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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

Outlines six ways to build a strong brand signature from owning the central character, as in Coca-Cola owning Christmas with the Coke Santa, to brand identity emblems like the Google Doodle and physical icons such as Apple’s glass staircases.

Article

In a world of vanishing technology, where calls can be made and delivered to any device, what does the future hold for the humble mobile network provider in a world of handset contracts?

Article

Looks at the current market for TV in India and discusses its future in the midst of new digital technologies and changes in viewership.

News

SINGAPORE: Brands in Asia need to continually evolve in order to keep up with digitally savvy consumers in an increasingly connected region, according to an industry figure.

Article

This article offers 10 tips from AirAsia and the Singapore Tourism Board – two high profile SE Asian advertisers – on evolving a brand over time.

Case Study

This case study details how Samsung, a technology brand, launched its new Galaxy A-Series smartphone in Vietnam, despite widespread negative perceptions of the previous Galaxy A model.

Article

This article explores what 5G is, the impact it will have on advertisers and challenges that it faces.

Article

This report provides an overview of the global consumer electronics industry, including the current state of the market, leading companies and brands, as well as trends and forecasts of future developments.

Article

This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.

News

LONDON: Music is the least understood element of branding strategy, and yet it is one of the most powerful markers of a brand, fundamental to the experience that customers remember, an industry figure has argued.

Article

This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.

Case Study

This case study describes how Chinese mobile brand Tecno used an innovative TV campaign to launch its C9 smartphone in Egypt, during Ramadan.

Research Paper

This article provides research and insights into app users and explains why the growth of mobile apps is good news for brands.

News

GLOBAL: Two-thirds (66%) of the world's population, or more than 5.5bn people, are expected to be using mobile devices by 2022, according to a new global forecast.

Article

This article looks into who millennials really are and how their characteristics, attitudes and behaviours are often misinterpreted and simplified.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

News

LONDON/CUPERTINO: Apple's entry into the phone market ten years ago today established a new category within a category - the smartphone – and began a seismic shift in consumer expectations for communications which is only now slowing.

Article

This article examines the rise of the iPhone, its competitive market set, and the future for mobiles in the month of the tenth anniversary of the launch of the iPhone, which proved a game-changing invention.

Article

This article argues that telecom marketers need to re-evaluate their media strategies in order to adapt to three paradigm shifts: the death of broadcast TV; brands as publications; and phones moving from voice to data.

Case Study

This case study explores how Tecno, a low tier Chinese mobile phone brand, launched its latest smartphone, the C9, using a national campaign in Egypt.

Article

This article examines key insights on product placement, the subtle form of advertising for promoting branded products and services, which can enhance brand awareness, recall and drive sales.

Article

This article summarises how the brands Ford, ADT, Oreo and IBM overcome challenges in marketing, providing tips on how to stay relevant and innovative.

News

MUMBAI: Samsung, the South Korean consumer electronics giant, is the brand that Indian consumers trust the most, according to a listing of 1,000 brands in the country.

News

BARCELONA: Technology firm Nokia gained worldwide attention last week when it announced the reintroduction of its iconic 3310 handset at the Mobile World Congress, but the company's CMO says the brand is about much more than mobile phones.