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News

LONDON: Big international brands have media assets that tend to include video. As Amazon is poised to become a leading figure in the online ad space, brands such as Pernod Ricard and Heineken, are still holding back until the online giant adds new ...

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

Opinion

The notion of the importance of “community” in building powerful brands has been around for a long time but, asks Gareth Kay, has the term now become so overused that it has been rendered meaningless?...

Article

Provides an overview of the global toys and games industry, examining the global outlook, leading companies and brands and top five trends shaping the industry.

Article

Discusses themes emerging from WARC’s rankings of the best global campaigns – in terms of creativity, effectiveness and media – with a neuromarketing overview.

Case Study

Beano, a children's comic, transformed itself from a dormant heritage brand into a contemporary entertainment brand for a whole new generation of digital-native kids in the UK.

News

LONDON: Campaign effectiveness has been declining even as the levers are in place to increase it – a consequence, two industry figures suggest, of focusing on either targeting or context but not both together.

Article

E-commerce is an increasingly central element of brand strategy, but presents several challenges to marketers who are used to the brick-and-mortar world.

Article

Introduces a series of papers that explore the role that context plays in advertising effectiveness.

Article

Looks at ways to use data more wisely in order to predict the context in which marketing messages will be received, allowing for a more targeted approach.

Gunn Report

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

Gunn Report

Looks into which campaigns from Australia and New Zealand, along with the agencies that have worked on campaigns in this region, have performed best over the past year.

Gunn Report

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

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.

Research Paper

Market research looked into how consumers feel their genders are represented by brands in Latin America, at a time when gender roles are changing and stereotypes are being debated and questioned in society.

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 'Batman Barges In' campaign for The Lego Batman Movie by the agency PHD in the UK.

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.