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Article

This event report looks at research into the mobile behaviours of Gen Z in the UK, a group termed 'mobile prodigies'.

News

LONDON: Views on what constitutes marketing “innovation” vary, but four themes, ranging from the facilitation of brand purpose to disruption of category norms, are evident in a new WARC report.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Research Paper

Using a web survey experiment, this study examines measurement comparability between two radio button questions (fully labelled and endpoint labelled) with slider questions.

Research Paper

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.

Case Study

This case study shows how Hemnet, a property search portal, used big data to create the perfect dream home for Swedish buyers and made it available for pre-sale thus cementing its market leadership.

Case Study

This case study explains how the UK electronics retailer Currys PC World increased sales around Christmas by being honest about the stresses and difficulties of the period and positioning itself as the solution in a humorous TV ad and social media campaign.

Case Study

This case study explains how Norton, a computer security brand, used a series of short digital films to improve awareness of security and the Norton brand in a global campaign.

Case Study

This case study shows how Elevit, a prenatal vitamin supplement brand, increased sales by finding a creative solution to regulatory obstacles in China.

Case Study

This case study describes how tech brand Lenovo used an integrated strategy to target IT decision-makers across eight key European regions in their own language.

Article

This article explains how artificial intelligence and machine learning are currently being used in advertising, and what the possibilities as well as the limitations are for the future.

Article

This article explains how FMCG marketers can best combine TV and social media, arguing that the most important thing is to start a conversation, keep it going and not hide if it becomes difficult.

Article

This article explores how brands can keep up with the rise of machines and achieve the best user experience through a combination of TV and social media.

Case Study

This case study shows how Lenovo, an electronics brand, successfully introduced its new mobile phone model in Czech Republic by creating a new art form.

Case Study

This case study explores how Chipsy (AKA Lays), the world's biggest potato chip brand, launched a campaign in Egypt by partnering with the UEFA Champions League: the world's biggest football league.

Case Study

This case study shows how Unknown User, a horror movie, was able to exceed box-office expectations using a bespoke viral video campaign that won German cinema-goers' hearts.

Research Paper

This paper reveals the findings of a global study into the behaviours, attitudes and responses to advertising of Generation Z to help marketers understand how to effectively engage them.

Article

This event report outlines how artificial intelligence could reshape the way consumer insights are generated and activated, based on the example of Sqreem, an analytics provider.

News

GLOBAL: An innovation for the LandCruiser 4x4 vehicle by Toyota, the Japanese car manufacturer, bringing emergency communications to the Australian outback, has won the Grand Prix in the 2017 WARC Innovation Awards.

Article

This report explores how Intel, the technology company, implemented a new campaign to help reinvent its brand.

Research Paper

This article contends that market research in Latin America is not fully utilising the opportunities offered by smartphones to conduct surveys and collect data, relying too much on face-to-face research.

Article

This report examines the significant rise of news consumption in the US in 2016, looking at reach, time spent with medium, most popular sources as well as demographic breakdowns.

Research Paper

This paper explores how Etihad Airways, a UAE airline, looked at digital adoption in the Middle East and how it will change understandings of consumers.

Research Paper

This paper looks at the rise of person-centric measurement and how to measure media consumption in Saudi Arabia and Turkey, given the disruption of emergent digital platforms.

News

LONDON: BT Sport, MasterCard and Whirlpool are among the 20 brands from around the world that judges have shortlisted for the Warc Innovation Awards.