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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 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 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 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 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 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 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.

Article

This article reveals how Argos, the UK retailer, emphasised its competitive advantage of same day delivery on over 20,000 products through a series of 80 targeted ads across TV, digital, social and in-store.

News

LONDON: adam&eveDDB is the top UK agency in a country analysis of the WARC 100 rankings, thanks in large part to its work for retailer John Lewis, which was the top UK advertiser.

Article

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

News

LONDON: Argos, the UK catalogue retail chain, plans to promote its broad range of products and same-day delivery convenience with a TV campaign, supported by social media, that it claims is a world first.

News

SYDNEY/LONDON: Sainsbury's new marketing direction is a "massive change", a senior executive has revealed, after the iconic British grocery brand ended its decades' long relationships with its creative and media agencies last year.

News

LONDON: Unilever, the consumer goods giant, plans to allocate more of its marketing budget to digital display advertising after a successful trial involving five of its brands delivered an average ROI of £1.47 for every £1 spent.

Article

This article explores how marketers should approach the challenge of pricing in 2017, as the weak pound begins to affect costs.

Article

This article looks at the changes currently occurring in the retail industry and at how the future of retailing will look.

Article

The article explores the new marketing direction of UK grocery retailer Sainsbury's including customer experience improvements and agency changes.

Article

In this article, the author encourages marketing leaders to talk about their failures so that everyone can learn from past mistakes.

Case Study

This case study looks at Green's, a British gluten-free beer brand, that rebranded in order to sit more comfortably among mainstream beer shelves, a departure from the prior 'pharmaceutical look'.

Case Study

This case study describes the design changes made by Booths, a premium food manufacturer in the UK that simplified its own labelling to encourage a consistent perception of brand quality across all its items.