Lennie Stern, Head of Creative and Entertainment Strategies, BETC Paris argues that achieving the right balance between emotional clues and informative content leads to effectiveness. The most shared content is always in some way evocative.
Diana Lopes, James Miller and Katie Griffiths, Account Planning Group - (UK), 2017
Whiskas, a cat care brand, stood out in the digital market by utilising popular culture and creating the 'Kitten Kollege' campaign in the UK, which taught owners about cat care and kittens about being an adult cat.
LONDON: In an age of social media, it is understandable that marketers devote so much effort to digital channels for the launch of new products, but a new report has shown how important good package design remains to be successful.
Julian Saunders, WARC Best Practice, July 2016
This article provides best practices for developing a content strategy on the most visited online video platform in the world, allowing brands to engage a different culture from the mainstream and find a place in the 'everything channel'.
Liz Tinlin, Market Leader, Quarter 2, 2016, pp. 32-35
This article explains how the UN Global Goals have provided brands with the opportunity to decide how to take positive action in the world and connect with the needs and values of their target audience.
Les Binet and Sarah Carter, Admap, December 2012, pp. 9-9
Clients and agencies have many different reasons for making new work: partly it's self-interest as both can make their names from new work and partly it's a kind of restlessness - they tire of their own ads long before the public does.
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