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News

NEW YORK: Media and social brands, including Fox News, MSNBC, Twitter and Instagram, feature for the first time in a list of America's Top 50 Most Patriotic Brands.

Article

This article summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).

Article

This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.

Opinion

Fabindia is a remarkable brand that has, in fact, become a Harvard Business School case study. On one level, it is ranked as India's largest retail fashion brand, well ahead of global competitors like Zara and Levi's – a cult brand, built on the ideas of ethnic pride, sustainability, respect for craftsmanship and commitment to society.

News

NEW YORK: Levi's, the apparel group, is "guided" by data and insights when developing its marketing efforts, but still believes the art of storytelling is the central component to building its brand.

Article

This article demonstrates how Levi's, the fashion brand, leverages storytelling to remain at the forefront of culture.

Article

This event report explores a number of themes that arose at the Mobile World Congress 2017, including new developments in 5G, mobile, IoT, and AR/VR.

Case Study

This case study describes how Mercury Hard Cider, an Australian cider brand, utilised packaging to reinvigorate sales in the Australian market.

Article

This event report outlines how mobile data is enhancing marketers' ability to buy and measure outdoor advertising.

Case Study

This case study describes how NRG Energy, an energy company, improved perception of solar power in the United States with its Solar Forecast.

Article

This annual report by J Walter Thompson Intelligence investigates the trends and emerging consumer behaviours set to shape marketing globally in 2017.

Research Paper

Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.

Research Paper

Scholarship on advertising has traditionally focused on the effects of advertising on sales and proving that advertising is effective; less attention has been paid to looking at how the effects of advertising come about, especially when it comes to the most cost effective way of driving growth and sales.

Research Paper

This paper describes a UK research project for Sky, a 'triple play' (TV, Broadband & Telephone) service provider, to determine a name for a new nationwide multi-category product launch.

Research Paper

This paper attempts to compare self-organising maps (SOM) and principal components analysis (CPA) by applying them to the marketing construct 'retail store personality'.

Opinion

In August I delivered a Warc webinar entitled 'Beyond boring briefs: How to inspire great work' and it garnered the most attention and follow-up requests of any that we've done together.

Article

This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.

Article

This article finds four different ways in which consumers across five key markets perceive brands as authentic - a value that has become increasingly important in driving purchases.

Article

This article includes a short history of the brief and looks at how agencies can do better in the future.

Article

The article explores the challenges and opportunities facing e-commerce across South East Asia, with five key insights from the region's largest e-commerce portal, Lazada.

Article

This article provides best practices for developing a content strategy on the most visited online video platform in the world, allowing brands to engage a different culture from the mainstream and find a place in the 'everything channel'.

Article

This article argues that the key to successful personalisation is making customers feel special, and part of that means giving them something without expecting anything in return.

Article

This article argues that personalised advertising can provide new value opportunities for customers and companies, but that personal advertising misunderstands how advertising works.

News

NEW YORK: A new study from the Advertising Research Foundation (ARF) has claimed to offer "definitive" proof that advertising works.

Article

This event report outlines how Visa, the financial services group, is responding as the gap closes between where its products are used and marketing messages are consumed.