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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.

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 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.

Opinion

This is a guest post from Dom Boyd, Chair of the Account Planning Group (APG). There are many reasons for strategists to start 2017 full of excitement and optimism .

News

GLOBAL: Top executives from Microsoft and Nokia are among the final round of judges Warc is announcing for the 2017 Warc Innovation Awards.

Article

This article examines why marketers often are not seen as important in a company and how they can become company leaders through developing leadership skills.

Article

This article explores the avoidable mistakes that have been known to damage, or worse, kill a brand, and discusses the measures that can be taken to evade these dangers.

Research Paper

This research report details the digital habits and behaviours of 'fitness fanatics' around the world, defined as individuals who say they exercise more than four times per week and have a strong interest in health and fitness.

Case Study

This case study demonstrates how Unilever used smart targeting online in order to promote its Comfort Pure fabric softener to consumers in Vietnam.

Case Study

This case study demonstrates how Vodafone, India's second largest telecom service provider, increased affinity for its brand by creating an emotional connection to its 3G offering.

Case Study

This case study describes how Samsung, the manufacturer of the Galaxy S6 and S6 Edge phones, drove product engagement, sales and competitive conversion in Vietnam by engaging digital and mobile channels.

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 article presents the views of five industry experts on the future of augmented reality, following the success of the mobile game Pokémon GO, and recommendations for brands looking to enter this field.

News

LONDON: Marketers need to distinguish between the analytical task that is brand strategy and the more creative approach that brand positioning demands, according to an industry figure.