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Opinion

Jerry Daykin, Head of Global Digital Media Partnerships at Diageo, is chair of the judging panel for this year's WARC Media Awards partnerships and sponsorships category.

Article

This Company Profile from Euromonitor provides key details and analysis of Royal FrieslandCampina NV, a Dutch packaged foods company with a strong focus on baby food and dairy.

Article

This article offers insights into the consumer behaviour of underweight consumers in India, which has 40% of the world’s underweight population.

Article

This article shows the clear evidence that copycat brands are disrupting consumers' search and decision-making process, which is bad news for both original brands and shoppers, who find themselves manipulated.

Case Study

This case study describes how chocolate company Hershey used a fun social media campaign to turn around negative perceptions over misshapen chocolate in the US.

Case Study

This case study explains how Lurpak, a premium butter brand, repositioned itself to drive sales in the UK, by connecting with consumers through their love of food.

Case Study

This case study describes how fast-food brand KFC employed programmatic technology to create and distribute content to millennials to launch its Hot and Cheezy burger in Malaysia.

Article

This case study describes how ice cream brand Magnum used a mix of experiential, social and broadcast content to launch its Magnum Double across Europe.

Article

This article explains how FMCG marketers can best combine TV and social media, arguing that the most important thing is to start a conversation, keep it going and not hide if it becomes difficult.

Article

This article argues that the most successful media strategy for retailers takes into account the nuances between TV and social media platforms in order to produce fit-for-purpose content that customers truly want.

Case Study

This case study shows how Reese's, a chocolate brand, was able to successfully launch its newest product in the US despite a major information leak.

Article

This article covers how Anheuser-Busch InBev (AB InBev), the beverage company, has adopted an innovation culture, including experiential marketing and establishing an in-house innovation lab.

Article

This article looks at one of India's most enduring brands, Amul Butter - a brand that consistently outranks global brands in the country, and can call itself 'The Taste of India' without eliciting any disagreement.

Article

This event report describes how neuroscience can help brands avoid lost sales to copycat supermarket own-brands by protecting fundamental signals of packaging design.

Article

This article explores how marketers should approach the challenge of pricing in 2017, as the weak pound begins to affect costs.

Case Study

This case study shows how Flora ProActiv, a Unilever-owned margarine brand, halted declining sales in the UK by redesigning the product to stimulate emotions, reassure consumers, and reverse the decline.

Article

This Company Profile from Euromonitor provides key details and analysis of Hershey Co. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the confectionery market.

Article

This Company Profile from Euromonitor provides key details and analysis of Ferrero SpA, the owner for brands such as Kinder and Ferrero.

Article

This article examines how brands can acknowledge and support active and retired members of the military, suggesting a number of ways other companies can get involved.

Article

This article looks at how the advertising industry could serve clients better by improving its skills in finding the problem that needs to be solved - rather than simply presenting the idea.

Case Study

This case study describes how Anchor, a brand of dairy products, drove penetration of its butter and raised awareness of the product in the United Kingdom.

Article

This report describes how food brands are leveraging programmatic media buying, and explores the possibilities it offers in areas such as campaign optimisation and cost efficiency.

Research Paper

This paper seeks to shine some light on the application of artificial intelligence (AI) algorithms, widely thought to be the 'future of marketing' and suggests that the synthesis and prediction possibilities will be game-changing for the insights industry.

Research Paper

This paper examines a new worldwide consuming male class that has arisen since the turn of the millennium: that of the 'Domestic Dude'.

Case Study

This case study shows how Nutralite, a butter alternative brand, increased sales in India by making innovative use of a 3D hologram in an experiential campaign.