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News

Wells Fargo, the financial services provider, has found that multicultural consumers have remained more supportive of its brand than the general market following a testing period for the company.

Article

Procter & Gamble, the consumer goods giant, made a bold commitment to equality with “The Talk”, an ad based around the difficult conversations black parents are forced to have with their children.

Article

Provides marketers with information and guidance about luxury brand advertising.

Article

Skol, the beer owned by Anheuser-Busch InBev, transformed its brand positioning in Brazil as it sought to reflect new shifts in culture.

Opinion

Great planning starts with understanding people and developing insights through the lens of their humanity, says BBDO Asia’s Andy Wilson, judge of the 2018 WARC Prize for Asian Strategy.

News

Fernando Machado, Global CMO of Burger King will chair the judging panel for the Effective Use of Brand Purpose category in the 2019 WARC Awards, a global search for next-generation marketing effectiveness.

Case Study

Nippon Pylox, a Malaysian spray paint brand, increased sales despite a limited marketing budget by understanding its target audience.

News

FedEx, the courier and delivery service company, is adopting a more integrated, purpose-driven approach to its messaging in response to major changes taking place in the marketplace.

Case Study

Lifebuoy, the soap brand owned by Hindustan Unilever, targeted the people most at risk of infections preventable by good hand hygiene to increase sales in rural India.

Opinion

Marketing effectiveness has long been in a state of waiting for that perfect metric, the tell-all KPI.

News

In retrospect, 2018 will be regarded as the year purpose went mainstream, says the chief marketing officer of IKEA in a new WARC report that highlights brand purpose strategy trends for effective marketing.

Article

Selling in e-commerce to top corporate officers while navigating the complexities of channel disputes and incentive alignment are the two top challenges B2B digital executives face.

Article

Kravet, the business-to-business home furnishings company, retooled its e-commerce site in order to better serve its customers.

Article

Adobe, the software company, leaned in to a new strategy to promote its Photoshop tool that is used for creating and editing graphics, photos and artwork.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.

News

Pizza Hut, the quick-service restaurant chain, is using digital testing to ensure that changes to its online hub make the right impression on consumers from a behavioral and attitudinal perspective alike.

Opinion

At the end of the year, trends are all around us. From across the marketing circuit, here are some that could cause a rumble in the coming year.

Article

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.

Article

Lincoln, the auto marque, successfully leveraged 360-degree video and virtual reality (VR) in launching its 2018 Navigator sports utility vehicle.

Article

FedEx, the courier and delivery service, has shifted its advertising strategy to reflect a more global, and integrated, brand positioning.

News

Procter & Gamble, the FMCG giant, is pushing multicultural marketing right through from insights to measurement in order to make sure it is truly engaging with a diverse set of consumers.

Article

Wells Fargo, the financial-services provider, discovered that its brand remained particularly resilient among multicultural consumers following a series of scandals.

Article

Procter & Gamble, the consumer goods giant, is elevating multicultural marketing as it seeks to do good and drive growth at the same time.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Article

Shares some insights on how Spotify personalises every touchpoint towards individuals in specific contexts and what marketers might learn from this approach.