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Article

As certain business types become more proficient at using data, analytics and machine learning to serve their primary goal in a better way, they are also creating whole new sources of revenue.

Opinion

OMO’s gold-winning campaign in last year’s WARC Media Awards offered a new take on integration. Tahaab Rais, Regional Head of Strategic Planning, FP7/MENA, explains how eBay, ambient, Periscope, a 23-hour Facebook Live ad and social media disrupted and engaged Arab parents in a quest to show them that dirt is good .

Article

Boost, a malted drink popular with children in India, successfully reached its target audience with long-form video content delivered via parents’ phones.

Article

Addressable TV currently (2018) reaches around 40% of UK homes, a figure predicted to rise to 60% within a couple of years.

Article

Johnson & Johnson, the healthcare giant, has built out a Content Lab that helps it tell stories in more compelling ways.

Article

HIV is no longer regarded as the risk it once was but awareness was low in Argentina, where increasing numbers are affected.

News

NEW DELHI: Overall levels of brand trust in India are falling, with a “trust gap” emerging, according to an annual consumer survey to establish the country’s most trusted brands.

Article

Research from the Cultural Marketing Council has shown the uniquely powerful connection between culture and content.

News

ADELAIDE: A child watching just 80 minutes of television per day will be exposed to more than 800 junk food ads over the course of a year, according to research from the University of Adelaide.

Article

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

Article

The young target audience for Jägermeister isn’t drinking as much as previous generations and is more restrained in an age of social media, resulting in the spirit brand adopting a new brand strategy of ‘less is more’.

Opinion

If strategy, and advertising more broadly, is going to have a voice at the top table, it needs to speak in a language that the money men understand: demand.

News

ORLANDO, FL: Anheuser-Busch InBev, the brewer, is developing a content model that works at high speed and delivers enhanced relevance, while also proving a cost effective means of reaching consumers.

News

SYDNEY: Television remains the most effective form of advertising compared to Facebook and YouTube, according to new research by Dr Karen Nelson-Field.

News

NEW YORK: OTT is emerging as a viable secondary content distribution platform for local TV channels to capture certain audiences and generate new advertising revenue streams.

Case Study

Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.

Case Study

An ambitious social mission helped healing skincare brand Vaseline make Vaseline Jelly a powerful force for global good and catapult the brand back to relevance in the US.

Case Study

Tecate, the Mexican beer brand, used a campaign against domestic violence to increase sales in Mexico.

Case Study

Brewer Guinness used a campaign based on human stories to strengthen perception of the brand in Great Britain and Ireland.

Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

News

GLOBAL: There is huge scope for innovation within integrated campaigns where each channel not only plays to its strengths but reinforces the roles of other channels, according to a WARC study.

Case Study

Tech company Microsoft empowered and inspired young females around the world to pursue a career in STEM (Science, Technology, Engineering, Math).

Case Study

Bodyform, the feminine hygiene brand, used a TV ad and social media to break taboos and connect with women in the UK.

News

NEW YORK: Netflix, the video streaming service, has built a reputation for creating award-winning original shows, such as House of Cards, but it has emerged that a full 80% of its viewing in the US actually comes from licensed TV and movie content.

Case Study

Pantene, the hair-care brand, revived the Beautiful Lengths campaign in Israel by communicating the opportunity to remove a cancer sufferer from a billboard.