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News

In the midst of a turbulent week in British politics, as Prime Minister Theresa May battles to save her withdrawal agreement with the European Union, marketers in the UK have expressed alarm at the consequences of the country leaving without a ...

Case Study

Harley-Davidson, the motorbike brand, used a documentary series to connect with young people in Canada and increase sales.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Article

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.

Research Paper

This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media.

Case Study

Lidl, a value supermarket, confronted the negative attitudes that prevailed around women in sport, which led to it becoming the most recalled sports sponsor in Ireland.

Case Study

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.

Case Study

Virgin Media, a telephone, television and internet services brand, increased its brand attribution in the UK by launching a series of TVCs to show why it was superior compared to competitors.

Case Study

Sainsbury's, a supermarket chain, used the power of entertainment to boost brand profile in the UK at the most important time of the year, Christmas.

Case Study

St John's Ambulance, a charity that provides first aid education, delivered important information to its UK audience in a lighthearted way, which led to 56 babies receiving vital first aid.

Case Study

Sport England, a UK government agency, increased the number of women exercising due to its campaign which helped women feel more confident exercising.

Case Study

Lidl, a value supermarket, confronted the negative attitudes that prevailed around women in sport, which led to it becoming the most recalled sports sponsor in Ireland.

Case Study

Aster DM Care, a healthcare provider, increased the number of eye check-up visitors in Dubai and India by launching an eyesight test that used visual cues rather than letters.

News

GLOBAL: The European Union’s General Data Protection Regulation (GDPR) came into force last Friday and, with so much attention focused on how companies make use of personal data, a new global survey has found that most consumers take a ...

Article

Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Case Study

R & R Tofu, the British tofu company, created its own brand, the Tofoo Company, to successfully target both people cutting down on meat and vegetarians.

Case Study

Canadian Tire, the hardware and automotive retail company, used a new product designation to see off competition from newer market retailers in Canada.

Article

Details nine key points that brands need to know about GDPR (General Data Protection Regulation) and explains how it provides an opportunity for brands to address key issues with digital marketing and build consumer trust.

Article

This article explores how the balance of trust between businesses and individuals might be changing with digital innovation.

Article

At a recent WARC event, the John Mitchison, Head of Preference Services, Compliance and Legal at the DMA, shared the association's checklist for marketers when approaching GDPR.

Article

Mercedes-Benz, the automaker, employed an innovative storytelling approach to help explain its complex 4MATIC four-wheel drive system.

Case Study

Car brand Land Rover used its sponsorship of Ben Ainslie Racing in the America's Cup to shift perceptions and drive interest in the new Discovery.

Case Study

Movie The Secret Life of Pets partnered with British insurance Petplan in order to fend off competition upon its release.

Case Study

UK broadcaster Channel 4 covered and promoted the 2016 Rio Paralympics through an inspirational campaign.