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Opinion

Strategists often benefit from an outsider’s eye, observes David Tiltman, Content Director at WARC, as he explores the story behind SK-II’s Marriage Market Takeover: this used an element of Chinese culture so ingrained as to go unspoken as an emotional springboard for a stunningly effective campaign.

Case Study

The Sports Medicine and Orthopaedics division at Cincinnati Children's Hospital Medical Center, US, used search and display video ads to increase the number of self-referring teenage patients.

Case Study

The University of Melbourne launched a campaign to raise awareness about its research investment.

Case Study

The Geological Survey of Canada (GSC) celebrated its 175th anniversary and increased interest in geology among young Canadians with zero media budget by telling stories on social media, focussing on Instagram.

Article

HomeServe, the UK insurance company, received a massive fine back in 2014; to rehabilitate, the brand understood that the problems began within the organisation, so it set out to fix itself.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Article

Looks at how behavioural economics can be used to improve people's financial future and encourage consumer engagement.

News

NEW YORK: Amid daily revelations of instances of sexual harassment in the worlds of advertising, politics and entertainment, IPG boss Michael Roth has restated the agency holding company’s policy on this issue.

Article

In just seven years online retailer Very has become a significant business and the driver of growth for owner Shop Direct.

Case Study

GooDay, a DIY retailer in Japan, used a rap-style street battle with a rival to appeal to younger consumers.

Case Study

Retailer Big Bazaar spoke directly to Muslims in India during Ramzan, with a multimedia campaign aimed at earning brand loyalty and boosting sales.

Case Study

PETA, the animal welfare charity, raised awareness of the leather trade in Thailand by using shock tactics that generated social and earned media coverage.

Case Study

Chocolate brand KitKat used its packaging and a social activation to achieve unprecedented sales around Valentine's Day in Thailand.

Case Study

PricewaterhouseCoopers in Malaysia set out to restore trust in the institutions of government, media, business and NGOs.

Case Study

Bukalapak, an Indonesian e-commerce website, fought against a decline in market share by focussing on small businesses.

Case Study

Taiwanese maternity brand Mamaway carried out a major rebranding exercise using online to connect with younger mothers outside its Taiwan and China heartlands.

Case Study

Vodafone Business Services (VBS), the division providing telecommunication services to enterprise in India, built a connection with SMEs and increased leads by showing it understood the needs of SME owners in a series of videos.

Case Study

The Akanksha Foundation, an education NGO in India, recruited more teachers with an eye-catching social media campaign.

Case Study

Fast-food chain KFC introduced an order-taking AI robot, Dumi, into its KFC Original+ concept restaurant in China.

News

SINGAPORE: The financial sector has been slow to pick up on digitization, but becoming mobile first is now the only way to survive, according to a senior executive at Citibank.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2017.

Article

This article looks at the impact that rapidly advancing technology is having on every player in the Australian and New Zealand media business, from print to TV to digital.

Case Study

WildAid, an NGO, spread the message about the damaging effects of the Ivory trade by uniting the world’s elephant NGOs through a global, virtual campaign ‘#JoinTheHerd’.

Article

The way businesses think about the effectiveness of their marketing is changing from a justification of expenditure toward clarifying and optimising marketing spend toward business outcomes.

Case Study

This case study shows how Wellcome, a scientific research charity, used a commercial approach to launching its new science education platform and successfully gathered interest from teachers in the UK.