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Article

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

Article

Global strategies, campaign updates and trends in the TV industry.

Opinion

Winning the 2018 WARC Awards’ Social category Grand Prix and Path-to-Purchase Special Award, McDonald’s Full-heart Support for Gaokao campaign achieved unprecedented engagement and footfall for the fast-food restaurant in China.

Article

Explores how in the absence of big advertising budgets and traditional retail support, DTC brands can still apply traditional marketing principles to build long term brand equity.

Article

Outlines the insights gleaned from interviews with several DTC challenger brands as well as brand consultancy eatbigfish's own experience of working with challenger brands.

Article

Shares research with leading global CMOs that uncovers common threads, solutions and best practices to address the challenge from agile, direct-to-consumer competitors and the move to online sales.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Research Paper

Establishing the relation between online ratings and reviews provides a potentially inexpensive and effective way for restaurants to capture quality improvement hints from customers.

Article

This article considers the relationship of semiotics to science. A history of semiotics is provided.

Article

Summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).

Opinion

Some brands that hit the headlines for the wrong reasons disappear, others seem to miraculously bounce back.

Article

While the attention economy focuses on clicks, shares and instance gratification, out-of-home (OOH) advertising can achieve long-term brand salience and value.

Article

Walmart, the retail giant, is using a service called Jetblack to test the waters of digitally-driven, personalized shopping.

Opinion

Burger King stays relevant by tapping what people are talking about and adapting technology to meet consumer needs, says Fernando Machado, who spoke to WARC as part of a series of interviews with CMOs 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.

Opinion

The success of the ‘Dundee’ Super Bowl campaign points the way for the future, says Tourism Australia’s Lisa Ronson, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.

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.

Case Study

Telecoms operator STC used live streaming from far-flung corners of the Kingdom to prove its network coverage credentials in Saudi Arabia.

Article

PepsiCo, the food and beverage giant, focused on the unique nutritional value of Quaker Oats as it sought to break through with consumers in Latin America.

Case Study

Mastercard, a multinational financial services corporation, increased market share in Columbia by launching targeted promotional deals when mobile users were near restaurants to combat the usual promotional Tuesday offerings from competitors.

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.

Research Paper

Baileys Irish Cream, a cream-based liqueur, combined a diverse set of approaches to create a single, compelling story about behaviour change to make a compelling pitch to UK retailers.

Case Study

Burger King, a fast food chain, launched new deserts in Brazil by partnering with Toddy Cookies, a brand of cookies, and focusing on mobile and social to product awareness and leverage sales.

Article

Identifies consumer trends that will impact the wellness industry in 2019 and beyond, highlighting high-growth opportunities to help brands foster innovation, spark growth and connect with consumers.

Case Study

Marmite, the food brand, used facial recognition in a web app to increase product trial in the UK.