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Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

Mars Petcare has moved beyond traditional means of promoting and selling products for cats and dogs in order to thrive in a changing consumer ecosystem.

Opinion

David Chriswick, Head of Brand Strategy at DigitasLBi Chicago and a judge in the Effective Use of Brand Purpose category in the 2018 WARC Awards, talks to Lucy Aitken about what brands can learn from last year's winning Whirlpool paper, which he co-authored, and shares his favourite examples of effective brand purpose.

Case Study

Gum brand Doublemint achieved relevance among young Indian consumers by engaging them in the creation of a crowd-sourced picture-book.

News

GLOBAL: Campaigns for UK broadcaster Channel 4, US confectionery brand Extra Gum and detergent brand OMO in the Middle East are among the winners announced today in the Effective Channel Integration category in the 2017 WARC Media Awards.

Article

A category analysis of chocolate confectionery in the US, offering company profiles, an industry overview and key trends in the category.

Article

Explores the impact that experiential marketing can have and explains how both brands and agencies need to adapt and come up with new ways to engage today's college students.

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.

News

GLOBAL: Wrigley, Hormel and McDonald’s are among the US brand owners whose campaigns have contributed a quarter of the shortlist for the Effective Channel Integration category in the 2017 WARC Media Awards.

Case Study

Extra Gum accelerated its growth in the US by building emotional equity through a short film.

News

SINGAPORE: A campaign for Japanese prestige skincare brand SK-II, by Forsman & Bodenfors Sweden, was last night awarded the Grand Prix in the 2017 WARC Prize for Asian Strategy.

Article

A regional overview of confectionery in Asia Pacific, including an analysis of leading companies and brands, forecast projections and country snapshots.

Case Study

Confectionery brand Doublemint used a multimedia approach to relaunch the brand in India.

Case Study

Gum category leader Doublemint targeted the Malaysian youth with a campaign that encouraged them to give people with potential a chance to shine.

Article

Marketers are failing to drive growth as a result of several shortcomings that are widespread in the industry, according to Bob Liodice, President/CEO of the ANA.

News

SINGAPORE: A total of 31 papers covering a broad range of markets, categories and brands have been shortlisted for this year's WARC Prize for Asian Strategy.

Case Study

This case study looks at how Wrigley Pacific's brand 'Extra', partnered with The Bachelor and Woolworths, used an emotional strategy and real-time messaging to record growth in a declining market of gum buyers in Australia.

Article

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.

Case Study

This case study explains how Skittles, the confectionery brand owned by Wrigley, increased sales around Christmas in Canada by allowing people to trade in bad gifts for Skittles.

Case Study

This case study explains how Extra, the chewing gum brand owned by Wrigley's, used an emotional film to increase sales in the US.

Case Study

This case study shows how Extra, a gum brand, successfully increased sales and brand engagement in the US by making emotional storytelling its marketing focus.

Article

This article argues that the scale and reach of TV and social media are critical to the success of FMCG brands but that marketers need to consider the wider marketing ecosystem in order to deliver effective campaigns.

Case Study

This case study describes how Skittles, a confectionery brand, drove sales and awareness in Canada by encouraging people to donate unwanted presents in exchange for Skittles.

Case Study

This case study looks at how Mars Chocolate North America, a confectionery brand, partnered with Walmart to create the 'Say Thank you With M' campaign in the US which gave a bag of M&Ms to US troops every time one was purchased.

Article

This short report summarises the results for the food category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.