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Article

Marketers are still grappling with many of the changes taking place in society and the communications ecosystem, and must rethink various aspects of their existing strategies.

Article

This article is a conference note on ‘using neuroscience tools to develop creative that sells’ from the MRS Summit 2017, held in May in London.

Article

This article explains key steps marketers need to take to market effectively to rural consumers in India – a population of 840 million that is expected to grow.

Article

This report provides part 2 of an overview of world health and wellness company strategies, examining multinationals' acquisitive activities and product strategies, industry challenges, brand growth platforms and regulatory challenges.

Article

This article outlines how some of India’s biggest brands - including Colgate, PepsiCo and Emami - are using mobile marketing to access rural India.

Article

This article looks at how brands should identify the sales-driver segments of the target audience and then profile them in order to engage them via appropriate messages, if they are to grow sales.

Article

This event report outlines analysis conducted by Nielsen, the research firm, into what drives effectiveness among the top-performing Super Bowl ads.

Article

This event report outlines how PepsiCo, the food and snacks group, is benefitting from the decision to create more content in-house.

Case Study

This case study details how Shock Top, a brand of craft white ale, adapted its tactics used in Canada to reinvigorate the brand in the United States.

News

Case studies from the Cannes Creative Effectiveness Lions were the most-viewed on Warc during 2016, with the Grand Prix winner from UK retailer John Lewis the number one paper overall.

Article

This article looks at how successful social media campaigns can be more accurately distinguished from popular but ineffective campaigns.

News

LOS ANGELES: Mountain Dew, the soft drinks brand owned by PepsiCo, believes that tapping into the power of virtual reality (VR) can help it make a major impression in the "experience economy".

Article

This event report outlines how Mountain Dew, the beverage brand owned by PepsiCo, is leveraging the power of virtual reality.

Case Study

This case details the launch of Mtn Dew Kickstart, a soft drink brand owned by PepsiCo, which targeted young men in the US.

Case Study

This case study describes how Ribena, an English origin brand of blackcurrant-based uncarbonated and carbonated soft drinks, promoted its new drink variant to restaurant customers in Malaysia by using a branded card as its new advertising platform.

Case Study

This case study shows how Mountain Dew, a carbonated drinks brand, increased brand awareness and preference by using real live Indian heroes to promote its brand philosophy.

Article

This global briefing focuses on industry trends in the carbonated soft drinks category, where volume sales of traditional sweetened products are in decline as health-minded consumers look to alternative options.

Research Paper

Despite the popularity of brand placements in television programming, little is known about their effectiveness when they are used separately compared with when they are combined with television commercials.

Article

This paper explores the ways in which brands have evolved beyond creating connections, to inspire deeper levels of emotional support from their audience.

Article

This event report outlines the approach that Alphabet Inc – the parent company of properties like Google.com, YouTube and Gmail – takes to building brands.

News

NEW DELHI: Direct consumer engagement works better than advertising, which should be limited to conveying a "brand philosophy", according to a top PepsiCo India executive.

News

MUMBAI: Saavn, the music streaming service, has expanded into original audio programming and is contemplating a future where it offers video products as well, as it repositions itself as an entertainment platform.

Article

This short report summarises the results for the drinks category from the 2016 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This short report summarises the results for Central & South America from the 2016 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This short report summarises the results for the food category from the 2016 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.