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Case Study

UnitedHealthcare, a for-profit health care company, showed Americans that they could trust the brand by creating a cross-platform campaign that highlighted the complications of the health care system through real medical codes.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

Research Paper

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

Article

This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

Article

This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

Data

This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry.

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

The telecoms sector is characterised by a relatively high number of brands operating in the TV space, with the result that the mass of conflicting messages affect cut-through, leading to adspend that is not fully cost-effective.

Article

Regulatory relaxation has enhanced the branding opportunities that sponsorship can offer and, as a result, the desire for advertisers to position themselves with TV content has never been greater.

Article

Pharma brands are lagging behind other industries when it comes to leveraging the power of programmatic advertising, and are thus missing out on significant opportunities.

News

LONDON: Cisco, the networking hardware supplier, has abandoned a product-led marketing approach in favour of a customer-centric strategy that has devolved authority to a more local level and embraced customer advocacy.

News

NEW YORK: Microsoft, the technology giant, is drawing on underlying principles such as humanity and humility as it crafts messages with real meaning for consumers.

Article

Microsoft, the technology company, takes a nuanced approach to how it develops advertising creative in a bid to make the greatest possible impact on consumers.

Case Study

Co-op Funeralcare, a British funeral services company, disrupted the category by using humour in its ads.

Article

Brand purpose has seen a backlash in 2017, and the challenge for brands in the coming year will be recognising when (and how) purpose can drive sales as well as social good.

Article

WARC's Toolkit 2018 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

Article

A new survey has revealed that, with very few exceptions, for most categories, important emotional aspects are shared across all demographic segments.

News

LONDON: Leading brands, including Mars and Adidas, have once again pulled their advertising from YouTube, this time following claims that their ads were appearing on videos that are being viewed by paedophiles.

Article

Looks at the much talked about, but less often understood, topic of Programmatic: an automated media buying method that leverages data in real time to gain sophisticated targeting.

News

LONDON: Two-thirds of the world’s digital display advertising is set to be traded programmatically within a couple of years, but, say two industry figures, the issue of context has to be addressed.

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

News

NEW YORK/LONDON: The nature of luxury brand advertising is shifting away from portrayals of a distant exclusivity to a more inclusive relationship with consumers, according to a new study.

Research Paper

Explains how context in ad placement has a tangible effect on how people react to advertising.

Case Study

Fashion brand Bench used a digital content campaign to appeal to young millennials in the Philippines.

Case Study

Bailey's, an alcoholic beverage brand, used social influencers and a social media first approach to reengage with consumers globally.