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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 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.

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.

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.

News

GLOBAL: BBDO NY and MediaCom have won the Grand Prix in two categories in the Warc Media Awards for their work for confectionery maker Mars.

News

HOLLYWOOD, FL: Turner Sports, the broadcasting channel, says it is reaching a whole new audience through its eSports coverage and the Eleague it launched less than a year ago "It's an insanely passionate growth area of the young male demographic," ...

News

GLOBAL: Procter & Gamble-owned personal care brand Old Spice, charity Cancer Research UK and Australian mental health foundation Headspace have won Golds in the Effective Use of Tech category in the Warc Media Awards.

Article

This event report discusses how the Czech brewery, Plzeňský Prazdroj, found a gap in the otherwise saturated long drinks market, launching a cider to appeal to the fifth of drinkers who do not opt for beer.

News

SAN FRANCISCO: Twitch is looking to expand beyond its e-sports origins while new features put it in direct competition with the likes of YouTube, and marketers ought to take notice, an industry figure has said.

Article

This article introduces the ANA's new chairman, Marc Pritchard, whose work at P&G demonstrated his driving belief: that marketing and advertising has a responsibility to do good.

Article

This article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.

Article

This article explores the advances that have led to addressable TV advertising, a method that brings the digital capability of finding the right audience and accurate measurement, with the proven brand-building power of mass marketing on TV.

Case Study

This case study describes how US deodorant brand Old Spice connected with its target audience by creating a live-streaming, live-action, user-controlled video game.

Case Study

This case study describes how Wild Stone, an Indian deodorant brand, overtook the market leader Axe to become the number 1 brand in the gas-based deodorant category in India by challenging existing preconceptions.

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.

Research Paper

This report describes the results of a Unilever Habits and Attitudes (H&A) study that looked into consumer behaviour and the opportunities provided by listening to social media conversations to pick up emerging signals of change.

Article

This event report describes the issues of "brain drain" as ad agencies increasingly lose out on talent to tech companies.