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News

LONDON: US tech businesses dominate the time Britons spend online, with Google and Facebook alone accounting for one in every three and a half minutes, new research suggests.

News

MENA: Campaigns for Coca-Cola, McDonald’s, Unilever’s OMO, and Pepsico are among the 20 papers shortlisted for the first WARC Prize for MENA Strategy, which rewards the most effective creative work from a fast changing region.

Case Study

This case study shows how OMO, a detergent brand, launched a live-streaming campaign to showcase children's sedentary lifestyle and increase brand awareness and sales in the Middle East.

Case Study

This case study describes how baby care brand Libero Peaudouce used a multimedia campaign to allow Tunisian families to pay tribute to their mothers to build brand love.

Article

This article explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce;' while it is a hit in China, consumers in other parts of the world remain concerned about privacy.

Article

This event report identifies key learnings from Ariel, the P&G-owned detergent, Share the Load campaign, with the creative and strategic team that put the work together.

Article

This Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market.

Research Paper

This paper examines the effectiveness of television advertising and changes in audience response since the 1980s within the United States.

Case Study

This case study explains how laundry brand Persil used a comparison between the time children and prisoners spend outside to build brand relevance and sales in a global, integrated campaign.

Case Study

This case study shows how Ariel, a detergent brand, used a social campaign to engage with its Indian audience and increase brand awareness.

Case Study

This case study shows how Surf, a detergent brand, successfully related its brand message to the Ramadan celebrations in Pakistan and India.

Case Study

This case study shows how Persil, a detergent brand, renewed its core values in a bold campaign that successfully increased its sales in the UK.

Case Study

This case study shows how Persil, a detergent brand, successfully increased its sales in the UK with a bold campaign that reinforced its decades long motto.

Case Study

This case study shows how SURF, a Rwandan Survivors' Fund charity, was able to increase sales and brand awareness through a highly targeted and data-optimised pro-bono campaign in the UK.

Opinion

As the WARC Awards shortlist for the Best Use of Brand Purpose is announced, Lucy Aitken reveals some of the feedback from judges about what qualifies as purpose.

Case Study

This case study describes how Johnson's Baby used online and offline content to launch its dedicated YouTube channel in India.

Article

This report analyses the world's best marketing campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

Research Paper

This article describes how Yanbal, a cosmetics brand, researched the increased use of digital technologies for its direct sales operations in Mexico, Colombia and Peru.

Article

The article explores the astonishing rise of homegrown Indian FMCG giant, Patanjali Ayurved, and how the company is building an alternative, natural brand to multinational competitors - and winning.

Case Study

This case study describes how Hindustan Unilever used direct marketing and mobile content to persuade consumers to play games linked to three of its brands: Domex, Comfort and Surf Excel Matic.

Case Study

This case study describes how Rwandan genocide survivors' charity, SURF, drove engagement and brand awareness to promote jewellery made by genocide widows, using audience surveys and data-optimised creative units.

Research Paper

This paper examines how dashboard applications might be transformed in order to maintain interest and user attention.

Case Study

This case study describes how Johnson's Baby used extensive research to build a connection between online and offline to launch its dedicated YouTube channel in India.

Article

This article looks at what programmatic can do to move away from the relentless targeting that ultimately only alienates consumers, and become better targeted and tailored messaging welcomed by its audience.

Article

This event report discusses some of the challenges facing newsbrands, including the rise of "fake news", falling trust in media, ad fraud and questionable metrics from some of the main digital players.