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Case Study

Andersen Windows, a windows manufacturer, increased sales of its custom-sized windows in the US through paid search, social and digital ads.

News

Here are some of the biggest stories on WARC last week for you to catch up on, including: IBM’s Weather Channel lawsuit, Tencent, e-commerce in India, and the devastating effects of gambling in the UK.

News

Tencent is to launch its own version of a digital voice assistant, in a move being seen as a major shift to expand beyond smartphone use for the WeChat app, The Siri-like assistant could allow the WeChat app to be deployed in smart cars and offer ...

Case Study

Italian pasta and sauce brand Barilla turned to a digital video campaign managed in programmatic to persuade 'rejectors' to revisit the brand in Italy.

Article

Provides key details and analysis of Henkel KGaA, the owner of brands such as Dial, Right Guard and Schwarzkopt.

Article

Looks at digital transformation in the travel environment, including seamless travel, the customer journey and how the industry is future-proofed for success.

Article

While the attention economy focuses on clicks, shares and instance gratification, out-of-home (OOH) advertising can achieve long-term brand salience and value.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Research Paper

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

News

Amid the rise of e-commerce giants, and challenger brands that boast a direct relationship with consumers, big brands are being squeezed.

Article

PepsiCo, the food and beverage giant, focused on the unique nutritional value of Quaker Oats as it sought to break through with consumers in Latin America.

Article

Highlights the issues and opportunities for marketers concerning data privacy in 2019.

Article

Summarises Admap's December issue by looking at five consumer trends that will affect marketers in the year ahead, exploring both the opportunities and challenges these present.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2018.

Research Paper

Suze, the French alcoholic drink, rejuvenated its strategy to reach a younger and more mindful target in France, Switzerland, Germany and the US.

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

Graco, a manufacturer of industrial fluid-handling equipment, has used a nuanced strategy to build out its e-commerce capabilities.

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.

Case Study

Holcim, Vietnam's leading cement supplier, rebranded itself in six months to negate projected sales losses of 20% and transferred its brand equity to a new identity.

Case Study

The Diamond Producers Association, a trading organisation formed of global traders of rough diamonds, grew reach, engagement and awareness by forging new associations for its diamond products in India.

Research Paper

This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media.

Article

When Reckitt Benckiser looked closely at issues around brand experience it proved a catalyst for wider organisational change.

Case Study

KONE, an international engineering and service company, promoted its AI-powered elevator maintenance across Europe by launching a campaign that allowed people to hear intelligent AI conversations.