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News

MUMBAI: Hindustan Unilever is using its detergent brands to initiate “serious conversations” with consumers on subjects ranging from the financial empowerment of women to the fear of failure, a leading executive has said.

Article

This Company Profile from Euromonitor provides key details and analysis of Henkel AG & Co KGaA in the Home Care category.

Article

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Article

Provides key details and analysis of Reckitt Benckiser Group, a multinational consumer goods company, including home care market assessment, surface care, laundry care and automatic dishwashing.

Case Study

OMO, a detergent brand, wanted to promote its motto 'Dirt is Good' in the Middle East in order to impact growth in its stain removal equity and increase sales.

Opinion

Lucy Aitken, WARC’s Managing Editor – Case Studies, shares insights and observations from this year’s judging panel on the best performing papers from the Effective Social Strategy category of the 2018 WARC Awards.

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'.

News

GLOBAL: A campaign by BBDO China for restaurant chain McDonald’s has won the Grand Prix in the Effective Social Strategy category of the 2018 WARC Awards.

Case Study

SBS, a free-to-air broadcaster in Sydney, attracted new viewers to its content with a social media-driven campaign for a crime drama, Deep Water, focusing on gay hate murders in the 80s and 90s.

Opinion

The Ehrenberg Bass Institute stresses the need for the mental and physical availability of brands, but the coming age of marketing to machines will require mental and physical disruption, according to Phil Sutcliffe of Kantar TNS.

Case Study

PlayStation, a video gaming brand, launched the Play Everything campaign in Singapore to engage audiences.

Case Study

OMO, a laundry brand owned by Unilever, increased its market share in China by showing millennial women many different life experiences in order to encourage them to forget the fear of getting dirty.

Research Paper

Médiamétrie, an audience measurement and research company, redesigned its audience measurement approach in France in order to provide its customers with more reliable, and rich, insights.

Gunn Report

Looks into which Asian campaigns, along with the agencies that have worked on campaigns in the region, have performed best over the past year.

News

LONDON: There are numerous reasons why marketers might choose to use influencers, and while the idea of multivariate testing is probably not uppermost in their thoughts this can prove very effective.

Article

Marketers are rethinking whether celebrity influencers are such a good way of using social media; the micro-influencer, however, with an existing relationship to the brand can provide a more fruitful opportunity.

Case Study

OMO, the laundry detergent brand, used social media, PR and educational content to change attitudes and increase sales in the Middle East.

Opinion

OMO’s gold-winning campaign in last year’s WARC Media Awards offered a new take on integration. Tahaab Rais, Regional Head of Strategic Planning, FP7/MENA, explains how eBay, ambient, Periscope, a 23-hour Facebook Live ad and social media disrupted and engaged Arab parents in a quest to show them that dirt is good .

News

GLOBAL: There is huge scope for innovation within integrated campaigns where each channel not only plays to its strengths but reinforces the roles of other channels, according to a WARC study.

Case Study

The University of Engineering and Tehcnology (UTEC), a private university in Peru, used an invention and PR to increase interest in its courses.

Case Study

As part of a series of initiatives celebrating its bicentenary, Australian bank Westpac created a kids' rash vest with CPR instructions to highlight its commitment to future generations.

News

MUMBAI: Changes in the Indian consumer landscape, including increased broadband penetration, a younger demographic growing in economic strength, and private label brands are threatening the hold of big consumer brands on the country.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

Looks at how correct and incorrect predictions made in 1998 by The Economist were for the future.

Research Paper

Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.