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News

LONDON: The reputation of companies operating in the UK has declined for the first time since the financial crisis of 2008, according to a new study that suggests there has been a major drop in trust and confidence in UK brands over the past year.

Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Gunn Report

Contains the creative for the 'Make Lego The Star Of Christmas' campaign for LEGO by the agency UM in Sydney.

News

LONDON: Advertisers and agencies expect to invest more in digital audio in the next 12 months, according to new research, with 84% saying it will play a bigger role in their media plans in the future.

Article

Eye level is buy level, or is it? Dr Tim Holmes used eye-tracking technology to bust a few shopper marketing myths.

Article

Outlines six ways to build a strong brand signature from owning the central character, as in Coca-Cola owning Christmas with the Coke Santa, to brand identity emblems like the Google Doodle and physical icons such as Apple’s glass staircases.

Article

This paper explains the concept of New Product Development (NPD) - the process of bringing a new product to market - and how to ensure its success.

Article

Deutsche Telekom, Channel 4, Suzuki, Disney, and Warner Brothers are among the brands that shared their learnings from the WARC Media Awards.

News

LONDON: Brands like Facebook, Twitter, and Airbnb successfully deliver on their stated purpose and their expression of a purpose, but new research says they are failing on other measures, including integrity.

Article

Explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.

Article

Examines the potential advantages and risks to using social media users to promote brands, both in the context of influencer marketing and user-generated content.

News

GLOBAL: Campaigns for confectionery brand M&M’s in Brazil, and The LEGO Batman Movie and Suzuki in the UK, are among the winners announced today in the Effective Use of Partnerships & Sponsorships category in the 2017 WARC Media ...

News

BEIJING/COPENHAGEN: Lego, the Danish toymaker, has announced a partnership with Tencent, owner of China’s WeChat and one of the biggest mobile games developers in the world, to jointly create online games and possibly a social network for ...

Article

Looks at the power children have across a lucrative market, due to both how much they spend on themselves and the purchasing influence they have on their families, and how to carefully market to them in a way that can build life long brand relationships.

News

GLOBAL: Campaigns from Land Rover, LEGO and Stella Artois are among the 19 papers that have been shortlisted in the Effective Use of Partnerships & Sponsorships category in the 2017 WARC Media Awards.

Case Study

Warner Bros promoted its 'The LEGO Batman Movie' to people aged 16-34 in the UK by partnering with Channel 4 to take over continuity announcements.

News

BARCELONA: Bricks-and-mortar stores are a vital part of the Lego brand, providing a unique media channel for both shoppers and consumers, according to two of the toymaker’s executives.

Article

Toymaker Lego has successfully diversified its media channels to embrace theme parks and movies but physical stores remain a vital part of the brand experience.

Article

This Company Profile from Euromonitor provides key details and analysis of Hasbro Inc. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the leisure market.

Article

Innovation – the practice of identifying and implementing new products, services and business models – falls into four broad approaches that can help deliver the transformative growth that so many organisations seek.

Article

This Company Profile from Euromonitor provides key details and analysis of Mattel Inc, the owner of brands such as Barbie, Polly Pocket and Fisher-Price.

Case Study

LEGO, the toy company, increased sales in emerging Asia by showing the importance of creativity through events and a social media campaign.

Case Study

Kraft Heinz's chilli sauce brand, Sambal ABC, grew market share in Indonesia with an integrated multimedia campaign.

News

ASIA: Although e-commerce giant Amazon is ranked as the world’s “most authentic” brand in a new global study, Google comes out on top in Hong Kong and India, while smartphone manufacturer Huawei is most highly regarded in China.