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Article

Global strategies, campaign updates and trends in social media.

News

Data and machine learning are increasingly being used by food and beverage brands to develop new products and to identify the flavours that will work best in new markets.

Article

Provides guidance and reading on a now common aspect of brand building – partnerships – in which two or more brands collaborate for mutual benefit.

Article

Mars Wrigley, the confectionery company, has uncovered powerful new insights regarding the role that its products can play during major seasonal events.

Article

Explores some of the manifestations of Asian millennials' influence and what they could mean for marketers in 2019.

Case Study

The Flying Pig Marathon, a race in Cincinnati, US, created a mobile app to make its race more enjoyable and attract more millennial runners.

Article

Provides marketers with information and guidance about using humour to create buzz, emotional engagement and virality.

News

Nissan was the first automaker out of the starting blocks last year when it was announced that women would be permitted to drive in the Kingdom of Saudi Arabia, but the brand’s strategy is based on a marathon not a sprint.

Case Study

Confectionery brand Snickers partnered with one of China's biggest domestic carriers, China Eastern Airlines, to develop hunger-free flights and grow brand share.

Case Study

Chocolate bar Snickers used its packaging as a social media tool in partnership with a messaging app, to turn around a decline in sales of its single-bar product in Japan.

Case Study

Avon, the beauty brand, used a campaign during Breast Cancer Awareness Month in India to further build its reputation as a champion of women.

Article

Looks at the biggest FMCG brands in the world, including what the megabrands are and categories that count in the top 100.

Opinion

Multiple Gold IPA Effectiveness Award winner Tom Roach, Head of Effectiveness at BBH London, shares a personal perspective on the value of writing an IPA Effectiveness entry, and reveals the top 20 IPA case studies on WARC.

News

The giant American candy market is being forced to redefine the concept of impulse buying in the face of the twin threats from the growth of online shopping and health concerns.

News

China’s Tmall online shopping service has struck a partnership with ten international market research companies, as Alibaba extends its offering yet again in a fiercely competitive e-commerce market.

Case Study

Narayana Health, a chain of hospitals, helped teach women in India about breast self-examination via bathroom stickers that have led to a 15.6% increase in the rate of breast cancer detection.

Case Study

Aldi, a value supermarket chain, developed a creative communications strategy that made them the fastest growing supermarket chain in the UK at Christmas in both 2016 and 2017.

Case Study

Soothers, an Australian throat lozenge brand, reversed the tide on its declining sales by making people look at its products in a new and different way.

Case Study

Parodontax, a toothpaste brand known as Corsodyl in the UK, increased brand sales by releasing a creative film that taught people to take gum disease more seriously.

Case Study

Flying Pig, a challenging marathon, launched a geo-located app that shared its runners' stories to encourage millennials to run and support its marathon in the US.

Article

Video has gone far beyond an online ad or a TVC, with a multitude of competing platforms, each with their own styles and strengths, understanding how to best use video assets is crucial.

Article

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2018 WARC Awards.

Case Study

Vhi Healthcare (VHI), an Irish health insurance company, invested in long-term brand building rather than lowering prices to achieve a better blend of younger and older customers.

Case Study

Chocolate bar brand Snickers refreshed its You're Not You When You're Hungry brand positioning through audio advertising on Spotify in the UK.

Article

Consumer researchers have identified a handful of consumption collectives, such as consumption tribes, brand communities, and communities of practice.