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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.

Article

This article summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).

Article

This article provides a best practice guide to developing an account-based marketing (ABM) strategy, which treats individual accounts as markets and focuses business-to-business marketing on specific organizations.

Article

This article looks at the growth of the Israeli start-ups, particularly in the automotive industry, and why the company is punching above its weight in innovation.

News

GLOBAL: McDonald's has sponsored the Olympic Games for more than 40 years, but now the global restaurant chain is ending its association with the International Olympic Committee's TOP partnership with immediate effect.

Opinion

As the WARC Awards shortlist for the Best Use of Brand Purpose is announced, Lucy Aitken reveals some of the feedback from judges about what qualifies as purpose.

Case Study

This case study describes how car-maker Ford used an eight-minute film, starring Mads Mikkelsen, to launch its Edge SUV across Europe.

Case Study

This case study describes how car-maker Volkswagen created an online and print campaign, using real-life advocates, to change its brand narrative in India.

Article

This short report summarises the results for the automotive category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

News

GLOBAL: As the world's population moves to urban areas, car manufacturers' business models are under threat, as 34% of people see mobility services, including car sharing and on-demand minicabs, as a viable alternative to vehicle ownership.

News

NEW YORK: YouTube and Facebook have faced difficulties recently around brand safety and measurement data, and neither appears to have completely resolved the issues, with some major advertisers yet to return to YouTube, and Facebook admitting to ...

News

LOS ANGELES: Toyota, the automaker, has successfully demonstrated how to connect with NASCAR racing fans by using Twitter as an engagement driver.

Article

This event report looks at how Toyota, the automaker, used Twitter to engage consumers during the Daytona 500, the biggest event on the NASCAR racing calendar.

Article

This article explains the issue of ads appearing next to offensive content and steps brands can take to circumvent the problem.

News

GLOBAL: An innovation for the LandCruiser 4x4 vehicle by Toyota, the Japanese car manufacturer, bringing emergency communications to the Australian outback, has won the Grand Prix in the 2017 WARC Innovation Awards.

Article

This article shows how big brands such as Toyota, Clorox and Wells Fargo have already employed the total market approach and explains why, and how, other brands should do the same.

Article

This Company Profile from Euromonitor provides key details and analysis of consumer electronics company, Samsung.

Article

This article advises on how brands can adapt television commercials (TVCs) to create effective and engaging mobile content.

Article

This article considers what automotive brands need to do to achieve cut-through in an age of borderless digital content, looking at examples of 'blockbuster marketing' through campaigns such as BMW's The Hire.