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Case Study

Mercedes-Benz, a car brand, created one campaign to showcase five cars (The A-Class, B-Class, GLA, CLA and CLA Shooting Brake) by producing a film that successfully encompassed all of the cars into the storyline.

Article

This report explores the evolution of Green Auto, looking at sales and consumer support for hybrid, electric and battery-powered cars, as well as how communications have changed within the industry.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Article

This short report summarises the results for the automotive category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

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 article considers what automotive brands need to do to achieve cut-through in an age of borderless digital content, looking at examples of 'blockbuster marketing' through campaigns such as BMW's The Hire.

Article

This paper explores the current reading on advertising in cinemas, a distraction-free environment that provides an immersive experience, the movies are seeing a resurgence in popularity among young and senior audiences alike.

News

NEW YORK: Advertising expenditure at this year's Super Bowl is expected to top the total spend during the whole of the 1960s, '70s and '80s, according to a new analysis by Advertising Age.

Article

This article explores the current thinking and writing on the effectiveness of online video, and the different ways in which they can be effective: emotional or informative, long or short.

Case Study

This case study describes how Lexus, the Japanese car manufacturer, created a purpose for its brand in the Australian mind: to prove the connection between a driver and a Lexus.

Case Study

This case study describes how Toyota AYGO, a small city car, built a playful campaign around the UK launch of an updated model that increased sales, outsold competitors and brought in new customers.

Article

This event report outlines how McDonald's, the restaurant chain, is transforming its brand to serve consumers' evolving tastes.

News

TOKYO: Teads, the video advertising platform, is expanding in Asia and aims to overtake YouTube in the near future, its chairman has said.

Article

This short report collects together key quotes from all of the major events Warc reported from at the Cannes Lions International Festival of Creativity in 2016.

Article

This event report discusses the Lexus 'Hoverboard' video campaign, which centred on a spectacular stunt that was turned into a brand film and boosted Lexus' relevancy.

Article

This essay argues that as personalisation becomes more sophisticated, marketers must adapt by raising the level of transparency about what personal data they collect, and illustrating the value they deliver in exchange.

Article

This article argues that data, like gold, is a low risk high return marketing investment that will drive a competitive advantage in a commoditised market.

Article

This article observes that as the industry congratulates itself over efforts to bring people a privileged, personalised experience, consumers turn to ad blocking software in their droves, and warns that personalisation may be a little too sci-fi for some.

Article

This article argues that in the era of personalisation, marketing will need to learn to embrace multiplicity, as too much of current marketing theory is still rooted in the singular: an insight, a core proposition, a target audience.

Article

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

Article

This article explores personalisation, looking at the possibilities offered by machine learning tech deployed on big data, but warns that adland may be more excited about developments than the customers.

Article

This article offers six practical issues video creators must consider when optimizing video content for Asia's mobile-driven landscape.

Case Study

This case study describes how the car manufacturer Lexus challenged expectations of what an SUV could be to launch its new NX product to a non-traditional SUV target audience.

Article

This article explores how to make effective online video through four elements: emotion, reasons to believe, narrative conventions, and sense.

Case Study

This case study details how Jaguar, the British car manufacturer, reversed years of negative perceptions of reliability and quality with a Super Bowl campaign launch that played on the Hollywood idea of the British villain.