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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

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.

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.

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...

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

With so many fragmented data sets at their disposal, how do marketers know what’s worth exploring, what’s relevant to the brief, or what might contribute to the creative process? Two techniques for using data in creativity are ‘data-based creative’ and ‘creative use of data’.

Article

The opportunities to advertise to mass markets with the same message are diminishing.

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.

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 ...

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 .

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.

Article

Introduces a series of papers on how benchmarking can improve marketing performance.

Article

Using examples from Delta Air Lines, Lynx, Wilkinson Sword and Sky Television, this article explains how to tie in marketing metrics with the goals of the overall organisation and how to isolate the impact of marketing’s paid efforts to get close to people’s real experiences of the brand.

Article

Explains the importance of the role of shopper marketing and looks at ways that brands can maximise their strategies in order to improve results.

News

LONDON: A global campaign from German mobile operator Deutsche Telekom has won the Grand Prix in the Tech category of the WARC Media Awards, while campaigns from Unilever, University of Sydney and Softlogic picked up Golds.

Opinion

David Chriswick, Head of Brand Strategy at DigitasLBi Chicago and a judge in the Effective Use of Brand Purpose category in the 2018 WARC Awards, talks to Lucy Aitken about what brands can learn from last year's winning Whirlpool paper, which he co-authored, and shares his favourite examples of effective brand purpose.

Article

This article explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

Case Study

Lynx, a deodorant brand, created a short video series in the UK to discuss modern masculinity and regain its relevance among young men.

Case Study

Lynx, the deodorant brand, worked with CALM, the suicide charity, to increase awareness of suicide among men aged 20-45 in the UK, and encourage men to talk about their feelings and seek help.