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Case Study

This case study shows how Coca-Cola, the carbonated drinks company, increased brand equity by developing a community action platform for the Middle Eastern youth.

Case Study

This case study shows how Fanta, the carbonated drinks brand, levelled its brand equity and sales across the Middle East, by creating a gaming platform for teens.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Case Study

This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.

Article

This article looks at the factors that drive growth in a world of fragmented audiences, and the reasons why targeting is struggling to deal with these factors.

Research Paper

This article examines how marketers can best study brand decision journeys, emphasising how critical it is to take into account product categories, as there are important differences between these that affect many aspects of the consumer journey.

Case Study

This case study shows how Samsung, an electronic devices brand, increased its sales and surpassed the industry's market leader by localizing its campaign and engaging with its Vietnamese audience.

Case Study

This case study describes how GlaxoSmithKline, the pharmaceutical companies, used an emotional stunt that was brought to life on social media to save actual lives in the Philippines.

Case Study

This case study shows how Yatra, an online travel agency service (OTA), increased sales by shifting its campaign focus away from discounts and towards engaging new audiences in India.

Article

This article highlights the use of the 'Mindsets' framework for understanding consumers' needs according to different states and provides an example of use in the breakfast category.

Article

This article explores new research about how the US population can be convinced to engage in preventative behaviours when it comes to healthcare.

Case Study

This case study shows how the Cronulla Sharks Football Club used original video content to turn negative sentiment into pro-active support from fans and the media.

Case Study

This case study shows how Coca-Cola, the carbonated drinks company, increased its brand equity by developing a community action platform for youth in the Middle East.

Case Study

The case study details how GlaxoSmithKline, one of the largest pharmaceutical companies in the world, raised awareness of a serious health issue in the Philippines through a single video and helped grow the business at the same time.

Article

In this article, Jim Lewcock, founder and CEO of The Specialist Works discusses the books that have influenced him the most.

Research Paper

This article describes how Nescafe used information drawn from a range of sources to make their decision to link coffee with the concept of "Stimulation" while trying to crack the Indian market.

Article

This event report outlines how Heady Topper, which is brewed by The Alchemist, has become one of the most iconic craft beers in the US and beyond.

Article

This report analyses the evolution of online shopping, covering changes in pricing, consumer trust, personalisation and how popular marketplaces are serving their regions' needs.

Case Study

This case study describes how Fanta, a small player in the fruit-flavour drink category in MENA, created a new brand platform based on gaming to appeal to teens, and drive recruitment and consumption.

Case Study

This case study describes how Diageo established Scotch whisky as part of a sophisticated and luxurious lifestyle in China by creating an embassy for whisky culture: The Johnnie Walker House.

Case Study

This case study describes how the fish supplier Ocean Trawlers created the Atlantika brand to add value to their premium Cod and Haddock products.

Article

This article looks at the key developments, and available hardware for virtual reality, arguing that this new way of viewing is the next big thing.

Case Study

This case study demonstrates how WWF Netherlands, the wildlife preservation charity, generated greater compassion for and involvement with the subject of ocean preservation through a multi-media campaign.

Article

This report analyses trends in the winning case studies of the Warc Prize for Innovation and draws out lessons for marketers to develop their own innovative marketing campaigns.