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Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Article

This article explores views around the use of virtual reality as an advertising medium.

Opinion

Jerry Daykin, Head of Global Digital Media Partnerships at Diageo, is chair of the judging panel for this year's WARC Media Awards partnerships and sponsorships category.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Case Study

The case study describes how feminine hygiene brand Nana used a multimedia campaign to empower women and grow the Ultra sector in Tunisia.

Article

This article explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce;' while it is a hit in China, consumers in other parts of the world remain concerned about privacy.

Article

This Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market.

Research Paper

This article shows that advertisers must understand the emotional needs of their consumers in real-life moments when brands become relevant, so they can cut through the clutter at times when consumers are most receptive to their messages.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

Article

This article features interviews with the shortlisted candidates for the Marketing Leader of the Year 2017 award, from brands such as Nationwide, M&S, Just Eat and more.

Case Study

This case study explains how UnitedHealthcare, an American health insurance company, used humorous ads - including on TV, radio and social media - to build trust, consideration and sales.

Case Study

This case study shows how the Ayrton Senna Institute, a Brazilian NGO, drove an augmented reality campaign to gather support for Brazilian athletes during the Rio 2016 Olympic Games.

Case Study

This case study explains how Rio 2016, the Olympic and Paralympic Games organisers, changed attitudes around disability and generated interest in the Paralympics among Brazilians with a series of videos published on social media.

Case Study

This case study explains how sports clothing brand Under Armour worked with swimmer Michael Phelps to produce an emotional video and increase sales in the US.

Case Study

This case study explains how Sport England, a government body which promotes sport in England, inspired women to get active by making them feel more confident with a campaign that ran across TV, social media, outdoor and PR.

Case Study

This case study explains how the UK's NHS Blood and Transplant service recruited 17-24 year olds during National Blood Week by working with partners in TV, radio, digital, print and online to create a sense of urgency.

News

GLOBAL: McDonald's has sponsored the Olympic Games for more than 40 years, but now the global restaurant chain is ending its association with the International Olympic Committee's TOP partnership with immediate effect.

Case Study

This case study shows how The National Lottery (TNL), a lottery gaming brand, launched a campaign to get Britons to do more sports and increase audience engagement throughout the Rio Olympics' events.

Case Study

This case study explores how Budweiser, the beer brand, launched a campaign in the US to capture young beer drinkers through the Rio Olympics and Copa America, and to reverse a sales slump.

Case Study

This case study shows how Keebler Cookies, a cookie brand, used its iconic mascot to increase sales and bring the brand into the modern US market.

Case Study

This case study explores how Harbin Beer, a leading beer brand produced in China, initiated a worldwide campaign by connecting sportsmanship, in relation to the Olympics, with a celebratory beer.

Case Study

This case study shows how Bic, the pen brand, increased sales of its 4 Colour Pens in Australia by creating a pen-based sporting event.

Case Study

This case study explains how fashion magazine Elle created a memorable experience in its Elle Fashion Preview event in Sao Paulo, Brazil.

News

GLOBAL: In 2016, six billion hours of eSports were consumed - much of that in China - in a 19% year on year increase, but the slow pace of adspend suggests backers will have to play the long game, a new report shows.