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Article

Part of WARC's Marketer’s Toolkit 2019, this report looks at the trend of in-housing and whether it provides adequate utility for brands.

Case Study

Italian pasta and sauce brand Barilla turned to a digital video campaign managed in programmatic to persuade 'rejectors' to revisit the brand in Italy.

Case Study

Vitamin supplements brand Blackmores grew sales and likeability by supporting the cause against food waste in Malaysia.

Opinion

Every year a few strong trends dominate the marketing industry. This year was supposed to be about blockchain, artificial intelligence, machine learning and the rise of the consultancies, but one subject has emerged to overshadow the rest.

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

Discusses how DTC brands create brand salience through a persistent and purposeful brand experience, rather than pure ad-driven front of mind brand recollection.

Article

Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.

Article

Looks at digital transformation in the travel environment, including seamless travel, the customer journey and how the industry is future-proofed for success.

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Article

This article provides guidance and extended reading on using the senses in marketing, cutting through clutter with positive associations and subconscious purchase drivers.

News

Ownership over the whole brand experience and the data that stems from it is a big theme in the WARC Marketer’s Toolkit 2019; at its launch in London yesterday, experts gathered to share perspectives and insight on the strategic landscape in ...

Research Paper

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.

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.

Article

Explores the impact of the increasing popularity of in-house agencies and how traditional agencies need to evolve to meet modern time and data demands.

News

Martin Sorrell’s S4 Capital has acquired the US programmatic advertising company MightyHive in a deal that points to the group’s strategic aspirations in-house.

Article

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

Case Study

Age UK, the charity dedicated to older people, co-created a TV programme in order to explain the issue of loneliness and increase donations and volunteering in the UK.

Case Study

Vivo Ads, a mobile media platform, attracted advertisers to its platform by launching ‘The Vivo Ads Challenge’ in Brazil.

Article

Phillips 66, the energy company, tasked agency Carmichael Lynch with promoting three different brands using one common strategy.

Case Study

Buscapé, a comparison shopping service, increased awareness and sales in Brazil by launching an influencer campaign to celebrate Consumer's Day.

Article

Takes a deeper look into what privacy really means, what’s driving the data trend, and what marketers need to be doing in 2019 to make the most of the data protection opportunities in the UK.

Case Study

Wentworth, an Australian TV programme, used a Facebook chat bot to engage fan and increase live broadcast viewers.

Case Study

American non-profit organisation, the National Safety Council, raised awareness of prescription opioid overdose in the US with an innovative live experience, supported by a multimedia campaign.

Article

This report examines current and future trends in the global video industry, including a decline in linear TV ratings (especially among younger audiences) and increasing data application to linear television.