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Article

This article warns against overdependence on the use of the liking of an ad as a metric of its effectiveness.

Article

This article outlines four steps tea marketers can take to reverse the decline in their category that is taking place in the UK as drinking habits continue to shift away from, in particular, black tea.

Case Study

This case study shows how Brooke Bond Red Label (BBRL) Tea, a tea brand, increased awareness by highlighting the social issue of discrimination against India's transgender community.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's hot drinks brands, including Nespresso and Nescafé.

Case Study

This case study details how Joe's Tea, a UK-based tea startup, launched from scratch on a platform of youthful desire, turning tea into a lifestyle choice, and tapping into increasingly health-conscious consumers.

Article

This Company Profile from Euromonitor provides key details and analysis of Tata Tea, the owner of brands such as Tata Tea and Tetley.

Article

This Company Profile from Euromonitor provides key details and analysis of Associated British Foods, the owner of brands such as Twinings and Ovaltine.

Article

The fifth IAB Mobile Engage event looked back at how far the mobile advertising industry has come in a short time while looking forward to where it is headed in the future.

Article

This article discusses the importance of automatic behaviours and behavioural economics to marketers, and the need for research to include both questions and observation to understand this fully.

News

MUMBAI: Domestic and overseas manufacturers are adopting various strategies when it comes to promoting the fact their products are "Made in India", showing this label is still to gain a positive international status.

Case Study

Tetley's, the UK beer brand, had ended its ten-year long sponsorship of rugby league so the rugby ball icon in its branding was no longer relevant.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

This article looks at the history and current use of econometrics in IPA Effectiveness Awards case studies.

Case Study

Yorkshire Tea wanted to become the number two brand in the UK tea market, for which it used an experiential, consumer-driven campaign featuring 'little urn', a van painted in the style of the brand's iconic packaging that took to the road to generate buzz and awareness.

Case Study

Abul Khair Consumer Products had a 10% share in the Bangladesh tea market with its Seylon brand and planned to increase this share at the expense of the long-term market leader.

Case Study

Make Mine a Builder's is a British tea brand created by design agency Elmwood that had performed strongly with no above-the-line support.

Opinion

The latest highlights in our monthly editor's newsletter of new content on warc.com include our new 2012 Toolkit to help you with the challenges of the year ahead, winning case studies from the Canadian CASSIES and analysis of the most recent IPA Effectiveness Awards.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.

Case Study

Tetley Infusions, a single-serve iced-tea drink mix, launched in the Canadian market in 2009 but failed to make a sustainable impression in a market totally dominated by the powder-based Crystal Light.