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Case Study

The Indian Association for Palliative Care (IAPC), an information and support association, increased the number of requests for this sort of care in India by launching a stand-up comedy show performed by terminally ill patients.

News

TOKYO: Following Sony’s seven-fold increase in profits year on year, the Japanese consumer electronics giant has signalled a new direction with its acquisition of EMI Music Publishing.

Article

Shows how examining actual purchase data rather than customer demographics, enables a brand to target first-time and loyal customers in a category in different ways, to get the most out of their ad campaigns.

Article

This Company Profile from Euromonitor provides key details and analysis of Inter IKEA Systems BV.

News

LONDON: Influencer relations are a higher communications and marketing priority for the UK luxury sector than traditional media relations, according to a survey of industry specialists.

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.

Case Study

Maximum Mobil, a mobile payment platform in Turkey, created a campaign to increase its user rate and reduce call centre calls for card-related issues.

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'.