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Case Study

Philips, an electronics brand, launched its new blade technology, OneBlade, across Europe by implementing a strategy of ‘showing not telling’.

Article

This article explores some of the research behind the contentious claim that a sophisticated suite of data analytics helped Donald Trump to win the 2016 US election.

Article

This article draws upon the teachings of the late Stephen King to argue that social can replace print media in building message attention for the subconscious brand recognition induced by TV.

Article

This article examines best practice in influencer marketing, including how to identify the right influencers, how to approach them and how to measure the effectiveness of the campaign.

Article

This paper explores the current thinking and writing on the subject of low-budget marketing, a hazy category that Warc generally defines as budgets up to US$500,000.

Article

This exclusive report analyses the most effective social media campaigns, including an in-depth review of how social strategy drives effectiveness and practical suggestions for other brands to follow.

Article

This article explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.

News

LONDON: A campaign by adam&eveDDB for UK bank Halifax has been named the world's best social marketing strategy, taking the Grand Prix at the 2016 Warc Prize for Social Strategy.

Article

This report describes how toiletries brands are using social media to engage with their consumers in the EMEA region.

Article

This article examines the best practices involved in extending a brand beyond its original product, including understanding the brand, setting new visions, and thinking about delivering competitive product benefit.

Case Study

This case study describes how British shaving brand Wilkinson Sword used the power of micro-influencers to launch a new product and paid media to amplify the effect.

Article

This article argues that flexibility and detailed planning are critical to taking full advantage of the predictive nature of real-time research.

Research Paper

All theory is based on a set of seminal concepts and empirical research that are assumed to be replicable and inviolate over time.

Case Study

This case shows that Gillette, Europe's biggest shaving brand, made body shaving, and thus buying a specific body razor, feel socially acceptable.

Article

This event report shows how Schick, the razor brand, successfully tapped YouTube influencers in order to engage with millennials.

Article

This article argues that planners and analysts need to use creative thinking to get the best out of big data, because the mass of data can be misleading unless it is interrogated properly.

Article

Using a case study of Wilkinson's Sword in Germany, this article discusses the benefits of real-time campaign tracking.

Article

This article looks at how advertisers are investing in digital gaming in the US.

Article

A report from the MRS Brand Research conference. Presentations discussed include Mark Earls on how people are influenced by social connections, Rory Sutherland (Ogilvy & Mather) on behavioural economics and Face on co-creation.

Article

This piece explores macro trends and drivers affecting the short and long-term behavior of the marketplace.

Article

This briefing offers an overview of the history, theories and key trends related to Marketing to Men.

Article

The social media campaign behind the launch of Wilkinson Sword Schick's Hydro razor is the focus of this article by Warc's U.S.

Case Study

Wilkinson Sword wanted to announce their first-time sponsorship of Movember, a Men’s health charity that encourages men to raise money for the fight against prostate cancer by growing a moustache.

Case Study

Bikini maintenance for women is like Fight Club for men: the first rule is you don't talk about it. Schick wanted to find a way to make women comfortable so they'd talk about TrimStyle to everyone and anyone, and in doing so, compete with Gillette's massive media voice.

Article

In this short article, Chantal Rutherford Browne, Head of Programming at Mediaedge:cia, discusses branded content.