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Article

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

Discusses advertising over the years through an interview with the author and highlights some key things that happened in 1998.

Case Study

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

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

Nivea Men, the beauty brand, used a football-focussed campaign to increase sales in Mexico.

Article

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

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

Kentucky Fried Chicken, the quick-service chain, successfully reinvented its brand after a period of decline.

Case Study

Surf Excel, a premium laundry detergent, increased brand equity among Muslim consumers in India and Pakistan.

Article

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

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

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

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

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

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

This case study shows how Surf, a detergent brand, successfully related its brand message to the Ramadan celebrations in Pakistan and India.

Article

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

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

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

This article 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

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

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.

News

GLOBAL: An India campaign for Procter & Gamble's Ariel detergent brand has topped the WARC 100, an annual ranking of the world's best marketing campaigns and companies according to their business impact.

News

LONDON: Some 15 campaigns from last year have been recognised for their creativity and effectiveness in the latest industry study from the Gunn Report.

Opinion

Paul Wilson was a Warc Media Awards judge on the Effective Use of Tech category. There is no doubt that technology is changing the world of communications.