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Article

As certain business types become more proficient at using data, analytics and machine learning to serve their primary goal in a better way, they are also creating whole new sources of revenue.

Article

Vodafone Italy used machine learning algorithms to interrogate the vast volumes of data generated by its 20 million customers in order to offer personalised propositions to them.

Article

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

News

NEW DELHI: India’s telecommunications category is equal parts crowded and cut-throat, with ongoing price wars affecting all major players, but Vodafone, India’s second-largest category player, is now attempting to break the cycle.

News

SYDNEY: Mobile data consumption is rocketing in Australia and local telecommunications companies are having to rethink their data offer, with forms of unlimited data plans set to become increasingly common, an industry figure has said.

Article

Outlines six ways to build a strong brand signature from owning the central character, as in Coca-Cola owning Christmas with the Coke Santa, to brand identity emblems like the Google Doodle and physical icons such as Apple’s glass staircases.

Article

Vodafone India broke out of the price war in India’s highly competitive telco category by focusing on its brand values – human connection – rather than on freebies to compete with category newcomers.

News

GLOBAL: Recent forays by the tech giants into software to improve the experience of lower end devices indicate that they are not focused just on the upper end of the market in their pursuit of growth.

Article

The WARC 100 is an annual ranking of the world’s best marketing campaigns and companies, based on their performance in effectiveness competitions.

Data

This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry.

News

NEW DEHLI: Innovation and a focus on the practicalities of oral health care have helped Colgate retain its position as India’s most trusted brand for the seventh year in a row.

Article

Explores the value of brand trust to companies as it grows in importance due to greater use of consumer data.

Article

Explores the current reading and thinking on the topic of radio/audio audiences, a group that has undergone significant change as technological advances have broadened access points.

News

TOKYO: Line Corp, the owner of Japan’s hugely popular Line Messenger, has revealed it has established a financial holdings firm and plans to launch in key Asian markets, amid reports it is seeking to expand into cryptocurrency trading and ...

Case Study

Turkcell, the Turkish mobile phone network, promoted its music streaming app, Fizy, with interactive banner ads which promoted mood-based playlists.

Article

Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Article

Over half of mobile users have stayed with their current network provider for at least three years and 54% of mobile users have never even explored another network's offers to consider switching.

Case Study

India is the fastest-growing telecoms market in the world and the second-largest globally, with government policies providing an open and conducive environment for telecoms operators and licences awarded on a regional basis.

Opinion

Smarter marketing and investment in communications is helping local brands fight back against the multinationals.

Case Study

Italian bank Intesa Sanpaolo reached a younger audience – aged under 40 – by sponsoring TV talent show the X Factor.

Case Study

Vodafone increased awareness for its roaming package among Dutch holiday travellers with an OOH campaign based on data sources.

News

GLOBAL: Campaigns from Unilever, Vodafone and Walt Disney are among the 20 papers that have been shortlisted in the Effective Use of Data category in the 2017 WARC Media Awards.

Opinion

The modern Christmas ad is deeply associated with John Lewis and its mega-successful formula of tear-jerking storytelling and thoughtful gifting.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Article

Looks at the much talked about, but less often understood, topic of Programmatic: an automated media buying method that leverages data in real time to gain sophisticated targeting.