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Article

This article contrasts the success of tailored targeting in the 2016 IPA Effectiveness Awards with the marketing wisdom of Byron Sharp.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Article

This article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.

Article

This article summarises Warc's Toolkit 2017, a guide to six key challenges for brands in the coming year.

Article

This article, taken from the Warc Toolkit 2017 report, explores how developments in virtual and augmented reality are offering new and increasingly viable ways for brands to emotionally engage with consumers.

Case Study

This campaign study shows how PepsiCo, a food and drinks brand, sponsored a large scale sports event in order to build brand equity and increase sales in the UK.

Case Study

This case study shows how Pepsi Max, a carbonated drinks brand, used a content led digital strategy focusing on an existing product to build sales in the UK.

News

LONDON: McDonald's, the quick service restaurant, closed down a youth-focused channel on YouTube earlier this year because it wasn't generating enough interest, but marketers at the company say they have learned from the experience.

Article

This article sets out key insights about the use of virtual reality within the advertising industry, arguing that the complete brand experience it can offer users will make it increasingly important in an ever more distracting world.

Case Study

This case study looks at the soft-drink Pepsi Max's campaign in the UK to regain relevance among a millennial audience by putting a YouTube channel at the heart of their strategy.

News

NEW YORK: For its summer campaign to promote its new emoji-emblazoned bottles, PepsiCo is breaking from convention by limiting its video ads to just five seconds.

Case Study

This case study describes how PepsiCo marketed its Pepsi Max soft beverage in Israel by associating with Israeli street food.

Article

This article, taken from the Warc Toolkit 2016 report, looks at the proliferation of online video formats.

Opinion

The APG Creative Strategy Awards went live on warc.com today. These awards recognise the central role of planning and are dedicated to inspiring the exchange of ideas and expertise on how business can benefit from creative thinking.  This Girl Can, a campaign devised by FCB Inferno for Sport England, won the Grand Prix and I've dug deep into the 60-strong case studies to showcase campaigns that demonstrate how to overcome a variety of marketing challenges.

Case Study

This case study shows how Pepsi Max, the soft drinks brand, used a YouTube campaign in the UK to take on a larger rival and boost brand equity and business results.

Article

This Warc Trends Report analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow.

Article

This is the summary version of Warc's Seriously Social 2015 report, which analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow.

Article

This Company Profile from Euromonitor provides key details and analysis of Pepsi Co, the owner of brands such as Tropicana, Gatorade and Aquafina.

Case Study

This case study describes how PepsiCo in the UK adopted a different strategy to increase sales of Pepsi Max to Millennials.

Case Study

This case study describes how Pepsi Max, the beverage brand, won back young British consumers by becoming a publisher brand on YouTube.

Article

This event report demonstrates how Shell Lubricants, which manages brands like Pennzoil and Quaker State, achieved heightened marketing flexibility using corporate trade.

Article

This article explains how advertisers can take advantage of the financial incentives offered by 32 US states for shooting commercials.

Article

This article highlights 10 media trends that are expected to grow in 2015 and help define the industry's landscape.

Article

This article, taken from the Warc Toolkit 2015, explains why Millennials - people aged around 18-35 years old - should be marketers' chief concern.

Case Study

This case study describes how Pepsi Max re-energised itself in the UK in the eyes of its younger audience by changing how it communicated as a brand, behaving more like an entertainment provider than an FMCG product.