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Case Study

Environmental organisation Greenpeace used art and social media to call on Asian leaders attending the ASEAN Summit in the Philippines to tackle plastic pollution in the oceans.

Case Study

P&O, a British cruise line, increased bookings for its South Pacific cruises in its busy January period by launching a humorous TVC and online content films in Australia to showcase what it has to offer.

Case Study

Greenpeace Philippines, a non-governmental environmental organisation, generated awareness of the effects of plastic pollution by mounting a decomposing whale made of waste plastic on a beach in the Philippines.

Case Study

Iceland, a supermarket chain, launched the #toocoolforplastics campaign in the UK to raise awareness of its removal of plastic packaging from all own brand products.

Article

Well-known brands including McDonalds, Samsung and Oppo are using colour, logo and multichannel branding to boost their brand recognition and saliency with consumers.

Case Study

Imitating a perfume brand helped Gain, the US detergent brand, communicate the scent value of its Gain Flings product and increase sales in the US.

Article

Edward Pank, Managing Director for WARC Asia, discusses the findings from the 2017 WARC Prize for Asian Strategy, while My Troedsson, Senior Planner at Forsman & Bodenfors, shares the strategy behind the brand's Grand Prix winning campaign.

Article

Explores the impact that experiential marketing can have and explains how both brands and agencies need to adapt and come up with new ways to engage today's college students.

News

SINGAPORE: Thinking outside traditional category norms and being where other competitors aren’t can put a brand at an instant advantage, according to analysis of more than 180 Asian campaigns.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Opinion

Brands would do well to take a leaf out of the Apple playbook and aim for a much simpler strategy, says Tim Williams, and offers a step-by-step guide on how to do just that.

Case Study

Project Nanhi Kali, a small NGO established to provide primary education to underprivileged girls, increased donations in India by working with Nestlé.

Case Study

Reebok, the sports apparel brand, increased sales to Indian women by focussing on the benefits of exercise for mental strength in a TV ad and social media campaign.

Case Study

HT Media used a multichannel strategy to launch a new FM station, Radio Nasha, in Delhi.

Case Study

BenQ, a technology company, increased sales of its in-home projectors in Taiwan by promoting them as a way to bring couples together in a series of social media videos.

Case Study

British Army Recruitment turned around a dangerous recruitment shortfall and helped safeguard national security with its 'This is Belonging' campaign which convinced more of the British public that they belong in the army.

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 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 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.