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Article

An overview of the 'Free From' food movement shows what products are popular in the category, provides global market insight and how key players are responding.

Case Study

Smyths Toys Superstores, a toy retailer, sustained the growth rate of its company in the UK and Ireland with its ‘If I Were A Toy’ Christmas campaign which featured an adaptation of Beyoncé’s ‘If I Were A Boy’.

Opinion

Recent research shows that TV sponsorships drive long term brand awareness and account for 5% of TV ad spend since 2010.

News

LONDON: Sainsbury’s, the UK supermarket, is seeing “sustained sales uplift” as a result of in-store messaging offers based on micro-location data.

Case Study

Sainsbury's, a British supermarket chain, transformed itself from making seasonal retail Christmas ads to creating Christmas campaigns that are now arguably amongst the most eagerly anticipated ads of the year.

Case Study

The Big Issue, a charitable publication, successfully tackled the stigma around homelessness in the UK by launching its own brand of coffee.

Article

The promise of location marketing has generated more excitement than it has clarity - here, British retailer Sainsbury's describes how it gained the same level of analytics for offline as online.

Article

This paper advises on how to develop a communications strategy and outlines the skills that need to be employed in strategic thinking for anyone in an account planning role.

Article

This article describes some of the applications and use cases for AR at all stages of the shopper journey, backed by omnichannel purchase journey insights, creating a new concept dubbed Augmented Retail.

Article

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.

Article

This Company Profile from Euromonitor provides key details and analysis of Tesco Plc. Included is a strategic evaluation with key facts about the UK company, competitive positioning against comparative brands, and assessment of its position in the retail market.

Research Paper

This report looks at the concept of programmatic commerce as a new revolution in digital commerce and whether consumers find the idea favourable or fearful.

Opinion

Jerry Daykin, Head of Global Digital Media Partnerships at Diageo, is chair of the judging panel for this year's WARC Media Awards partnerships and sponsorships category.

News

LONDON: Poor customer service did more to damage the reputations of airlines and broadband providers than any other UK category during the past year, new research has shown.

Article

This event report looks at how SMEs can benefit from commissioning external research.

Article

This article discusses what learnings from neuroscience are revealing about how the brain responds to storytelling to encode information into long-term memory, and applying this knowledge to the 2017 WARC 100 top campaigns.

Article

This article looks at what won't change in the near future and how these constants should influence a company's marketing strategy.

Case Study

This case study explains how the UK electronics retailer Currys PC World increased sales around Christmas by being honest about the stresses and difficulties of the period and positioning itself as the solution in a humorous TV ad and social media campaign.

Case Study

This case study shows how Tesco, a supermarket brand, positioned itself as a helpful brand to customers' needs, putting the UK consumer at the centre of each campaign.

Case Study

This case study shows how Sainsbury's, a supermarket chain, increased brand awareness and sales in the UK by creating a musical advert about the joy of being together at Christmas.

Case Study

This case study shows how Domino's, a pizza delivery service, used GIFs to engage with an increasingly disconnected millennial audience and increased sales in the UK.

Article

This article looks at how brands can creatively invest over the long term to improve their return on investment.

Article

This article explores how brands can build cultural resonance through storytelling and engage with people on both TV and social media, using the example of pop singer Justin Bieber.

Article

This article argues that the most successful media strategy for retailers takes into account the nuances between TV and social media platforms in order to produce fit-for-purpose content that customers truly want.

Article

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