Article
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J Walter Thompson Intelligence, Research on WARC, December, 2018
This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
Case Study
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Jason Jahn, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018
Procter & Gamble's My Black is Beautiful brand targeted black audiences in the US using TV, radio, social and search, to connect with them in a more meaningful way.
Research Paper
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Chayanne Meers and Suzanne Mulier, ESOMAR, Fusion, 2018
Alpro, a plant-based products brand, used deep-dive social analysis to identify consumer trends around plant-based products – allowing them to promote versatile and creative uses for its product ranges in Belgium.
Case Study
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MMA Smarties, Silver, Vietnam, 2018
Pepsi, the carbonated soft drink brand, disrupted Tet with thought-provoking ideas around digital distractions in Vietnam.
Article
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Research on WARC, October 2018
Introduces new insights on how to maximize marketing effectiveness with multicultural consumers through digital media by quantifying digital spend by ethnicity and race.
Opinion
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Lucy Aitken, September 2018
Just a few days remain to enter the 2018 WARC Media Awards, a global case study competition that rewards effective comms planning.
Research Paper
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Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, and Danielle M. Walls, Journal of Advertising Research, Digital First, August 2018
This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.
Article
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WARC Best Practice, July 2018
explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.
Article
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Euromonitor Strategy Briefings, May 2018
Offers a category analysis of hair care in the US, including company profiles, market data and key trends and developments.
Gunn Report
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Gunn Articles, May 2018
Looks into which North American campaigns, along with the agencies that have worked on campaigns in this region, have performed best over the past year.
Article
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Matthew Carlton, Event Reports, YMS18, March 2018
The young target audience for Jägermeister isn’t drinking as much as previous generations and is more restrained in an age of social media, resulting in the spirit brand adopting a new brand strategy of ‘less is more’.
Article
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Euromonitor Strategy Briefings, March 2018
Provides an overview of the past, present and future of premiumisation, including an explanation of the second wave of premiumisation and long-term global income trends.
Gunn Report
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Gunn Media, 2018
Contains the creative for the 'Nature Adventure' campaign for Old Spice by the agency Wieden + Kennedy in the US.
Article
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Jeremy Bullmore, Market Leader, Quarter 2, 2018, pp. 20-21
Discusses advertising over the years through an interview with the author and highlights some key things that happened in 1998.
Case Study
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Design Business Association, Gold, 2018
Seedlip, a non-alcoholic spirits brand, designed the bottle for its launch based on botanical illustrations to stand out from the sickly sweet non-alcoholic drinks category.
Article
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Lucy Aitken, WARC Exclusive, February 2018
Explores how Tide is continuing its strong heritage when it comes to the Super Bowl, by looking at its 2018 offering, 'It's A Tide Ad'.
Case Study
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Norma Jimenez, Anaid Navarro, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2017
Nivea Men, the beauty brand, used a football-focussed campaign to increase sales in Mexico.
Article
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Dave Knox, Market Leader, Quarter 1, 2018, pp. 46-49
Blue-chip companies were not ready for digital and the start-ups that grew from it; they now need to adapt to the new rules.
Article
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WARC Best Practice, November 2017
Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.
Article
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Geoffrey Precourt, Event Reports, ANA Masters of Marketing Conference, October 2017
Kentucky Fried Chicken, the quick-service chain, successfully reinvented its brand after a period of decline.
Case Study
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Team MullenLowe Lintas Group, WARC Prize for Asian Strategy, Gold, 2017
Surf Excel, a premium laundry detergent, increased brand equity among Muslim consumers in India and Pakistan.
Article
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Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, April 2017
Tough Mudder, the endurance event series, aims to connect with its millennial audience on an on-going basis, as well as to help its sponsorship partners achieve a similar goal.
Case Study
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SABRE Awards, Gold, Asia-Pacific and Gold, South Asia, 2017
The Canola Council of Canada, an industry association, used PR, influencers and social media to boost the reputation of canola oil in India and grow sales.
Article
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Euromonitor Profiles, August 2017
This Company Profile from Euromonitor provides key details and analysis of Amazon.com. Included is a strategic evaluation with key facts about the US company and competitive positioning against comparative brands in the retail market.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study shows how Axe, a male grooming brand, successfully launched a hair-styling range in the US by rearranging a famous James Blunt song.
