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Opinion

For most brands, the relationship they have with their consumers is passive; meanwhile, others have been able to enter a different space, where consumers share their content and participate in the brand.

Article

This 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

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

Article

This article examines why it is difficult for brands to become customer led and how they can start to make the transition.

Case Study

This case study shows how Bou Khalil, a supermarket chain, successfully increased brand awareness by creating a platform that allowed Lebanese people to help child beggars.

Case Study

This case study shows how Lego, the children's toy, successfully reversed declining brand metrics globally by inviting children to showcase their imagination in building their own Kronkiwongi.

Article

This paper introduces Gemius AdReal, desktop and mobile technology available in markets across Europe which recognizes ads and produces data reports estimating Real Users.

News

SINGAPORE: Marketers must understand the diversity of mothers across Asia's many markets and not take a one-size-fits-all approach, according to a panel of client and agency-side experts.

Article

This article explores how mothers across Asia consume content and explores characteristics of a very diverse demographic.

Article

This report explores the effective use of media through insights from the winners of the 2016 WARC Media Awards and analysis from the 40-strong judging panel.

Article

This article examines how brands can commit to meeting people's needs, simplifying the complex, and evolving quickly, so that they can achieve relevance for people and win customer loyalty.

Article

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.

Article

This paper explores how to create successful branded content, using the example of multinational retailer Wal-Mart which created branded entertainment films for its sponsorship of the Academy Awards in the United States.

Article

This event report analyses the process of building a successful brand, from the point of view of three established brands: Just Eat, Disney and Philips.

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

This article covers how Anheuser-Busch InBev (AB InBev), the beverage company, has adopted an innovation culture, including experiential marketing and establishing an in-house innovation lab.

Article

This article examines the current problem of digital transparencies from the client's perspective, providing best practice on what to ask media agencies in order to ensure advertisers can navigate the complex challenges of the digital landscape.

News

LONDON: Consumers in the UK now regard corporate governance and citizenship as more important to a brand's reputation than innovation, leadership or performance, a new report has found.

Case Study

This case study describes how Lebanese supermarket chain Bou Khalil enabled the Lebanese people to give money responsibly to Syrian refugees with the Good Note - an alternative currency.

Article

This article provides three tips for successful brand collaboration which helps find new and unexpected ways to please customers.

News

BOSTON: Rolex, the luxury Swiss watchmaker, is the brand with the best corporate reputation in the eyes of consumers, according to a new global survey.

News

GLOBAL: BBDO NY and MediaCom have won the Grand Prix in two categories in the Warc Media Awards for their work for confectionery maker Mars.

News

GLOBAL: Knorr, the Unilever-owned packaged food brand, has scooped a gold in the Effective Channel Integration category in the Warc Media Awards, with its #LoveAtFirstTaste campaign.

News

GLOBAL: LEGO, Knorr and Churchill Insurance have scooped golds in the Effective Channel Integration category in the Warc Media Awards, Warc's case study competition that recognises communications planning that has made a positive impact on business ...

Article

This report examines the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the Warc Prize for Asian Strategy 2016.