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Article

Part of WARC's Marketer’s Toolkit 2019, this report looks at how brands should be treating search and its diversification in 2019.

Article

Outlines the six ways to effectively blend brand purpose and data ethics.

Case Study

Breeze, a laundry detergent brand in the Philippines, leveraged its audience's penchant for second-screening in the launch of its new variant, Rose Gold Perfume.

Case Study

The Diamond Concierge, an Australian online diamond retailer, launched an integrated campaign to raise awareness and demystify the purchase of diamonds among a non-expert, male audience.

Case Study

Nippon Pylox, a Malaysian spray paint brand, increased sales despite a limited marketing budget by understanding its target audience.

News

Microsoft, the tech giant, has made significant progress in tracking how a campaign for one brand impacts the other products within its portfolio – or what is called the “cross-brand halo” from advertising.

Article

A recent study by specialist media consultancy, Work Research, reveals there is disparity between marketers’ desires to pursue long-term brand building strategies and the reality of allocating media money to short-term sales response channels.

Case Study

Holcim, Vietnam's leading cement supplier, rebranded itself in six months to negate projected sales losses of 20% and transferred its brand equity to a new identity.

Case Study

Rice brand Reem Ka Steam used digital and social media to launch its products into the local consumer market in Pakistan.

Case Study

Better-for-you beverage brand ABC Mungbean used an online campaign in Indonesia to turn around three semesters of decline with minimal marketing investment.

Case Study

Laundry brand Breeze used digital video to target mums in the Philippines, breaking through advertising clutter and boosting market share.

Article

Microsoft, the technology giant, has pursued an innovative research program that identifies how the ad campaigns for one of its brands impacts other offerings in its portfolio, as well as its corporate brand.

Article

When Reckitt Benckiser looked closely at issues around brand experience it proved a catalyst for wider organisational change.

Article

Automaker Honda is marrying data with a range of new technology to reach consumers in ways that are relevant, rather than personal.

Case Study

The British Army, a British land warfare force, increased the number of applications it received after launching a compelling story-based campaign to reach a broader group of young people.

Case Study

Direct Line Group (DLG), a British insurance company, measured the impact of marketing in both the short and long term to provide a holistic view of how brand acquisition and investment influence consumers.

Article

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2018 WARC Awards.

Case Study

MGM, a hotels and entertainment group, reversed double-digit decline following a campaign that brought the thrill of Las Vegas to New Jersey.

Case Study

Energia, an energy brand in Ireland, abandoned its successful price-led communications model to drive long-term growth.

Case Study

Vhi Healthcare (Vhi), an Irish health insurance company, addressed the taboo subject of fertility issues in its campaign to drive long-term growth where it also achieved an ROMI of €1.58.

Case Study

ShopRite, a supermarket retailer, successfully replaced its paper-based entry mechanism with a mobile entry in South Africa by promoting the change across various media channels.

Case Study

Spray paint brand Nippon Pylox tapped into distinct specialist user communities to increase engagement and drive sales in Malaysia.

Opinion

Kristen Fox – Director, Social Media & Digital Analytics, CP+B, judged the Effective Social Strategy category at this year’s WARC Awards.

News

LONDON: UK banks are failing in their above-the-line efforts to promote themselves as socially responsible organisations, new research suggests, but owned and earned experiences could be a more effective way to achieve a similar outcome.

Case Study

Spotify, a music streaming service, created personalised playlists to summarise its global customers' year on Spotify in order to increase usage and downloads of the app.