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Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Case Study

This case study shows how Nissan, the car brand, made use of its recent sponsorship deal to reconnect with its Asian expats customer base and increase sales in the UAE.

Case Study

This case study explains how car company Renault used an app, a TV show and a roadshow to increase sales among business people in Italy.

Case Study

This case study describes how car-maker Ford used an eight-minute film, starring Mads Mikkelsen, to launch its Edge SUV across Europe.

Article

This short report summarises the results for the automotive category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

News

LONDON: The marketing of electric vehicles (EV) can point the way forward for a wider auto industry that is currently stuck in a rut with homogenous campaigns that are failing to significantly shift brands metrics, an industry figure maintains.

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 outlines how electric vehicle brands such as Nissan and Toyota are raising the game in automotive advertising, using new technologies and innovative approaches.

Article

This article examines what has changed in the car industry as the advent of leasing and renting deals has made consumers less attached to their cars, and technology has shifted focus from mechanics to in-car experiences.

Article

This paper explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.

News

LONDON: The Guardian is launching a new online platform that will allow brands to host their own content on its website rather than being required to align themselves with the newspaper's own native content.

Case Study

This case study examines how Renault, an automobile company, advertised the launch of its new model Megane through mobile marketing in the United Kingdom.

Case Study

This case study describes how Renault, the car maker, launched a new 4x4 model into a highly competitive market in the UK using a targeted CRM programme.

Case Study

This case study explores how the Belgian branch of JC Decaux, the OOH media owner, showed marketing directors that outdoor is still effective, by putting a photo of each targeted marketing director on a billboard.

Case Study

This case study shows how Dacia, car brand, increased brand affinity in Italy via a family focused, sponsorship-based campaign.

Case Study

This case study describes how car-maker Renault used a dedicated app and branded entertainment to launch its commercial vehicles range in Italy.

Case Study

This case study explains how car manufacturer Renault used headphones to launch a new SUV, the Kadjar, through mobile phones in Turkey.

Case Study

This case study explains how car manufacturer Renault tracked and linked online media data with CRM data to offer customers in Turkey bespoke communication and dealership experiences to increase the likelihood of test-drives and, ultimately, car sales of its Megane model.

Case Study

This case study shows how Volkswagen, a car brand, increased sales by shifting its core target from car owners to business leaders in the UK.

Case Study

This case study explores how the South Korean car manufacturer Hyundai launched its new SUV across Europe with an emphasis on strength of character and a willingness to evolve.

Article

This article explores China's fast-growing influencer (Wang Hong) market and how brands can create effective KOL strategies, including monetization and choosing the right channels.

Article

This event report looks at the current developments in cars, as the industry undergoes massive change in which the fuel becomes electricity, the isolated box becomes connected, and sharing overtakes ownership.

News

NEW DELHI: Luxury auto brands in India are experimenting with mobile showrooms and pop-up stores as they seek to reach potential buyers in cities where they don't have a physical showroom.

Article

This event report explains how Renault, the car manufacturer, found that taking a 'mobile first' approach in India and Africa paid off.

Article

This article argues marketing must adapt to the 'era of personalisation' by understanding that its best opportunities rely on growing the brand and moving beyond personalised messages – not optimising sales.