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Article

This article explores views around the use of virtual reality as an advertising medium.

Case Study

This case study shows how Fanta, the carbonated drinks brand, levelled its brand equity and sales across the Middle East, by creating a gaming platform for teens.

Article

This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.

Article

This article examines best practice in influencer marketing, including how to identify the right influencers, how to approach them and how to measure the effectiveness of the campaign.

Article

This article explores Samsung's investment in virtual reality (VR) and its quest to becoming "the YouTube of VR".

Article

This article describes the differences between virtual reality (VR), augmented reality (AR) and mixed reality (MR), and how they can best be used in a marketing strategy to offer consumers a unique experience.

Article

This article explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.

Article

This paper explores the key points for the running of a successful rich media campaign and provides examples of case studies that have succeeded in creating compelling rich media content.

Article

This article considers what automotive brands need to do to achieve cut-through in an age of borderless digital content, looking at examples of 'blockbuster marketing' through campaigns such as BMW's The Hire.

News

LAS VEGAS: Nestlé, the food group, believes that tapping into the power of digital audio services can help brands engage consumers using the power of "moodvertising".

Article

This event report outlines how Nestlé, the food group, is exploring the future of audio advertising through partnerships with streaming platforms like Spotify.

News

GLOBAL: Mars-owned confectionery brand M&Ms, retailer John Lewis, tea brand Brooke Bond Red Label and the US Army have won Golds in the Effective Use of Partnerships and Sponsorships category in the Warc Media Awards.

News

LAS VEGAS: Sony, the electronics group, is closing the gap for consumer engagement from the "last mile" to the "last inch", reflecting its aim to drive powerful emotional responses with its products.

Article

This event report outlines how Sony, the conglomerate active in categories including electronics, music and film, is seeking to build products capable of emotionally engaging consumers.

Article

This event report outlines how Fiat Chrysler, the carmaker, is seeking to create automotive solutions which truly meet the needs of millennials.

Article

This report looks at the trends and technologies that are set to become more important and relevant to marketers in 2017 including live video, VR and AR, web TV and chatbots.

Article

This article explores seven trends in online video advertising, as it grows to become the dominant digital ad format, and how they will affect the year to come.

Opinion

Recent product launches such as Google 's Daydream and Sony 's Playstation VR headsets would suggest that virtual reality (VR) really is on the verge of mainstream adoption.

Case Study

This case study shows how Nissan, a car brand, married the excitement of football with the brand's own technology by creating an entirely new gaming experience in Sweden.

Case Study

This case study describes how IBM Japan, the technology company, rebranded itself for the startup audience in order to succeed in the age of cloud computing.

Article

This global briefing focuses on industry trends in the carbonated soft drinks category, where volume sales of traditional sweetened products are in decline as health-minded consumers look to alternative options.

Case Study

This case study describes how Halo 5, a computer game, increased participation, provoked conversation and beat Halo 4 sales figures.

Article

This article explores how Lego, the toy company, evolved its brand with social media and content marketing campaigns designed around specific cultural insights.

Opinion

This guest post is written by Ken Parnham, General Manager Europe at Near Advances in virtual reality have developed rapidly in recent years and technology that was once considered futuristic has finally hit the mainstream.

News

TOKYO: WeChat's payment functionality is at the heart of the mobile revolution in Chinese consumer culture, according to a Tencent executive.