Article
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WARC Best Practice, January 2019
This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.
Article
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Euromonitor Profiles, January 2019
This Company Profile from Euromonitor provides key details and analysis of Shiseido Co Ltd, the owner of brands such as Clé de Peau Beauté.
Article
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WARC Best Practice, January 2019
This article provides an overview of the thinking and reading on the subject of experiential marketing and sampling, both live activities that involve direct interactions with audiences that can have an impact indirectly.
Article
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Euromonitor Profiles, January 2019
This Company Profile from Euromonitor provides key details and analysis of Pandora A/S, the jewellery manufacturer.
Case Study
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Chanatda Khumrungruang, WARC Media Awards, Entrant, Effective Use of Tech, 2018
Pepsi built Thailand's first web-based augmented-reality football game topped off with great prizes that were very appealing to its young, target audience.
Case Study
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Chamith Buthgumwa, WARC Media Awards, Entrant, Effective Use of Tech, 2018
Life insurance brand Softlogic Life created a virtual reality platform to speak to Sri Lankans, and get them walking, during the Buddhist festival of Vesak.
Case Study
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Ronnie Thomas, Scindya Datt, WARC Media Awards, Entrant, Effective Use of Tech, 2018
HP, the computer company, used augmented reality in a campaign targeting businesses across APAC.
Case Study
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Anh Vu, WARC Media Awards, Entrant, Effective Channel Integration, 2018
Soft drink brand Pepsi regained brand love in Vietnam by reinforcing its position as a leading brand for youth.
Case Study
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Kristen Wachter, WARC Media Awards, Entrant, Effective Channel Integration, 2018
Cincinnati Children's Hospital used radio, DOOH and online ads to increase awareness of the effectiveness of its adult heart surgery services in Ohio, US.
Case Study
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Giada Divisato, Luigi Mauriello, Silvia Giacomazzi, Alessandro Pastore, WARC Media Awards, Entrant, Effective Channel Integration, 2018
NOW TV, the internet TV by Sky, used Women's Day as an opportunity to make a statement and connect with millennials in Italy.
News
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10 January 2019
For all that direct-to-consumer (DTC) brands are disrupting categories and rewriting many rules of marketing, it remains the case that DTC brand-building is still fundamentally brand-building, which means the standard principles all still apply.
Case Study
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Viviana Sampugnaro, WARC Media Awards, Entrant, Best Use of Data, 2018
Italian pasta and sauce brand Barilla turned to a digital video campaign managed in programmatic to persuade 'rejectors' to revisit the brand in Italy.
Case Study
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Sandeep Joseph, WARC Media Awards, Entrant, Best Use of Data, 2018
Vitamin supplements brand Blackmores grew sales and likeability by supporting the cause against food waste in Malaysia.
Article
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WARC Category Intelligence, January 2019
Global strategies, campaign updates and trends in augmented and virtual reality.
Case Study
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Clarysse Estremadura, Steph King, WARC Media Awards, Entrant, Best Use of Data, 2018
Unilever-owned personal care brand Dove employed TV and digital to launch its Baby Dove range, focusing on body wash, in the Philippines.
Case Study
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Finola Austin, WARC Media Awards, Entrant, Best Use of Data, 2018
Sports-themed food-and-drink brand Gatorade joined forces with digital media and entertainment company Refinery29 to target teen female athletes in the US with a digital and social media campaign.
Case Study
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Elviana Lim, WARC Media Awards, Entrant, Best Use of Data, 2018
Lifebuoy, the world's leading soap brand, created a data-led campaign in Indonesia to raise awareness about the need for handwashing with soap.
Research Paper
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Jaywant Singh, Benedetta Crisafulli, and La Toya Quamina, Journal of Advertising Research, Digital First, December 2018
When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.
Case Study
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Case Studies on WARC, 2018
Burger King, the fast-food restaurant chain, allowed consumers to create their perfect McWhopper through the Instagram polls feature in Spain.
Article
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WARC Category Intelligence, January 2019
Global strategies, campaign updates and trends in content marketing.
Article
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WARC Category Intelligence, January 2019
Global strategies, campaign updates and trends in the out-of-home market.
Article
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Nazia Du Bois, Admap, January 2019
Explores how in the absence of big advertising budgets and traditional retail support, DTC brands can still apply traditional marketing principles to build long term brand equity.
Article
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Euromonitor Strategy Briefings, December 2018
Offers an industry overview of alcoholic drinks, including innovation and disruption caused by changing consumer attitudes.
Article
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Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2018
Kraft Heinz, the consumer packaged goods giant, is using an approach called “actvertising” to build on the impact of its advertising.
Article
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Euromonitor Profiles, December 2018
Provides key details and analysis of Henkel KGaA, the owner of brands such as Dial, Right Guard and Schwarzkopt.
