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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.

Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

Case Study

Infiniti, the premium brand extension of Japanese auto manufacturer Nissan, used a mix of digital, radio and OOH to revive interest in a historically successful offer in the UAE.

Case Study

Lexus, an automotive brand, leveraged its entry-level sedan, IS, through a social campaign that engaged a younger, affluent target in the US.

Gunn Report

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

Article

Global strategies, campaign updates and trends in the luxury auto category.

Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

Case Study

BMW, the car manufacturer, used data science to target high-value customers and increase dealership visits in the US.

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.

Article

The marketing industry has become unhealthily obsessed with oversimplification, and marketers should not be afraid to challenge this orthodoxy.

Case Study

Lexus UK, an automotive brand, created an experience purely through sound to advertise its new LC model car in the UK.

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.

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.

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.

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.