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News

A campaign by Droga5 for Tourism Australia that featured a reboot of the Crocodile Dundee film character has won the Grand Prix in the Effective Channel Integration category in the 2018 WARC Media Awards.

Article

Part of WARC's Marketer’s Toolkit 2019, this report explains how marketers can be effective in their use of short-form video.

Article

Part of WARC's Marketer’s Toolkit 2019, this report shows why offline experience will matter as much as online customer experience (CX) in 2019.

Article

Part of WARC's Marketer’s Toolkit 2019, this report looks at the trend of in-housing and whether it provides adequate utility for brands.

Article

Part of WARC's Marketer’s Toolkit 2019, this report looks at how brands should be treating search and its diversification in 2019.

Article

Global strategies, campaign updates and trends in newspapers.

Article

Shares research with leading global CMOs that uncovers common threads, solutions and best practices to address the challenge from agile, direct-to-consumer competitors and the move to online sales.

Article

Looks at digital transformation in the travel environment, including seamless travel, the customer journey and how the industry is future-proofed for success.

Article

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.

News

WARC today released its Marketer’s Toolkit 2019, an annual report outlining the priorities of, and challenges facing, brands in the year ahead and how to address them.

Article

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

Opinion

The success of the ‘Dundee’ Super Bowl campaign points the way for the future, says Tourism Australia’s Lisa Ronson, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Article

Looks at the state of play for luxury corporates, as well as the competitive landscape and competitive outlooks.

Case Study

Government agency Tourism Australia mimicked a Hollywood film campaign to shift perceptions and attract US high-value travellers.

Article

This Company Profile from Euromonitor provides key details and analysis of L'Oréal, the owner of brands such as Garnier, Body Shop and Lancome.

Article

The BBC used neuroscientific research explore the relationship between emotion and long-term memory in delivering engaging branded content.

Article

This Company Profile from Euromonitor provides key details and analysis of Airbnb, the peer-to-peer accommodation platform.

Case Study

Visit Flanders, the Flemish tourism authority, forged an emotional connection between the tragic anniversary of the WWI battle of Passchendaele and potential visitors from Europe, North America and Australia to reverse visitor declines to Flanders Fields' WWI battlefields.

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

Jetstar Asia, a budget airline, encouraged Singaporeans not to travel during the Lunar New Year period in order to build an emotional connection with local consumers and increase brand love.

Case Study

The Palau Legacy Project, a project to make tourism more sustainable in Palau, launched the Palau Pledge, which had to be signed as visitors entered the country, making them promise to behave environmentally responsibly.

Case Study

Australian Macadamia, an industry body, created a program to instill a sense of emotion and national pride in the macadamia industry.

Case Study

Boutique hotel chain Hotel Indigo penetrated a cluttered market by launching its first resort property in Seminyak, Bali.

Case Study

P&O, a British cruise line, increased bookings for its South Pacific cruises in its busy January period by launching a humorous TVC and online content films in Australia to showcase what it has to offer.