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Article

Snapchat users tend to be very active on the platform, but unlike other social media platforms, they don’t accrue many followers and much of their interaction is with close friends – so brands need a different strategy.

Opinion

Live sporting events are powerful opportunities for brands to engage with fans online. With people scouring the web for game scores, live updates, reviews, previews, and everything in between, there is a plethora of opportunities to engage them with a relevant message in the right moment, argues Grapeshot's Josh Baines.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

Coca-Cola, the soft drinks giant, believes its Freestyle machines – which allow consumers to pick between, and mix, over 150 beverage flavors – offer numerous possibilities for driving growth.

Article

Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.

News

AUSTIN, TX: Comcast, the cable and broadcasting company, is generating extremely valuable consumer insights from the voice-activated remote controls that are now being used by many customers of its X1 service.

Gunn Report

The Gunn Media 100 is an annual ranking of the world’s most awarded advertising and marketing campaigns in media competitions around the world, and the companies that created them.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Article

Looks at how correct and incorrect predictions made in 1998 by The Economist were for the future.

Article

Comcast, the media company, is exploring the power of voice technology through the use of remote controls that are activated using oral commands.

Opinion

With the FIFA World Cup, Commonwealth Games and Ryder Cup taking place this year, 2018 is a big year for sport.

Research Paper

This study examines the use of trap questions as indicators of data quality in online surveys. Trap questions are intended to identify respondents who are not paying close attention to survey questions, which would mean that they are providing sub-optimal responses to not only the trap question itself but to other questions included in the survey.

Case Study

Budweiser, a beer brand, redesigned its packaging in ode to America in order to reverse sales declines during Summer 2016, alongside the presidential election and Rio Olympics.

Data

This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry.

Article

Deutsche Telekom, Channel 4, Suzuki, Disney, and Warner Brothers are among the brands that shared their learnings from the WARC Media Awards.

News

PYEONGCHANG: As the Winter Olympics start, participating brands appear less worried about potential security issues in Korea than the challenges posed by geography and the weather.

Article

New Balance, the sportswear manufacturer, has adopted a nuanced strategy as it seeks to reach youthful "gamechangers" who have the power to influence broader perceptions of its brand.

Article

Examines the potential advantages and risks to using social media users to promote brands, both in the context of influencer marketing and user-generated content.

News

SYDNEY: Australian media agencies have reported a record year of advertising expenditure in 2017, hitting A$7.11bn, an unexpected development given that the previous year included the Rio Olympics and a Federal election.

Case Study

Cornetto promoted its new ice cream to young consumers in Russia by positioning itself as a relationship ice-breaker through multiple media channels.

Case Study

Russian ice-cream brand Zolotoy Standart run a family-oriented campaign through an engaging TV show and mobile game.

Article

This article explores the reading and thinking surrounding Sina Weibo, a popular Chinese micro-blogging platform allowing users to post, share and explore Chinese-language content, but which also finds itself under pressure to censor unfavourable content by China's government.

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'.

News

GLOBAL: Global adspend growth is expected to increase to 3.6% in 2018, up from 3.1% in 2017, according to the latest estimates from Dentsu Aegis Network.

Article

Toyota, the automaker, is attempting to transform the future of retail by making mobile commerce apply to actual stores, and not just devices.