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Case Study

Prudential, the financial services company, used a video distributed through social media to raise awareness of the issue of unemployment among American veterans.

Article

Make-A-Wish International, the not-for-profit, successfully refreshed its brand in order to tackle widespread misconceptions about its mission and impact.

Opinion

Agencies are increasingly aware that they are fighting for business with much larger organizations, says Mirum CEO, Dan Khabie.

Article

Walmart, the retailer, has reorganized its marketing group to create compelling, relevant content for different audiences using what it describes as a "lifecycle" approach.

Article

Explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.

News

LONDON: Recruitment advertising for the British Army came in for a blast of criticism last month, but its creators have argued the need to look beyond the “18-30 holiday with helicopters and guns” approach if challenging targets are to ...

Article

The way we consume media has changed beyond recognition, with many dividing their attention between multiple devices even though the human brain cannot handle this kind of multitasking or multiscreening.

Article

Macy’s is one of the world’s most iconic traditional retail brands, but its push into the Chinese market required an entirely different approach with mobile, e-commerce and VR at the fore.

Article

Over half of mobile users have stayed with their current network provider for at least three years and 54% of mobile users have never even explored another network's offers to consider switching.

News

NEW YORK: An ongoing internal review of the US Army’s marketing and advertising budget appears to question the effectiveness of almost $1bn spending on marketing programs.

Article

Pakistan is a growing and culturally distinct market that is worth looking at beyond the coverage of the country in the news.

News

LONDON: A campaign from the British Army and Karmarama, has won the Grand Prix at the DMA Awards, having incorporated new technology into its strategy to accurately target those most likely to apply.

Research Paper

The Home Office's Research, Information and Communications Unit (RICU) conducted research into the development and refinement of a successful behaviour change campaign in relation to Indecent Images of Children in the UK.

Case Study

The Salvation Army, an international charitable organisation, raised brand recognition and sales in the Czech Republic by creating a unique wrapping service using donated clothing.

Case Study

Capita plc, a British business process outsourcing company, used interviews and group discussions to identify whether the British Army's 'This is Belonging' campaign was resonant with diverse audiences.

Case Study

Cadbury, a British multinational confectionery company, drove desirability and urgency to purchase its creme egg product in the UK by inventing a whole new season: Cadbury Creme Egg Hunting Season.

Case Study

The British Army used tagging technology, machine learning and AI to change its communication strategy and successfully increase applications among different target groups across the UK.

Article

The tech sector changes so fast that it is understandable why companies operating in it get sucked into product-led marketing, but Cisco has abandoned a top-down approach that had produced a deluge of material that was mostly ignored.

Article

Examines the changes in journalistic practice over the last five years, specifically in response to technology and the evolution of social media, and the lessons for qualitative researchers.

Opinion

Artificial intelligence is growing in usage and capability, but it is still mostly a black box without guiding principles; Kinetic's Benjamin Lord argues that AI needs to develop ethical standards as it progresses.

Case Study

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

Case Study

Germ-prevention brand Dettol used a multichannel approach to grow sales of anti-bacterial handwash in India.

Case Study

Hindustan Times, the Indian newspaper, continued its mission to educate under-privileged children by focussing on building well-rounded personalities.

Case Study

The Campaign Against the Return of the Marcoses to Malacañang (CARMMA), a political campaign group, used a high-impact social media video to help swing the result of the Philippine presidential election.

Article

Contiki, a global tour operator, pivoted its marketing toward user-generated and educational content to capture millennial travellers.