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Case Study

Juzt Jelly, a confectionery brand, increased sales in India by expanding its target market to include adults as well as children.

News

HANGZHOU: Alibaba, one of China’s internet giants, is taking on its US counterparts on all fronts, from cloud computing to artificial intelligence to smart speakers, thanks to a combination of rapid earnings growth and a huge domestic online ...

Case Study

Sky, a UK telecoms and entertainment company, used a plethora of Hollywood films and stars over a five-year period to show British consumers why Sky Broadband was the best network provider.

Article

Dow Chemical is a sponsor of the Olympic Games, and has very specific goals for this partnership as a business-to-business marketer.

Case Study

This case study explains how WWF Hong Kong, the wildlife charity, challenged misconceptions about the ivory trade and achieved a total ban of the trade of ivory in Hong Kong.

News

DANANG: Staying close to the consumer, both literally and metaphorically, is crucial to the growth plans of Tan Hiep Phat Beverage Group, the Vietnamese soft drinks business that is aiming to increase revenues sixfold over the next decade.

Case Study

This case study looks at how Always, a sanitary protection brand, created the Girl Emojis #LikeAGirl campaign, which ran in the US, Canada, Europe and Asia, to demand, and create, new non-stereotypical emojis reflecting real girls.

Case Study

This case study shows how Always, a feminine hygiene products brand, increased brand awareness globally by using emojis to tackle society's prejudices towards young girls.

Article

This article examines multi-channel attribution solutions and criticises their tendency to fail to account for the impact of non-digital media.

Research Paper

Taking the case of China, this paper examines the relationship between different luxury value dimensions, and explores how these affect consumers’ purchase intentions.

Research Paper

With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.

News

LONDON: AMV BBDO in London was ranked top creative agency in EMEA in this year's Warc 100, one of four agencies from the region from the top 20, while Coca-Cola was the top EMEA brand.

Research Paper

This paper presents a case study that reveals how stakeholders in the research process, by recommending specific data collection and analytical techniques, exert significant ‘hidden’ influence on the decisions made on the basis of market research findings.

News

Online video is a fast-growing part of digital marketing, and it was a particular aspect of how to use video on mobile platforms that most interested Warc subscribers on this subject during 2015.

News

SANTIAGO: Internet penetration in Chile is amongst the highest of any Latin American country, but digital advertising expenditure there lags behind the regional average, according to eMarketer.

Case Study

This case study shows how Harvey Nichols, a UK retailer, used a funny Christmas campaign, backed by a new product line, to stand out from the crowd.

Case Study

This case study explains how Cornetto, the ice cream brand owned by Unilever, used a ghost related content to build relevancy with young people in Malaysia.

Case Study

This case study explains how LifeBeat, a not-for-profit organisation, held a music concert in New York to encourage young people to get tested for HIV.

Article

This event report explains how URL shortening services can help marketers track traffic to their website from 'dark social'.

Article

This report analyses trends in the winning case studies of the Warc Prize for Innovation and draws out lessons for marketers to develop their own innovative marketing campaigns.

Article

This article sets out some of the key challenges 'dark social' - social sharing that is difficult to track - presents to marketers, and offers some ideas for actions that can be taken now to better understand it.

Opinion

This post is by Steve Lightfoot, senior manager – global marketing procurement at the World Federation of Advertisers .

News

SYDNEY: Marketers need to look beyond social networking sites and consider how they can exploit dark social, especially in Australia where more clicks are generated on privately shared content than in any other world region.

Case Study

This case study demonstrates how Sensodyne Pronamel, the toothpaste variant, was launched to tackle the emerging dental problem of acid wear on teeth in the UK and US.

Research Paper

Much of what is described as advertising pretesting is better viewed as an incomplete and imaginative attempt to measure steps along a surmised hierarchical process that is only indirectly related to the purposes for which the advertising is created.