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Case Study

This case study explains how the US Air Force boosted recruitment with a redesigned website that featured career choices and personalisation.

News

WASHINGTON DC: The US Army has given notice of its requirement for an advertising agency to give full-service support to a nationwide campaign focused primarily on recruitment and retention.

Case Study

This case study shows how the U.S army partnered with a upcoming Hollywood movie to change audience perception of the organisation and increase its recruitment numbers.

Case Study

This case study describes how the US Navy created Project Architeuthis, an alternative reality game (ARG), as part of a campaign to recruit prospective cryptologists.

Case Study

The case study describes how the US Navy used puzzles, cyphers and cryptic clues regarding the location of a fictional enemy to fully meet its goal for recruiting cryptologists.

Case Study

This case study describes how the US Navy recruited cryptologists via an alternate-reality puzzle-solving game on social media.

Case Study

With this campaign, Fund B92, the non-profit arm of a media company, set out to raise public awareness of the poor state of Serbia's neonatal care and, in particular, to attract business donations to purchase 100 new incubators to replace the existing ones that were 40-50 years old.

Research Paper

In this paper we explore the validity of using chronological age as a primary targeting factor. We show that the majority of people do not identify with their own chronological age group, perceiving themselves to belong to a younger age group.

Case Study

This case describes research by the US Marines Corps (USMC) to formulate its positioning for a new generation of young Americans, who were more inclined to see aspirational "service" as working in communities to help others, rather than fighting for one's country.

Research Paper

This paper discusses how Latin America's rapid development - of both the region's economy and its marketing industry - is impacting on market research.

Article

This paper provides an overview of the global trucking and courier services industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Article

Geoffrey Precourt reports from a morning keynote forum, "How to Bring the Voice of the Human Into the Boardroom," given by Joel Rubinson, the ARF's chief research officer.

Case Study

"Alone", a BBDO campaign for chairty CommunityOfVeterans.org, highlighted the mental health problems faced by combat veterans, and won gold at the ARF David Ogilvy Awards.

Case Study

The U.S. Army faces a constant struggle to achieve annual recruitment goals.

News

NEW YORK: Vaseline, the skincare brand owned by Unilever, won the Grand Prix at the Jay Chiat Awards for Strategic Excellence 2009, for a campaign created by BBH New York which used word-of-mouth to engage its target audience of female consumers in ...

Article

This case study for the British Army in integrated digital communications details how a co-operative of agencies across all marketing disciplines and the client worked together in one location to achieve truly integrated planning with digital at the core.

Article

In this article, WARC Online's media editor, Laura James, analyses the media trends of the published Gold and Silver Award winners from the 2009 U.S.

Case Study

The U.S. Army faces a constant struggle to achieve annual recruitment goals.

Case Study

The U.S. Army's recruitment campaign has increased its investment in event programs.

Research Paper

The article argues that that, although the function of e-groups remains roughly the same as their offline counterparts, a number of small evolutions at a technical level have produced a revolutionary business solution.

Article

This article discusses the importance of employee engagement and loyalty for supporting brands. Too often, organisational culture is disconnected with brands, so that employees fail to keep the brand promise.

Research Paper

How can traditional research techniques accurately, yet sensitively and dispassionately, capture the impact of a traumatic event on the lives of ordinary people? How do you begin to disentangle a complex, unique and emotionally charged natural disaster before converting it in to a piece of convincing and powerful reportage that will be open to national scrutiny? How do you persuade people who have had their lives literally turned upside down and been made homeless to attend discussion groups to share their experiences? These were just a few of the questions addressed by qualitative research conducted on behalf of the UK Government’s department responsible for civil contingencies, designed to explore people’s experiences of the severe floods that took place across England in the summer of 2007.

Article

John Griffiths, Planning Above and Beyond, reports on WARC's Online Research Conference 2008, held in London, 4-5 March 2008.

Case Study

This paper discusses the 2004-06 recruitment campaign for the Army Cadet Force (ACF). The objective was to motivate suitable people to become adult instructors, and the communications strategy used national TV supported by radio, a website, a DVD and a brochure.

Research Paper

GfK NOP is seeking to develop excellence through the use of Web 2.0 tools on its graduate training programme by adopting a new organisational form known as the 'Community of Practice' approach.