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.
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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Euromonitor Profiles, September 2017
This Company Profile from Euromonitor provides key details and analysis of Beiersdorf AG, the owner of brands such as Nivea, La Prairie and Labello.
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.
Article
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Sue Unerman, WARC Best Practice, June 2017
This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.
Case Study
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Subramanyeswar S., WARC Awards, Bronze, Best Use of Brand Purpose, 2017
This case study shows how Surf, a detergent brand, successfully related its brand message to the Ramadan celebrations in Pakistan and India.
Article
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WARC 100, May 2017
This short report summarises the results for the FMCG category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.
Article
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WARC Exclusive, May 2017
This report explores the effective use of media through insights from the winners of the 2016 WARC Media Awards and analysis from the 40-strong judging panel.
News
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10 May 2017
NEW YORK: Procter & Gamble was named as the top US advertiser in the WARC 100, an annual ranking of the best marketing campaigns and companies according to their business impact, while Starcom New York claimed the title of top agency.
Article
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WARC 100, May 2017
This short report summarises the results for the US from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.
Research Paper
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Valeria Bellani, Guillermo Rivas and Guido Gamba, ESOMAR, Latin America, April 2017
This paper describes a research project for Mercado Libre, a Latin American ecommerce platform, which wanted a better understanding of its own position against those of its competitors in the online shopping market.
