News
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18 August 2017
WASHINGTON, DC: Donald Trump’s divisive presidency is forcing brands to take sides and risk a consumer backlash from his supporters or opponents – but some of those distancing themselves from the president have seen a boost in brand ...
Article
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Val Morgan and Kantar Millward Brown, Research on WARC, June 2017
This study by Val Morgan and Kantar Millward Brown offers insights into the impact of cinema advertising on audience reach, based on data from 60 Australian campaigns.
News
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11 August 2017
SYDNEY: Paypal, the online payments system, believes that consumer trust allied to brand ethics is crucial to emotional engagement.
Research Paper
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Carmen Abril, Joaquin Sanchez and Teresa Recio, Journal of Advertising Research, Digital First, May 2017
This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.
Research Paper
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Verena Gruber, Magdalena Kaliauer and Bodo B. Schlegelmilch, Journal of Advertising Research, Digital First, September 2015
Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.
Research Paper
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Nicholas Burton and Simon Chadwick, Journal of Advertising Research, Digital First, March 2017
Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.
Research Paper
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Lawrence Ang and Martin Eisend, Journal of Advertising Research, Digital First, January 2017
Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.
Case Study
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Hend Ghorab, WARC Prize for MENA Strategy, Entrant, 2017
This case study describes how Egyptian snack brand Chipsy softened the blow of a price rise using an on-pack promotion, TV, outdoor and social media.
Case Study
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Ali Cheikhali, WARC Prize for MENA Strategy, Silver, 2017
This case study shows how Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.
Case Study
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Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2017
This case study shows how MasterCard, the financial services brand, installed an interactive wall display to collect donations across the UAE to be delivered to displaced families in the Middle East.
Article
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WARC Best Practice, August 2017
This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.
Case Study
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Hend Ghorab, WARC Prize for MENA Strategy, Entrant, 2017
This case study describes how potato chip brand, Chipsy, used its packaging as a sports-betting medium to boost sales in Egypt and leverage its sponsorship of the UEFA Champions League.
Case Study
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Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2017
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
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Tahaab Rais, Mongi Bhouri, WARC Prize for MENA Strategy, Silver, 2017
This case study shows how Orange, a telecommunications provider, gave an old retro game a twist to show young Tunisians the speed of its Internet services.
Case Study
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Naila Fattouh, WARC Prize for MENA Strategy, Shortlisted, 2017
This case study describes how milk brand Labanita brought its two cow mascots back from the dead to raise awareness and build brand love and sales in Egypt.
Case Study
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Ali Cheikhali, WARC Prize for MENA Strategy, Bronze, 2017
This case study shows how Teach For Qatar (TFQ), an NGO in Qatar, increased its number of teaching applications by appealing to young people's desire to lead.
Case Study
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Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2017
This case study shows how Coca-Cola, the carbonated drinks brand, increased brand affinity in Morocco by creating a family-focused cooking show.
Case Study
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Dana Al-Kutoubi, WARC Prize for MENA Strategy, Bronze, 2017
This case study describes how telecoms brand STC used a TV and digital strategy to become an entertainment provider to appeal to young people in Saudi Arabia.
Case Study
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Mayar Talaia, Ahmed El Ruby, Dina Abdel Azzim et al., WARC Prize for MENA Strategy, Entrant, 2017
This case study describes how Mondelez used a cinema-based experiential campaign to drive sales of its Cadbury Dairy Milk Oreo variant in Egypt.
Case Study
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Dana Al-Kutoubi, WARC Prize for MENA Strategy, Entrant, 2017
This case study describes how mobile operator STC used an online show to promote its roaming service to the youth audience in Saudi Arabia.
Case Study
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Tahaab Rais, Jasmina Matic, WARC Prize for MENA Strategy, Entrant, 2017
This case study shows how Aspire Zone, a sports destination, increased footfall by getting people in Qatar to take part in a nocturnal exercise championship during Ramadan.
Case Study
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Tahaab Rais, Evan Kearney, WARC Prize for MENA Strategy, Gold, 2017
This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.
Case Study
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Raed Bou Hamdan, Munira AlOsaimi, Samer Majzoub, Haytham Dayeh et al., WARC Prize for MENA Strategy, Entrant, 2017
This case study shows how du, a telecommunications brand, analysed tourists' key targeting touch points when visiting the UAE, to directly engage them in order to increase sales.
Case Study
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Naila Fattouh, WARC Prize for MENA Strategy, Shortlisted, 2017
This case study describes how Egyptian mobile operator, Mobinil, used a multimedia campaign to increase market share and become the top-considered mobile data provider among the youth audience.
Case Study
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Maxime Menant, WARC Prize for MENA Strategy, Entrant, 2017
This case study shows how McDonald's, the fast food brand, successfully shifted its McDelivery service to an app-based platform, by highlighting a small design feature of its product that continuously updated consumers in the GCC region.
