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Case Study

This case study explains how Lurpak, a premium butter brand, repositioned itself to drive sales in the UK, by connecting with consumers through their love of food.

Article

This article looks at how the advertising industry could serve clients better by improving its skills in finding the problem that needs to be solved - rather than simply presenting the idea.

Article

This report describes how food brands are leveraging programmatic media buying, and explores the possibilities it offers in areas such as campaign optimisation and cost efficiency.

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 Company Profile from Euromonitor provides key details and analysis of Arla Foods Amba, the owner of brands such as Lurpak and Castello.

Article

This article looks at optimising macro budget allocation between brands and markets and advises adding 'market attractiveness' factors to econometric models.

Article

This article argues that, rather than prioritising between technology and creativity, the key to success is in developing creative big ideas that are true to the brand, and using data and technology-driven approaches to execute them in the right context.

Article

This article explains how companies can protect the value and market share of quality brands against the growing onslaught of discount rivals in the UK grocery market.

News

Campaigns for FMCG brands dominated the rankings of most-viewed case studies on Warc this year, with 'Mariachi', a humourous campaign from AMV BBDO for snack brand Doritos, taking the number one spot.

Case Study

This article explains how Lurpak, the butter brand, developed a global brand positioning that was effective in a range of countries at different stages of market growth.

Article

This event report looks at how retailers and brands are successfully co-operating in-store, with strategies including redesigned layouts and co-branded communications that are working to their mutual benefit.

Case Study

This case study reveals how dairy brand Anchor communicated the benefits of its Anchor Rewards Club in the UK in order to drive brand loyalty and increase its member base.

Article

This article provides guidelines for planning in real-time, in order to create a state of readiness that allows for 'planned spontaneity'.

Opinion

The latest content on Warc includes analysis of the Cannes Creative Effectiveness Lions, new additions and updates to our media best practice papers and a range of reports from conferences around the world.

Article

This analysis of the 2014 Cannes Creative Effectiveness Lions highlights trends in media channel usage, objectives, creative strategy and reported metrics, focusing on the differences between shortlisted campaigns and other entrants.

Opinion

The Cannes Creative Effectiveness Lions 2014 were published on warc.com last week. The awards honour creativity which has shown a measurable and proven impact on a client's business – creativity that affects consumer behaviour, brand equity, sales, and where identifiable, profit.

News

CANNES: 'Guilt Trips', a campaign from McCann Melbourne for V/Line, a regional Australian train service, has won the Grand Prix at the 2014 Cannes Creative Effectiveness Lions.

Case Study

This case study describes how Lurpak, the butter brand, created a global brand positioning based on a universal food truth around the joy of cooking for food lovers.

Article

This event report covers a Thinkbox analysis of five different forms of advertising, concluding that TV advertising has become more effective in recent years.

Article

This article discusses the importance of consistency in brand meaning, arguing that whilst the way the meaning is communicated can change, its essence should stay the same.

Article

This article discusses the convergence between TV viewing and second/third screens, arguing that while TV viewing figures are stable, advertisers need to make the most of additional platforms.

Case Study

This case study describes the UK launch campaign of Lurpak Lightest Spreadable, a low-fat spread containing butter, which sought to steal share from competitors and minimise cannibalisation from other offerings in the Lurpak range.

Article

The typical model for innovation is that a company will launch many products in the hope that some of them will stick and become a success.

Article

This article describes how the co-operative business model is flourishing and what can be learned from the model's success.

Article

Successful brands are focusing on becoming brands that are determined to improve people's lives on a daily basis.