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Case Study

This case study shows how Officeworks, Australia's largest office products retailer, took a combined approach to sales activation and brand building to increase its sales and brand awareness.

Article

This paper explores the ways in which brands have evolved beyond creating connections, to inspire deeper levels of emotional support from their audience.

Case Study

This case study describes a campaign by Officeworks, the large Australian retailer, to reposition its brand from functional benefits to caring about people's ideas and helping them achieve.

Opinion

Looks as if Office Depot is going to buy OfficeMax. That purchase would combine the #2 and #3 office supply retailers, leaving only the new entity and Staples (currently #1), in an industry that has been pretty much undifferentiated and, in the industry's terminology, "overstored." We'd like to give you some engagement and loyalty facts about these category players, but we can't.

Article

The 16th annual Global Powers of Retailing report identifies the 250 largest retailers around the world for the 2011 fiscal year.

Article

This report identifies the 250 largest retailers around the world and examines trends for retailers to consider as they plan their growth strategies.

Article

This summary highlights emerging technologies and their relevance to marketers. It describes what each technology is for, who will use it, its role in the purchase decision journey, the competitive space, partners, campaign examples and brand opportunities.

Article

This paper discusses advertising to women and the female audience. The following points are highlighted: the position of women in society has changed profoundly in recent years, men and women have statistically different cognitive styles, and different female cohorts respond to ads in very different ways.

Article

This paper provides an overview of the stationery industry in the United States. Products include correspondence-type tablets, paper desk pads, loose-leaf filler paper, memo books, newsprint tablets and pads, notebooks, stationery, and various other padded paper products.

Article

This paper provides an overview of the risk management services industry, primarily in the United States.

Article

Josey Duncan Lee from Landor Associates explores the reoccurring themes from the panels and presentations at the Economist's seventh annual marketing forum.

Article

This briefing offers an overview of the history, theories and key trends related to marketing to SMEs.

Research Paper

This presentation documents ‘current practice’ in terms of social media integration into marketing strategy based on a quantitative survey of over 240 organisations.

News

NEW YORK: Major companies from Wal-Mart to Procter & Gamble are aiming to tap into the changing needs of US consumers in the financial crisis, with value expected to be among the key drivers of sales both during the holiday season and beyond.

Article

A “Creativity in the Age of Social Media” Webinar presentation to the American Association of Advertising Agencies (4A’s) by Edward Boches, chief creative officer/chief social media officer for Boston-based Mullen Advertising, is the focus of this article by Warc’s U.S.

Case Study

Navistar is one of the world’s leading truck manufacturers based in the US. In January 2008, they decided to tackle a hitherto neglected market of small to medium fleet owners with 1 to 50 vehicles.

Article

Millennial and Generation X men are researching, shopping and purchasing on the internet more than women.

Article

In this paper, Geoffrey Precourt, WARC’s U.S. Editor, examines the trends demonstrated by the short-listed entries to the 2009 Jay Chiat Awards.

Case Study

For the 2008 Back to School season, OfficeMax planned to focus on a new audience, shifting its emphasis away from children and “tweens” to women in the workplace.

Research Paper

The advertising landscape has experienced dramatic change over the past several years, as consumers spend more time online, have more control over traditional advertising vehicles, and chose to create and share their own content.

Research Paper

It is key to marketers to learn what makes people act, both at the most fundamental level and with regard to brands.

Article

Woody Allen is reputed to have said, “Eighty percent of success is showing up.” Unfortunately this cannot be taken for granted in the world of branded content, even though many brands pay for the privilege of showing up in movies, TV programs and video games.

Case Study

The world's leading contract seller of office furniture at the end of the twentieth century, Steelcase, Inc., was closely associated with one of its pioneering products, the Series 9000 Systems Furniture line.

Case Study

In 2001 Office Depot, Inc., prided itself as the world's largest seller of office furniture and second-largest supplier of office supplies after Staples, Inc.

Case Study

In 1994 Kmart Corporation came close to bankruptcy. In October of that year the company—then the second-largest retailer in the United States—posted its seventh consecutive quarterly decline in profits, closed 100 of its 2,350 stores, cut the ranks of management by 10 percent, and laid off 5,350 hourly employees.