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Case Study

Fiat Egea, the car brand, used a partnership with TV series İçerde and an interactive second screen experience to support its brand positioning.

Opinion

"Restroom for All", a campaign created for Mastercard by McCann New York, walked off with best-in-show honors at the Association of National Advertisers' (ANA) 2017 Multicultural Excellence Awards.

Case Study

Volkswagen India, the car maker, addressed the emissions scandal that had affected the brand's reputation globally with a social media campaign featuring ordinary Volkswagen owners.

Case Study

Volkswagen successfully relaunched its Beetle car model in India with a nostalgic online video.

Case Study

Volkswagen launched its new Ameo car model in India with an emotional campaign that appealed to young first-time car buyers with a coming of age story.

News

NEW YORK: Japanese carmaker Toyota has been advertising its new Camry model in the US around the theme of “Sensations”, but some viewers may have missed that there are at least four versions with each one aimed at different ethnicities.

Article

This article looks at the developments in VR and AR since the launch of Oculus Rift in 2012 and examines what each can bring to the marketing mix.

Article

This report explores the evolution of Green Auto, looking at sales and consumer support for hybrid, electric and battery-powered cars, as well as how communications have changed within the industry.

Case Study

The Weather Company, an IT company that is part of the IBM Watson division, introduced Watson Ads, an industry-first solution that interacts with consumers through advertising, in the US to inform marketing strategies.

Research Paper

This paper explains how easyJet, the European low-cost airline, maximised insight value by adopting LEAN methods within the brand and its extended team of partner agencies.

Article

This article looks at why Super Bowl ads are beneficial to brands outside of the US and how they can successfully get involved whilst maintaining relevance and lowering costs.

Case Study

This case study shows how the automotive company, Ford Motor, introduced a campaign, The Science of Truck, for its Ford Ranger brand, which succeeded in making Australian drivers choose Ranger over its competitor, the Toyota HiLux.

Article

This essay explores how purpose can be problematic when used incorrectly, while it can be a brand's saviour when relevant and refined.

Case Study

This case study shows how Ford Motor Company's brand 'Ford Ranger' succeeded in repositioning the well-established Toyota HiLux as outdated, resulting in Australian drivers choosing the Ford Ranger and tripling its baseline sales growth.

Case Study

This case study shows how Toyota's brand, RAV4, re-established its credentials in the SUV category to rejuvenate the declining brand in the Australian automotive industry.

Research Paper

This report explains the challenge for global brands of creating cultural impact and provides seven best practices for brands to become a global icon whilst retaining strong local relevance.

News

NEW DELHI: Indian women buying cars are influenced by the image presented by the brand and by the safety and security features on offer, research has shown.

Article

This article explores current thinking and writing on the subject of rational advertising, a technique known for driving short-term behaviour and sales, and an effective tool in a marketing mix.

News

NEW YORK: BuzzFeed News, the media company popular with millennials, has teamed up with Twitter to launch a new, live-streamed, weekday morning show.

Opinion

For most brands, the relationship they have with their consumers is passive; meanwhile, others have been able to enter a different space, where consumers share their content and participate in the brand.

News

LONDON: Heritage British brands head YouGov’s first UK brand health rankings, with high-end retailer John Lewis in first place, followed by the BBC’s iPlayer service, in contrast to the young tech brands that dominate the global ...

Article

This event report outlines how Watson, IBM's cognitive-computing platform, can help enhance various aspects of marketing.

News

LONDON: Views on what constitutes marketing “innovation” vary, but four themes, ranging from the facilitation of brand purpose to disruption of category norms, are evident in a new WARC report.

Article

This paper explores the current writing on the subject of Twitter as a marketing tool; the microblogging platform boasts 328m monthly active users worldwide, and an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.