Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index


6,365 results found
Sort by

Article

This study by Val Morgan and Kantar Millward Brown offers insights into the impact of cinema advertising on audience reach, based on data from 60 Australian campaigns.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

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.

Opinion

For most brands, the relationship they have with their consumers is passive; meanwhile, others have been able to enter a different space, where consumers share their content and participate in the brand.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.

Case Study

This case study describes how international development organisation, UN Women, used a storytelling strategy on TV, outdoor and radio to campaign for women's rights in Egypt.

Case Study

This case study shows how Dubai Cares, a children's charity, was able to reverse the increasing audience desensitisation to charitable causes in the UAE by showcasing real children's creativity and resilience through social media tutorials.

Case Study

This case study shows how Nissan, the car brand, made use of its recent sponsorship deal to reconnect with its Asian expats customer base and increase sales in the UAE.

Case Study

This case study shows how Chiclets, a chewing gum brand, successfully rebranded its product by redesigning its package and introducing it to a younger Egyptian audience using Facebook's live streaming feature.

Case Study

This case study describes how Lipton Ice Tea launched the ice tea category in Egypt with a TV, online, social, outdoor and sampling campaign.

Opinion

What video strategy works for a brand depends, ultimately, on the brand, argues Andre van Loon, and looking at what worked for others can, at times, leave us wishing for faster horses rather than cars - to paraphrase Henry Ford.

News

SINGAPORE: Location data can offer vital insights to marketers on customer behaviours, particularly hyper-connected millennials, according to an industry expert.

Article

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

Article

This article reports on how location data can provide insight into the purchase habits of millennials, with examples from five APAC markets (Australia, Hong Kong, Indonesia, Malaysia and Singapore).

Article

This event report outlines how Lane Bryant, the fashion retailer for women, has challenged conventional images of beauty.

Article

This event report outlines some of the failings of political pollsters during the 2016 Presidential election, drawing particularly on learnings from consumer-focused market research.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This event report looks at research into the mobile behaviours of Gen Z in the UK, a group termed 'mobile prodigies'.

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 provides marketers with information and guidance about how to deal with the effects of advertising clutter.

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.

Opinion

This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners.