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CHICAGO: Tough Mudder, the endurance event series, has successfully created “sticky” engagement with a passionate millennial audience by delivering compelling physical experiences and content plays alike.

Article

Tough Mudder, the endurance event series, aims to connect with its millennial audience on an on-going basis, as well as to help its sponsorship partners achieve a similar goal.

Case Study

This case study explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.

Case Study

This case study details how Orangina, the Suntory-owned French juice drink, reversed a decline in sales in the UK by calling back to the brand's history, harnessing its vibrancy and restoring its premium status.

Article

This article offers guidelines for marketers to help them rethink how they can best use social media platforms - offering innovations to expand reach at lower cost - to deliver the greatest value to advertisers.

Article

This article describes and explains the fundamentals of digital display advertising, a broad subject taking in any number of connected devices, one that offers a variety of tools through which to deliver communications.

Article

This report looks at the trends and technologies that are set to become more important and relevant to marketers in 2017 including live video, VR and AR, web TV and chatbots.

Research Paper

This article looks at how the use of heuristics in ads can predict the effectiveness of campaigns, suggesting they are important in decision-making.

Case Study

This case study describes how Lucozade, the global sports drink brand, leveraged its sponsorship of the Irish Rugby team during the 2015 6 Nations campaign, and involved fans as the '16th player' by testing their conversion skill.

Case Study

This case study describes how Tennent's, Scotland's best-known lager brand launched a campaign to reinvigorate its association with T in the Park (TITP) music festival, to build brand preference amongst the 18-24 age group.

Case Study

This case study describes how the National Lottery, one of the biggest FMCG brands in the UK, used advertising to deliver significant measurable returns over its lifespan.

Case Study

This case study demonstrates how SuperValu, an Irish supermarket chain, showed its commitment to Ireland, helped local food producers and achieved a sales uplift through its Food Academy programme and a multi-faceted media campaign.

Case Study

This case shows how Eircom, an Irish telecoms giant, re-launched under a new brand name Eir, which energised the organisation, engaged the Irish people and helped to transform its prospects.

Case Study

This case study describes how WaterWipes, chemical-free baby wipes from Ireland, used the meaningful emotional difference in communications to grow the brand.

Case Study

This case study demonstrates how Failte Ireland, the body responsible for the domestic tourism industry, used advertising to encourage Irish people to spend more of their holiday money on home holidays.

Case Study

This case study shows how SuperValu, a local Irish retailer, wrestled back leadership from Tesco and defied the forces of globalisation thanks to a new digital campaign.

Case Study

This case study describes how BIM, a non-commercial state government agency responsible for the development of the Irish Seafood Sector, persuaded Irish fishermen to think again and start taking the necessary steps to change the habit of a lifetime and use a Personal Flotation Device (PFD).

Case Study

This case study describes how Lucozade, which leads the UK sports drinks category, successfully tackled some very negative press, reversing its falling sales and consumer perception.

Article

This article looks at the uses of the broad reaching, emotionally charged medium of radio that can enhance engagement and increase brand recognition.

Opinion

Warc has again teamed up with the APSOTW – the Advertising Planning School On The Web. This excellent initiative, run by a team of senior planners from across the world, poses challenges for up-and-coming planners and marketers.

Case Study

This case study describes how Lucozade, a well-known energy drink brand in the UK, created a test lab during the 2014 World Cup to provide scientific results and lead the conversation about the physical conditions of playing football in Brazil, to raise its brand profile.

Article

This Company Profile from Euromonitor provides key details and analysis of Danone, the owner of brands such as Evian, Volvic and Aqua.

Article

This Company Profile from Euromonitor provides key details and analysis of Red Bull GmbH. Included is a strategic evaluation with key facts about the Austrian company, competitive positioning against comparative brands, and assessment of its position in the soft drinks market.

Case Study

This case study explores how JuiceBurst was transformed over three years from being largely unknown to one of the UK's fastest growing beverage brands.

Article

This article outlines several of the key trends that will impact out-of-home advertising in the UK in 2016.