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Article

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.

Article

Georgia-Pacific, the paper products company, is tapping a philosophy of “restless discontent” as it adapts in a changing business-to-business (B2B) environment.

Case Study

The communications team at Shanghai Disney Resort (SHDR), a themed resort in China, lived up to the promises of Disney and delivered them to China in an authentic way.

Case Study

Monaco, the payments and cryptocurrency platform, raised awareness globally of cryptocurrency as a mainstream payment method and built its profile as a company that provides intuitive financial products for mass consumers.

Case Study

Razer Inc., a global gaming manufacturer, increased brand awareness in Greater China through media engagement and Razer Inc. corporate developments to raise its profile.

Case Study

METRO, an international retail company, got 80% of employees in China following the WeChat Enterprise Account (WEA), which allowed them to receive information in real time, improved work efficiency and the quality of work life.

Case Study

Intel, a technology company, raised sales and awareness of its VR installation for helping treat Autistic children in China by telling the stories from parents of Autistic children and demonstrating how it works.

Case Study

Lendlease, a construction, property and infrastructure company, brought many stories of migrant workers to people in Singapore during the month of Ramadan.

Opinion

Legacy businesses are fearful of disruption from external competitors, but Pip Hulbert, CEO, Wunderman UK, asks whether we should think of disruption as an inside job.

Case Study

Brieana Rose, a privacy campaigner, turned a personal experience of having pictures of her genitalia distributed by a nurse without her consent into a campaign for protecting privacy rights in Australia.

Case Study

Johnson & Johnson (J&J), a medical devices, pharmaceutical and consumer goods company, introduced more inclusive policies to enable its employees in India to continue working after having a child.

Case Study

Prevail, a brand of incontinence products, increased external visits to e-commerce channels by 6500% and increased sales by 74% during its campaign in China, which used emotional storytelling.

Case Study

Ben & Jerry's, a manufacturer of ice cream, frozen yoghurt and sorbet, raised awareness of its support for marriage equality in Australia by banning the sale of two scoops of the same flavour ice cream across its stores.

News

GLOBAL: The logos of some of the biggest and most profitable companies in the world aren’t recognised at all by consumers, according to a study that also notes how even some long-established and well-known companies appear to be losing ground ...

Case Study

Kodansha, a Japanese publishing company, increased sales and interest in its animal biodiversity publication in Japan by launching an interactive exhibit in a local museum.

Case Study

Jetstar Asia, a budget airline, encouraged Singaporeans not to travel during the Lunar New Year period in order to build an emotional connection with local consumers and increase brand love.

Case Study

The NPO LOCOMO Challenge Council, a healthcare-promoting council, raised awareness for orthopaedic pain and illnesses in elderly people in Japan by launching a risk test alongside press releases and events.

Case Study

Ford, an automotive brand, maintained a valued relationship with its dealers and encouraged test drives of its vehicles in China by launching an auto vending machine at a live Q&A event.

Case Study

UOB Private Bank, a Singaporean private bank, built a brand identity over the course of three years to organically grow its business and achieve a top-five assets-under-management (AUM) placement.

Case Study

Saregama, a music company in India, created a new product to monetise its music archive and appeal to older people.

Case Study

Fast-food restaurant chain McDonald's used a game on WeChat, TV and online video to show support for schoolchildren taking the Gaokao exam and build brand love in China.

Case Study

Over-the-counter brand Vicks used long-form video, distributed purely on social media, to reignite affinity, trust, and respect for the brand in India.

Case Study

Whisper, a feminine hygiene brand, used a campaign that challenged society's expectations of women to connect with young women in India.

News

SYDNEY: Australian insurance brand CGU discovered the true power of migrant stories when it pivoted toward a direct-to-consumer model, according to a senior marketing executive at the brand.

Opinion

With 67% of 18 to 34-year-olds saying the need to take a break from technology, does this open an opportunity for brands, asks Vaughan Edmonds, planner at global experience agency Sense.