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Case Study

Motorcycle manufacturer TVS used a multimedia approach and leveraged the harvest festival of Pongal to win back consideration for its Star City+ model in Tamil Nadu, India.

Case Study

Marriage website Jeevansathi's multichannel campaign generated a spike in registrations, made a profit, and created brand pull, by changing the narrative of the category in India.

Case Study

Clean & Clear Morning Energy, a facewash, reversed a decline in sales in India with a TV ad, online video content, radio and social media.

Case Study

M&Ms, the confectionery brand, increased sales in Taiwan with a social media campaign.

Case Study

Condom brand Skore used TV, digital and events to redefine the category narrative and boost sales in India.

Case Study

The Akanksha Foundation, an education NGO in India, recruited more teachers with an eye-catching social media campaign.

Case Study

Kids' malt drink brand Boost used TV and print to reposition itself in India.

Case Study

Gulf Oil used a TV and digital campaign starring cricketing star and motorbike fan MS Dhoni to build brand awareness in the motorcycle lubricant market in India.

Article

Ideas are crucial to content and the best are sustainable ones that can outlast a particular campaign to communicate the brand on a long term basis.

News

GLOBAL: Campaigns for Whirlpool in the US and for KFC in the UK and Malaysia last night took the Grands Prix in the three categories of the WARC Awards, with nine Special Awards also being handed out at an event in London.

News

GLOBAL: Campaigns for KFC Malaysia, Knorr, MS Limited Australia and Lockheed Martin have been awarded Golds for the Effective Content Strategy category in the 2017 WARC Awards which recognise next-generation marketing effectiveness.

Article

This article provides guidance and reading on a now common aspect of brand building - partnerships - in which two or more brands collaborate for mutual benefit.

Case Study

This case study shows how Daman, a health insurance brand, raised awareness about antibiotics self-prescription and over-consumption in the UAE by likening pills to candy.

Case Study

This case study explains how the UK electronics retailer Currys PC World increased sales around Christmas by being honest about the stresses and difficulties of the period and positioning itself as the solution in a humorous TV ad and social media campaign.

Case Study

This case study explains how WWF Hong Kong, the wildlife charity, challenged misconceptions about the ivory trade and achieved a total ban of the trade of ivory in Hong Kong.

Research Paper

This paper investigates how different phonetic structures used in brand names affect their luxurious appeal.

Case Study

This case study shows how MS Limited Australia, an Australian charity organisation, successfully raised awareness about Multiple Sclerosis (MS) by designing a bicycle laden with the disease's symptoms.

Case Study

This case study shows how Daman, a health insurance brand, raised awareness about antibiotics self-prescription and over-consumption in the UAE using a humorous campaign that likened pills to candy.

Article

This event report highlights the potential impact of patient power in response to pharma advertising, particularly on TV.

Case Study

This case study describes how Indian drinks brand McDowell's No.1 piggy-backed the launch of cricket captain MS Dhoni's biopic to drive a multi-channel repositioning campaign for the brand.

Case Study

This case study describes how multiple sclerosis support charity MS Australia, used the design of a bike to raise awareness of the symptoms of the disease and, in turn, improve fundraising efforts.

Case Study

This case study looks at how Mars Chocolate North America, a confectionery brand, partnered with Walmart to create the 'Say Thank you With M' campaign in the US which gave a bag of M&Ms to US troops every time one was purchased.

Research Paper

This paper examines failure to use records in sales reporting across about 12,000 store owners participating in a retail measurement panel in a Southeast Asian country.

Research Paper

This paper describes how Coca-Cola, the beverage company, ensures consistency in its market research globally, through the use of a partner organisation that monitors and supports the activities of its research agencies around the world.

Research Paper

Advertising researchers have highlighted how electrophysiological methods can improve the understanding of consumers’ emotional experiences, yet few published methodological studies draw the necessary guidelines to obtain reliable results.