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News

GLOBAL: As little as 28% of advertisers’ programmatic expenditure may actually make it to the working media level, as agency fees, the “tech tax” and ad fraud all eat into the $63.4bn spent worldwide last year, an analysis by WARC ...

Article

Examines the findings of the IPA’s Culture First project and shows that successful brands are changing to evidence-based decision-making.

Article

Diageo India has navigated alcohol category turmoil in India by relying on branded content, innovation, and focusing on category behaviour rather than brands.

Article

Procter & Gamble, the consumer goods giant, is seeking to transform its agency relationships across a range of dimensions.

Case Study

Advanced, a software company, created the 'FairITales' campaign to promote its brand positioning and increase sales in the UK by making the brand the hero to consumers' IT problems.

Article

This article looks at why Super Bowl ads are beneficial to brands outside of the US and how they can successfully get involved whilst maintaining relevance and lowering costs.

Case Study

This case study describes how soft drink brand Pepsi used footballer Mo Salah in a TV and digital campaign to change its brand message and relaunch a SKU in Egypt.

News

CINCINNATI, OH: Procter & Gamble, the fast-moving consumer goods manufacturer, cut its digital advertising spend in the last quarter as a result of concerns over brand safety and bot fraud.

Research Paper

This report details the findings of a study into the costs and economics of the programmatic advertising ecosystem, and offers practical solutions to help advertisers take greater control of their programmatic investments.

Case Study

This case study shows how Britvic, a soft drinks bottler, devised a new internal strategy to consolidate marketing and creative guidelines to be applied across its global businesses.

Case Study

This case study details how Inspired By Iceland created a radically new tourism campaign, 'Ask Gudmundur' in the US and Canada, using responsive content to change the attitudes and behaviour of tourists.

News

CINCINNATI: Procter & Gamble, the FMCG giant, saw its net sales fall 1% year-on-year in Q3 2017 and has reacted by announcing plans to cut its marketing spend by $2bn over five years along with other substantial savings.

Article

This event report outlines how Procter & Gamble, the FMCG giant, is seeking to transform its agency relationships.

Article

This article examines the current problem of digital transparencies from the client's perspective, providing best practice on what to ask media agencies in order to ensure advertisers can navigate the complex challenges of the digital landscape.

Case Study

This case study describes how Twinings, a tea marketer, packaged its new premium Discovery Collection to appeal across multiple global markets.

News

GLOBAL: Clients need to commit time, effort and forethought to defining the parameters of what they want their agencies to achieve, an industry figure has argued in a Warc Best Practice paper.

Article

Brief writing is a core discipline that obliges the author to specify exactly what is required and expected in a compelling way, and affords a reference point against which to judge any outcome.

Case Study

This case study shows how Plusnet, a broadband service provider, used a brand building campaign to set itself apart in a cut-throat, competitive UK market.

News

NEW YORK: More than 80% of advertisers say they use data to help them manage agency relationships and they expect the use of such data will grow in the future, according to an ANA survey.

Case Study

This case study explains how Unisys, an IT services and support company, used targeted direct mail and free running shoes to book meetings with executives at American Fortune 500 companies, leading to $100 million in new business.

Case Study

This case study describes how Bank of Ireland, an iconic Irish bank brand, was brought from the brink of brand extinction thanks to a new unifying brand idea.

Case Study

This case study describes how The Natural Confectionery Company (TNCC), an Australian brand that was purchased by Mondelez and launched in Ireland in 2004, with a small budget of 131,000 euros, created an advertising campaign that delivered the most successful ever launch in Ireland.

Article

This event report shows how Betabrand, the startup apparel manufacturer, has built its brand through an unconventional approach to product development and marketing.

Article

This event report outlines the challenges facing many agencies when it comes to adapting to the new era of marketing, as outlined by Brad Jakeman, President/Global Beverage Group at PepsiCo.

Article

This article outlines details from a study by the Association of National Advertisers (ANA) regarding transparency in the media-buying industry, as well as related arguments concerning the current state of client–agency relationships.