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Article

The Iconic, an Australian online fashion retailer, is using brand purpose and storytelling to drive its brand activations and social media.

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.

News

LONDON: Young British people aged 16 to 25 are the unhappiest generation in a decade, with their sense of wellbeing at its lowest ebb since the Prince’s Trust charity first started measuring young people’s emotional health in 2009.

Case Study

David Sheldrick Wildlife Trust, a charity based in West Africa, created Hello in Elephant, a world-first human-elephant translator.

Article

A+E Networks, the media company, found that political orientation is an increasingly powerful influence on how women react to advertising.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Article

Social media platforms are enacting major changes to the organisation of personal and professional posts due to scrutiny from lawmakers, concerned health experts and anxious advertisers.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Article

Examines how marketers can make use of the pratfall effect, where flaws make a thing more likeable, to improve brand image.

Article

Looks at a report from the ASA that explores the potential harm arising from gender stereotypes in advertising and assesses the effects that brands are currently having in this area.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Article

Advertising research needs to see the value in replication studies, which can elucidate knowledge by offering new insight into the theories tested.

Article

Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.

Article

This article reveals the results of studies exploring the role of cultural differences and usage occasions in shaping the most relevant emotions and motivations for female beauty in the UK and Indonesia.

News

MIAMI, FL: Over 60% of female consumers believe women are commonly depicted using negative stereotypes in ads, research conducted by A+E Networks has found.

Article

A+E Networks, the media company, builds audience understanding through on-going research into the attitudes, experiences and preferences of women across America.

Case Study

Comfort, a fabric conditioner brand, launched its Comfort Creations Summer Limited Edition in the UK with a striking design to improve sales during the summer season.

Case Study

Lean Cuisine, a brand of frozen meals sold in the United States and Canada, stopped its sales decline by redesigning its packaging to fit the modern health and wellness segment.

Case Study

Brew York, a British craft brewery, created a brand mark through a redesign of its packaging that saw each product be given its own character, pattern or symbolism.

Case Study

Hi Mark, the Taiwanese sports equipment manufacturer, relaunched its global Body Sculpture brand by positioning the product as the hero.

Case Study

Koodo, the Canadian telecommunications company, increased its number of customers by showing sympathy with millennials’ fears of high bills.

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.

Opinion

The fundamentals of marketing and advertising success have not changed because of the digital revolution.

Case Study

Toiletries brand Dove launched the localised campaign #ChangeTheRhyme to make the brand's iconic Real Beauty concept more relevant to women in India.