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Article

Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.

Article

Mars Wrigley, the confectionery company, has uncovered powerful new insights regarding the role that its products can play during major seasonal events.

Research Paper

The MS Society commissioned research to inform a media campaign aimed at convincing the UK government to change various aspects of Personal Independence Payment (PIP).

Article

People are notoriously reluctant to engage with pensions but Standard Life found a way.

Case Study

Soy sauce brand Kecap ABC put mothers first in an integrated campaign that turned around several years of sales and share decline in Indonesia.

Case Study

Raymond, a leader in the Indian garment industry, used a multi-channel approach to introduce a technologically advanced fabric and improve its position in the consumer consideration set.

Case Study

P/S Kids, a toothpaste brand, partnered with influencers to reach Vietnamese parents and their children.

News

First it was Korean pop, then Korean soaps, now it’s K-beauty – Korean cosmetic products and regimes – that are going global.

Article

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2018 WARC Awards.

News

India’s biggest online retailer is rolling out its most personalised ad campaign yet, to entice shoppers to get spending in the sales ahead of Diwali.

Case Study

Cream Silk, a hair care brand, strengthened its association with the Miss Universe pageant, despite not being a sponsor, with a real-time Twitter campaign in the Philippines.

Case Study

Mars, a confectionary brand, made its M&Ms candy the go-to purchase across New Zealand at Halloween by launching a 13-day haunted livestream on Facebook.

Opinion

Now that content has tapped into the power of ideas, proper investment needs to support it to ensure it can be consistent over time, says Nick Kendall, Founding Partner of Broken, Electric Glue and The Garage Soho.

Case Study

Horlicks, a malted milk hot drink, launched a social experiment in Indian shopping malls that tested the lengths kids would go to for a chilled Horlicks shake to increase brand equity.

Opinion

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

Case Study

Ministry of Food Processing Industries (MoFPI), a ministry of the Government of India, organised World Food India (WFI), India's first-ever global investor summit in the food processing sector to re-energise India's food processing sector.

Article

Reese’s, the candy brand owned by The Hershey Co., has taken a bold approach to innovation as a means of enhancing its position.

Article

With campaigns with short-term aims on the rise and an ever growing amount of platforms to run them on, this article offers marketers guidance on the best way to create effective multi-platform work.

Article

Provides an overview of the Skittles 2018 Super Bowl campaign and explains how an ad that nobody saw led to a 7% sales increase.

Case Study

Mumbai Metro Rail Corporation Limited (MMRCL), a rapid transit system serving the city of Mumbai, launched an integrated communications campaign to regain control of the narrative surrounding its new railway line.

Article

Behavioral economics and neuroscience are among the disciplines that can offer a huge range of insights to brands.

Case Study

M&Ms, a confectionery brand, promoted its launch in India by utilising its connection with Hollywood and using its mascots to deliver personalised M&M boxes.

Case Study

Instappy, an app builder, promoted its software to Indian consumers by creating a campaign that familiarised them with its features.

Gunn Report

JCDecaux, the outdoor media owner, used its billboards to solve an urban problem in Brazil.

Article

Many FMCG products are not gender-specific yet most advertising continues to be aimed at women.