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News

LONDON: Brands that tailor their creative to tap into national sentiments during the World Cup can “ride the emotional wave” and generate significantly higher levels of consumer engagement – as long as the team is winning.

Article

Research by Ipsos shows that brands and advertising can profit from highly emotional events like the World Cup by creating strong links to the event, proving that context can make a big difference to the emotional response to advertising.

Opinion

As the first analyses of World Cup advertising roll in, WARC's Sam Peña-Taylor turns pundit with some help from Kantar Millward Brown.

News

LONDON: Two of Europe’s biggest supermarket chains have announced a strategic alliance for the sourcing of private label goods that will help both brands fight in an increasingly competitive market.

Case Study

Monoprix, a major French retail chain, created the Label of Love campaign to reaffirm its brand positioning and relationship with French consumers.

Case Study

Intermarché, a French supermarket, increased its store traffic and changed customers' perception of the brand by releasing an emotional film, something unconventional for the category.

Article

This Company Profile from Euromonitor provides key details and analysis of Carrefour SA, the owner of brands such as Dia and Champion.

Article

This Company Profile from Euromonitor provides key details and analysis of Tesco Plc. Included is a strategic evaluation with key facts about the UK company, competitive positioning against comparative brands, and assessment of its position in the retail market.

Article

Global strategies, campaign updates and trends in the supermarkets and grocery category.

Article

This Company Profile from Euromonitor provides key details and analysis of Costco Wholesale, the largest membership-only warehouse in the US.

Article

Describes how brands can achieve growth by using common sense, instead of following current industry fashions.

Article

This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.

Case Study

Waitrose, the UK supermarket chain, launched its new premium own brand label Waitrose 1 with a successful understated new design.

Opinion

Some clients withhold their permission for a case to be submitted for the IPA Effectiveness Awards. Here, the IPA Effectiveness Editor Carlos Grande shares seven ways to win them over.

News

LONDON: Tesco, the UK’s largest supermarket group, has been planning to create a new discount grocery chain to rival the two German discounters, Aldi and Lidl, that have taken the UK by storm, a new investigation reveals.

Article

Explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.

Article

Explores shopping and retail trends in Thailand for the next two years, including hypermarkets, specialist retail, convenience stores and e-commerce.

News

LONDON: New figures show that the UK’s retail sector enjoyed a lucrative Christmas this year, as the average household spent a record £1,054 on groceries in the three months leading up to 31 st December.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Article

Coca-Cola launched Vio, a water brand, in Germany 10 years ago; in its rise, the brand learned to capitalise on the blurring in the water category from a necessary product to one that consumers should enjoy.

Article

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.

Article

Examines how audience insights can be used not only to make a campaign as targeted and tailored to the individual as possible, but also to outline where and when to invest media spend for maximum impact.

News

LONDON: Leading brands, including Mars and Adidas, have once again pulled their advertising from YouTube, this time following claims that their ads were appearing on videos that are being viewed by paedophiles.

Article

This Company Profile from Euromonitor provides key details and analysis of Wal-Mart Stores Inc, the owner of brands such as Asda and Walmart.

Opinion

The modern Christmas ad is deeply associated with John Lewis and its mega-successful formula of tear-jerking storytelling and thoughtful gifting.