Article
•
Stephen Whiteside, WARC Exclusive, April 2018
Research from the Cultural Marketing Council has shown the uniquely powerful connection between culture and content.
Article
•
WARC 100, April 2018
This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.
Case Study
•
João Gabriel Fernandes, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Snack brand Doritos launched an innovative 'mystery flavour' campaign in Brazil that helped it reconnect with millennials and recover its reputation as a bold brand.
News
•
11 April 2018
MUMBAI: Changes in the Indian consumer landscape, including increased broadband penetration, a younger demographic growing in economic strength, and private label brands are threatening the hold of big consumer brands on the country.
News
•
04 April 2018
SAN FRANCISCO, CA: Alphabet’s YouTube has announced a new product that will allow brands to maximise reach from shorter ads by simplifying inventory, an enhancement of the six-second ‘bumper ads’ and promoted cards introduced two ...
Article
•
WARC Exclusive, March 2018
Global strategies, campaign updates and trends in the carbonated soft drinks category.
Article
•
WARC Exclusive, March 2018
Global strategies, campaign updates and trends in the savoury snacks category.
Article
•
WARC Exclusive, March 2018
Global strategies, campaign updates and trends in the energy drinks category.
News
•
27 March 2018
NEW YORK: GIFs are growing in prominence as a way for brands to drop into the bloodstream of the internet, according to a new report.
Gunn Report
•
Gunn Media, March 2018
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
•
Sam Peña-Taylor, Event Reports, Advertising Week Europe, March 2018
Consultancies are encroaching on the turf traditionally occupied by agencies but they’re not necessarily going to be pitching for creative work.
Research Paper
•
Subhadip Roy and Aditya Shankar Mishra, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 33-50
This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.
Research Paper
•
Stephen W. Wang and Angeline Close Scheinbaum, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 16-32
Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.
Article
•
WARC Best Practice, March 2018
This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.
Article
•
WARC 100, 2018
The WARC 100 is an annual ranking of the world’s best marketing campaigns and companies, based on their performance in effectiveness competitions.
Case Study
•
Design Business Association, Bronze, 2018
Imperial College Business School, part of Imperial College London, the UK university, improved engagement and its reputation by focusing on intelligence as well as the fusion of business and technology.
News
•
20 February 2018
PALM DESERT, CA: Nike, Kellogg and PepsiCo are among the established players responding effectively to the growth of the “direct-brand” economy, according to Randall Rothenberg, President/CEO of the Interactive Advertising Bureau ...
Opinion
•
Carlos Grande, February 2018
Some clients withhold their permission for a case to be submitted for the IPA Effectiveness Awards. Here, the IPA Effectiveness Editor Carlos Grande shares seven ways to win them over.
Article
•
Geoffrey Precourt, Event Reports, IAB 2018 Annual Leadership Meeting, February 2018
The growth of the "direct-brand" economy, where companies sell products straight to consumers using digital channels, poses a wide range of challenges to many established marketers.
News
•
13 February 2018
NEW DELHI: Food and beverage brands in India are taking the trend towards marketing in regional languages a stage further to embrace product packaging as a way of reaching more consumers.
Article
•
WARC Best Practice, February 2018
Explores the value of brand trust to companies as it grows in importance due to greater use of consumer data.
Article
•
WARC Best Practice, February 2018
Explores the impact of the increasing popularity of in-house agencies and how traditional agencies need to evolve to meet modern time and data demands.
Article
•
WARC Best Practice, February 2018
Explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.
Article
•
WARC Best Practice, February 2018
Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.
Opinion
•
James Hidden, February 2018
The Super Bowl is deserving of our attention, and brands that shell out to feature had to bring their best game.
