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Article

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

Article

Summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.

Article

Christmas is a crucial time of the year for LEGO and sales in the toy category but it is not the main shopping occasion – that falls to ‘treats’ which requires an understanding of different mindsets.

Article

The Association of National Advertisers (ANA) and Cannes Lions have joined forces to help marketers tackle some of the most pressing challenges facing the industry.

Opinion

Interruption is annoying, so why does modern marketing continue to annoy people? Mike Teasdale considers the new etiquette to interrupting your audience, and the campaigns that have done so effectively.

Article

Explores several strategies for companies wishing to utilise customer feedback, so they can make effective, ongoing improvements.

Research Paper

This article is concerned with qualitative descriptions of the morphological structure of Twitter interaction network topologies.

Article

Provides key details and analysis of LEGO Group.

Opinion

Just a few days remain to enter the 2018 WARC Media Awards, a global case study competition that rewards effective comms planning.

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.

Article

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

Article

Shows how marketers can create impactful engagement across touchpoints, using examples from brands such as Nike, Lego, Red Bull and De Beers.

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

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.

Article

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

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.