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News

BANGKOK: Alibaba Group, the Chinese e-commerce giant, has forged a strategic partnership with the government of Thailand that involves the establishment of a smart digital trading hub in the country.

News

LONDON: The reputation of companies operating in the UK has declined for the first time since the financial crisis of 2008, according to a new study that suggests there has been a major drop in trust and confidence in UK brands over the past year.

Article

Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.

Article

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

News

GLOBAL: Many brands continue to see digital as primarily a response-led medium, but digital channels, when used well, can play a fundamental and complementary role in brand building, an industry figure maintains.

Case Study

Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment, at the same time earning positive word of mouth and B2B goodwill.

Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

Case Study

As part of a series of initiatives celebrating its bicentenary, Australian bank Westpac created a kids' rash vest with CPR instructions to highlight its commitment to future generations.

Article

Lucas Herscovici, Anheuser-Busch InBev’s Global Marketing VP/Consumer Connections, Insights and Innovation says that advertisers need to be able to stop interrupting and start attracting consumers by making content that is culturally relevant, and that people want to see.

News

GLOBAL: Delivering a good customer experience (CX) – the tangible reality of the brand and proposition made to the customer – is essential in the modern digital economy and requires an ongoing commitment from businesses if they are to ...

Article

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.

Article

Looks at the decision to 'go dark', scale back or eliminate the advertising budget, and both the short- and long-term implications this can have for brands.

News

LONDON: Despite recent controversies around programmatic – surfacing ads next to inappropriate content, for example – best-practice examples show how it can be used effectively, according to a new WARC report.

Article

Provides an overview of optimizing mobile market research, including data about the extent of its use, as well as recommendations and best practice.

Article

With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Case Study

Royal Mint Bullion, a business selling precious metals, used data to improve its programmatic advertising bidding criteria to increase sales and decrease costs in the UK.

Article

Facebook Live offers new opportunties to marketers in a landscape where streaming and live content are hugely popular – but getting it right requires strategy and foresight.

Opinion

In the pursuit of greater personalisation, we’re crossing the boundary between clever and creepy. We have reached advertising’s ‘uncanny valley’ - when technology becomes so human-like that it makes people uneasy – argues UM’s Michael Hanbury-Williams.

News

GLOBAL: China no longer produces mere goods; in recent years, the world’s most populous country has shifted away from the image of a cheap producer at scale, toward becoming the innovative home of trusted companies.

Article

AT&T, the telecoms and entertainment company, is driving progress when it comes to accurate gender portrayals in advertising.

Article

Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.

Article

The Advertising Research Foundation (ARF), the trade body, is encouraging the market-research industry to double down on the use of science in tackling major questions.

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.