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Article

Lessons from winners in the 2018 WARC Prize for MENA Strategy, including Nissan and Coca-Cola.

Opinion

Brands are rarely made better when we add to them. The more we add stuff - be it for the sake of 'the new' or to fend off what we see as competitive threat - the greater the risk that we dilute and obfuscate what we really are, says Gareth Kay.

Opinion

Multiple Gold IPA Effectiveness Award winner Tom Roach, Head of Effectiveness at BBH London, shares a personal perspective on the value of writing an IPA Effectiveness entry, and reveals the top 20 IPA case studies on WARC.

Article

Brand architecture is the structuring of a company’s portfolio of brands – good brand architecture helps consumers and companies by aiding choice and maximising efficiency.

Article

Explores how organisations can optimise their brand architecture in a way that focuses on putting the customer first.

Opinion

Just a few days remain to enter the 2018 WARC Media Awards, a global case study competition that rewards effective comms planning.

Opinion

This month, Chemist Warehouse is the brand which has achieved the biggest uplift in its Ad Awareness in Australia, according to YouGov’s BrandIndex Ad Awareness score.

Case Study

OMO, a detergent brand, wanted to promote its motto 'Dirt is Good' in the Middle East in order to impact growth in its stain removal equity and increase sales.

Case Study

Coca-Cola, a carbonated drinks brand, increased sales in Egypt by creating a national hymn to football that enticed the country's youth to get reacquainted with the national team.

Opinion

The gold winners in the 2018 WARC Awards’ Effective Content Strategy showed brands that successfully seeped into or borrowed from culture, writes WARC’s Managing Editor, Case Studies, Lucy Aitken...

Case Study

Allegheny Health Network (AHN), the healthcare provider in western Pennsylvania (WPA), increased its share of patients by proving its approach to individualised care through its extensive ad campaign.

Opinion

Ideal ideas are not original but variations of a form, marrying innovation and immediacy to different frameworks.

Case Study

Lynx, a male antiperspirant brand, launched a content-led campaign in the UK to give masculinity a new voice.

News

LONDON: More brands and media owners are allying themselves with social issues, including mental health which is a particular problem among younger people.

News

DUBAI: A brand’s agency partners should be willing to take risks and have skin in the game, according to Coca-Cola’s head of integrated marketing communications in the Middle East.

Article

The brand-agency relationship needs to be rethought in several ways, according to a leading Coca-Cola executive.

Article

Explores both and uses lessons from some best-in-class examples to propose an approach to generate more creative uses of data in brand work.

Article

Presents a series of papers devoted to ways in which marketers can ‘get creative with data’.

News

GLOBAL: The most effective campaigns put some serious thought into what technology can help them achieve, such as building emotional equity, rather than simply using tech for tech’s sake, according to a WARC study.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Opinion

Asma Shabab, Marketing Leader for Watson Internet of Things at IBM Middle East, Africa and Turkey, is judging the 2018 WARC Prize for MENA Strategy .

News

LONDON: Traditionally male brands such as Unilever’s Axe deodorant and Arcadia’s Topman retail chain have adopted a modern approach to masculinity in their marketing efforts, in contrast to the toxic masculinity that has damaged both ...

Article

The way brands speak to young men is changing to incorporate a more realistic, more sensitive idea of what it is to be a man, at a time when suicide among young men is at an all-time high.

News

DUBAI: As Saudi women gain greater freedom and push the boundaries of convention in the kingdom, advertisers need to rethink their approach to how they reach and engage with these consumers, according to a leading marketer.

Article

Change is coming to Saudi Arabia, including greater freedoms for women, and brands will need to adapt to the new circumstances.