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Case Study

This case study shows how Fanta, the carbonated drinks brand, levelled its brand equity and sales across the Middle East, by creating a gaming platform for teens.

Article

This event report argues that in the future, all advertising will be interactive, adapted to mobile phone screens, data-driven and conversational, with the last two characteristics fuelled by AI.

Case Study

This case study describes a campaign by UK train operator Virgin Trains which created an interactive portal to collect and collate customer sentiment in order to improve customer experience and satisfaction.

Article

This article looks at how the Boomer market segment is under-served by current technology provisions and finds three ways in which brands can engage with these wealthy consumers by serving their specific needs.

Article

This event report describes the growing importance of audio content, with its unique potential for reach and concentrated engagement.

Article

This brief article examines OpenLoop, a new digital out-of-home campaign management tool that facilitates real-time reactive campaigns across multiple formats and locations.

Case Study

This case study shows how Virgin Trains changed perceptions of train travel in the UK by channelling 'awesome' through the entire customer journey.

Case Study

This case study explains how AXE used a partnership with the Space Expedition Corporation and an online video and experiential campaign to launch a successful competition and boost sales.

News

LEEDS: Brands spend more than £220m a year sponsoring the shirts of players in the top two divisions of English football, yet at least 30% of that investment is being wasted through a failure to engage with fans, new research has stated.

Article

This article explains the value of storytelling in advertising and selling, arguing that storytelling is the most natural way people understand the world.

Article

This report shares the findings of a survey into 'brand journalism' in the UK, which is gaining in popularity and credibility.

Research Paper

This paper analyses the changing role and status of women in India and what their emerging identity means for brands.

News

LONDON/SINGAPORE: Indian and Australian campaigns have dominated at effectiveness and strategy awards over the past two years, while Dove's 'Real Beauty Sketches' is the top campaign for 2014-2015, according to a new report based on Warc 100 data.

Article

This article summarises the results of the Warc 100, which combines the winners' data for top effectiveness and strategy awards over 2014 and 2015 to get rankings of the world's top campaigns and companies.

Article

This article summarises the results from the Asia-Pacific region for the 2015 Warc 100, which ranks the world's best marketing campaigns based on performance in effectiveness and strategy competitions.

Case Study

This case study describes how The Library, a boutique London gym, attracted members by offering a sophisticated alternative to the existing fitness offerings.

Case Study

This case study explains how Virgin's trains division built customer loyalty and its brand reputation in the UK over several years with a series of service improvements and marketing campaigns.

Article

This analysis of the 2014 Cannes Creative Effectiveness Lions highlights trends in media channel usage, objectives, creative strategy and reported metrics, focusing on the differences between shortlisted campaigns and other entrants.

News

CANNES: 'Guilt Trips', a campaign from McCann Melbourne for V/Line, a regional Australian train service, has won the Grand Prix at the 2014 Cannes Creative Effectiveness Lions.

Research Paper

This paper describes Regulatory Focus Theory as a powerful model for optimising the effectiveness of brand communication strategies.

Case Study

This case study describes how CBS Outdoor, the outdoor advertising company, redefined its brand proposition to better differentiate it and its competitors in the UK.

Article

This report discusses issues around content produced by brands as consumer behaviour changes and brands become more like media owners.

Article

This report provides an in-depth view of the major trends to impact the Technology, Media and Telecommunications sector in the coming year.

Article

This full version of the 'Seriously Social" Warc Trends Report (also available in summary form) identifies and explores effectiveness trends across approximately 800 recent case studies on Warc that contained a social media element.

News

NEW YORK: Google, the online giant, believes working on "moon shot" innovation projects which disrupt or create entirely new categories will play a vital role in its future growth.