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Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Article

This article explores the necessity for brands to have conviction as consumers demand honesty, integrity and empathy from them.

Case Study

This case study explains how Philips, the electronics giant, promoted its SimplyGo oxygen device in the US by working with respiratory illness sufferers to create an inspiring short film which was distributed primarily through paid social media.

Case Study

This case study describes how baby care brand Philips Avent positioned itself as an anti-colic expert in the US.

Article

This article outlines the steps brands should follow to develop a successful in-house agency, taking as an example the BBC's in-house creative agency, which was set up to co-create compelling creative work to maximise the BBC's relationship with its audiences.

Article

This article considers how the long-term effects of public sector marketing can effectively be multiplied through the use of key partnerships with the stakeholders themselves, as they hold crucial knowledge of the subject matter, as well as through endorsement.

Article

This article outlines what guidelines marketers should follow to ensure that they get it right when disseminating public health information digitally to diverse audiences on their device of choice - a function that has now become an important part of modern-day healthcare.

Case Study

This article presents the City of London Police's new policing strategy - Project Servator - as a way of designing a social marketing campaign that uses a partnership approach with the local community that is replicable across different global locales.

Article

This article offers principles that can help advertisers communicate difficult topics - where deeply entrenched beliefs are hard to overcome and shock tactics and a preachy tone prove counterproductive - and shift the narrative direction towards real change.

Article

This article introduces a series of articles on marketing public services and creating awareness of a diverse list of issues, including for growing subsectors such as charities.

Article

This article looks at how communicators can use the ubiquity of mobile to reach people in the micro-moment of decision-making, enabling them to motivate and facilitate behaviour change and improving the lives of individuals and of society.

Article

This event report analyses the process of building a successful brand, from the point of view of three established brands: Just Eat, Disney and Philips.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Article

This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

News

LONDON: With the media landscape becoming ever more complex, brands face difficult choices over whether to go in-house or continue to rely on outside agencies.

Article

This paper discusses how best to manage agencies from a client's point of view; including an overview of relationship models, and recommendations on effectively managing outsourced communications.

Article

This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant.

Article

This report summarises the tips given by judges of the 2016 Warc Media Awards, who were speaking at an event announcing the winners.

News

GLOBAL: BBDO NY and MediaCom have won the Grand Prix in two categories in the Warc Media Awards for their work for confectionery maker Mars.

Article

This Company Profile from Euromonitor provides key details and analysis of Philip Morris International Inc, the owner of brands such as Marlboro, L&M, Chesterfield and Parliament.

News

GLOBAL: Philips China, Brooke Bond Red Label and Destination Canada have won Golds in the Best Use of Data category in the Warc Media Awards.

Article

This event report details how Alibaba, a Chinese e-commerce company, has changed retail in China through continuous innovation in its omnichannel strategy.

News

MINNEAPOLIS, MN: Target's iconic bullseye logo will soon feature on the jerseys of Minnesota United players after the retail giant announced it has become an official sponsor of the club as part of its biggest ever push into US soccer.

Article

This event report outlines how Amazon is seeking to extend the presence of Alexa, its voice-activated digital assistant.

News

FAIRFIELD, CT: Industrial giant GE has ditched traditional B2B marketing strategies and is instead at the forefront of utilising the latest technologies to showcase its own innovations across the healthcare, transport and energy sectors in which it ...