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News

LONDON: Soft drinks firm Britvic has reported a successful partnership with actor Idris Elba in generating sales of its Purdey’s brand, but less achievement in building the brand itself.

Article

This article explains how it’s still possible to miss the mark even if an influencer seems to fit well with the brand's identity, as Purdey’s found with Idris Elba.

Article

This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.

Article

This event report addresses how RESTASIS, a brand owned by pharmaceutical manufacturer Allergan, launched its first brand page on Facebook.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

News

CANNES: United Healthcare, the healthcare provider, has effectively leveraged humour as a means of engaging consumers in a classic low-interest category.

Case Study

This case study shows how Daman, a health insurance brand, increased profitability by launching an awareness campaign about vitamin D deficiency in the UAE.

Case Study

This case study describes how baby care brand Libero Peaudouce used digital, TV and radio to launch its Confort-Flex nappy in Tunisia.

Article

This article provides insights into consumers' current usage of voice technology and practical steps for marketers who want to take advantage of this growing trend.

Article

This article provides marketers with information and guidance about the most effective approaches to using music in advertising.

Article

This article explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.

Article

This article outlines how HESTA, a superannuation provider for healthcare workers in Australia, infused brand purpose and storytelling into its marketing to raise awareness of the need for retirement savings.

News

NEW YORK: Social platforms Facebook and rival Snapchat are integrating news with their products with significant implications for publishers, as the social network says it will begin testing subscription options in October, according to reports.

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

Article

This article presents the advances in neuroscience that show what creates stand-out in people's minds and how these can be applied to the design of products, packaging and advertising.

Article

This article shows the clear evidence that copycat brands are disrupting consumers' search and decision-making process, which is bad news for both original brands and shoppers, who find themselves manipulated.

Article

This article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.

Article

This article previews a series of papers which look at how neuroscience is influencing the marketing industry and advancing consumer insight.

Article

This article looks at how neuromarketing techniques are particularly suited to public service advertising campaigns which have to engage disinterested consumers on an emotional basis and in a memorable way within restricted budgets.

Article

This event report explores the views of four strategic leaders from across the world as they offer insights on the future of strategy.

Article

When MyBudget, a personal budgeting service in Australia, found leads dropping for the first time ever after launching rebranded TVCs, the company used neuroscience to determine the cause of failure and relaunched to record a 50% increase in leads year on year.

Opinion

Paul Dalton, Chief Media Officer, International, DigitasLBi and judge for the Effective Use of Tech category at this year's WARC Media Awards, talks to Lucy Aitken.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Article

This article provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.