the chocolate brand, invented a brand history to engage people and increase sales in the US and other markets.

News

BOSTON, MA: As the first advertisements and in-store displays with a Christmas theme start to appear, US consumers appear equally divided between detesting their early arrival and welcoming them.