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Case Study

Germ-prevention brand Dettol used a multichannel approach to grow sales of anti-bacterial handwash in India.

Opinion

With the backdrop of its 100 th anniversary, the 4A's (American Association of Advertising Agencies) has opened its files of history to provide a series of informational nuggets that, in part, articulate the history of not just the venerated trade organization but the industry it represents as well.

Case Study

This case study shows how Dettol, a health and hygiene brand, created a social movement to increase brand awareness and change India's hygiene habits.

Case Study

This case study shows how Air Wick, an air care brand, created an emotional brand story to drive sales in the US.

Research Paper

Although companies are increasingly using integrative communication processes to develop and improve market information dissemination, research in marketing has typically conceptualised and measured dissemination in terms of the use and frequency of information-sharing activities.

Article

This article describes how the co-operative business model is flourishing and what can be learned from the model's success.

Article

Warc's Toolkit 2013, in association with Deloitte, distils the smartest new thinking and best practice in marketing into a guide for the year ahead.

News

NEW YORK: Coca-Cola, Green Mountain and Tropicana are among the US beverages with the highest brand equity, new Harris Interactive figures show.

Case Study

Cawston Vale is a line of long-life fruit juices sold in the UK. Traditionally, ambient fruit juice a low-involvement category; innovation and high-quality tends to be found in the chilled section.

Article

This paper provides an overview of the bottled and canned soft drinks and carbonated waters industry in the United States.

Article

This paper provides an overview of the canned fruits, vegetables, preserves, and jams industry in the United States.

News

NEW YORK: Kimberly-Clark, Walgreens and Sherwin Williams are among the companies modifying their approach to meet the needs of baby boomers.

Article

As countries start to emerge from financial meltdown, organic growth and innovation is back at the top of every company’s agenda.

Research Paper

This paper discusses the approach and overall findings of the the "Future media trends 2015: Different scenarios for the future of media and media usage" study, developed by the Rheingold Institute in Cologne for a range of German TV and media companies.

Article

Too many brands are trying to combat the recession with excessive price promotion, which will do long-term harm to many categories, leading to commoditisation and erosion of brand loyalty.

Research Paper

The article reports a research study into the relationships women around the world have with their handbags, and what the bags mean to them.

Article

WARC Online's media editor, Laura James, analyses the media trends of the 55 published winners of the 2008 U.S.

Research Paper

The ABC Television Network has undertaken a series of research projects to understand the effectiveness of advertising in online streaming of TV episodes on ABC.com.

Case Study

Juice sales were down 20% between 2000 and 2005 in the U.S. as changing dietary habits hit the category.

Case Study

This paper discusses the 2006 campaign for Pomegreat pomegranate juice. PR had proved successful in getting the brand talked about, especially in terms of its health benefits.

Case Study

Ocean Spray was a declining brand in a declining fruit juice category during the 2000-2005 period. It had become side-lined when media attention focused on diet and obesity, even though cranberries were generally known to have healthy properties.

Case Study

In the 1990s Cadbury Schweppes Americas Beverages' subsidiary Snapple Beverage Corporation, long known for its quirky advertising, underwent a series of ownership changes that led to the brand losing its focus.

Article

Online advertising has been with us for 12 years now. As the medium has evolved over time, people have tried to define it as one big idea — from Web sites, communities, display ads, and email, to search, blogs, video, and social networking.

Case Study

This is a story about five years of incredibly successful advertising for Five Alive. It's a story about relevant differentiation in a traditional packaged goods category.

Article

Angela Pirrie, brands director at charteredbrands, provides two case studies to illustrate her contention that post-modern marketing practice encourages customisation in the way each NPD idea is approached.