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Article

This article provides guidance and reading on what is possibly the oldest and most recognisable advertising medium, how it is adapting to the digital present and taking on the complexities and varieties of a continuously relevant medium.

Article

Provides guidance and reading on a now common aspect of brand building – partnerships – in which two or more brands collaborate for mutual benefit.

Article

This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.

Opinion

Expect the unexpected says easyJet’s Lis Blair, who spoke to WARC as part of a series of interviews with CMOs from around the world for the Toolkit 2019 report.

Article

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Article

Disney Destinations International (DDI), which manages the promotion of Walt Disney World, ensured its data is interpreted correctly, informing business and communications strategy, and ultimately impacting key business objectives in the UK.

Case Study

Fruttare, a brand of frozen fruit snacks, reinforced key attributes of the brand and pushed technology through innovation to increase its market share by 4% in Brazil.

Article

Summarises Admap's December issue by looking at five consumer trends that will affect marketers in the year ahead, exploring both the opportunities and challenges these present.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

News

Luxury brands will need to focus on Chinese consumers over the next few years because they are expected to account for at least 45% of global sales by 2025, according to a new industry report.

News

Data from analytics companies and academics suggests the key to consistently higher marketing return on investment (ROI) is synergy and taking a multichannel approach.

Article

Marketers get better return on investment from multichannel marketing strategies than investing in a single channel.

Case Study

Theraflu, Russia's market-leading anti-cold and flu treatment, created the Theraflu Flu Tracker which warned its target audience when flu and colds were heading their way.

Article

Waze, the navigation app, is building out various capabilities that offer an increasingly rich view of user behavior.

Opinion

As we race towards an ever more personalised future perhaps there is merit in reflecting on how personal brands should become.

Article

Details how out of home advertisers can implement personalisation by showing how technology can help strengthen personalisation through this channel.

Article

Explains what marketers need to do to successfully use personalisation in their creative approaches and how to measure its effectiveness.

Case Study

Telco brand Maxis used digital and experiential media to target the older generation of mobile users in Malaysia.

Case Study

Automobile manufacturer Tata Motors used an online campaign to launch its new Yodha pick-up truck and regain market share in Nepal.

Case Study

Anti-bacterial soap bar brand Lifebuoy launched an interactive online initiative in China to stand out in an undifferentiated market and increase sales.

Case Study

Anti-allergy medicine Flixonase added an allergen-tracking layer to China’s most popular weather app to drive in-pharmacy sales, by serving location-based ads and discount vouchers.

Case Study

Hair care brand Pantene created a new category within hair care in Indonesia to increase its market share.

Article

Outlining the benefits of mobile location marketing and showing how organisations can deliver the mobile moments needed to win, serve, and retain digitally empowered customers that choose to opt-in to location marketing.

Research Paper

Voice technology, used in products such as Amazon’s Alexa, makes for a faster user experience and has potential to become a dominant mode of accessing the internet – but brands wishing to capitalise on it need to adapt their marketing models.