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Research Paper

Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.

Article

Contextual advertising is difficult to achieve, but can be incredibly powerful, as both Channel 4 and Trinity Mirror show.

Case Study

Medcare Women & Children Hospital, a leading healthcare provider in the UAE, used a hands-on creative campaign to raise awareness of the necessity for breast checks among local and Arab women.

Case Study

The Egyptian Autistic Society used an integrated strategy to change society's misperceptions about autism.

Article

Chatbots constitute an unparalleled opportunity across the breadth of the health industry, and both for the benefit of consumers and for communications with professionals.

Article

Mastercard, the payments brand, is tapping the power of experiential marketing in a bid to engage consumers in meaningful ways around their passion points.

Case Study

Canada Goose, a clothing brand, increased sales and brand awareness across Europe and North America by launching an integrated campaign that told the stories of five outstanding Canada Goose consumers through an interactive film.

Case Study

The Ad Council, a US non-profit organisation, created a campaign which used a live stunt and PR support to address prejudice at a national scale.

Case Study

SickKids Foundation, a children's health research organisation, launched a campaign that successfully increased donations and Canadian male-audience engagement by repositioning its brand as a fighting ally against disease.

Case Study

The Indian Association for Palliative Care (IAPC), an information and support association, increased the number of requests for this sort of care in India by launching a stand-up comedy show performed by terminally ill patients.

Case Study

McDonald's, the fast food brand, increased brand trust and sales in the UK by disproving fake news stories about the source and quality of its food through a TV ad series and inviting YouTube influencers to its factories.

Case Study

Parodontax, a toothpaste brand, increased brand sales by redesigning its packaging and launching global ads that encouraged people to take their gum health seriously without scaremongering.

Opinion

In 2017, WARC launched the Brand Purpose category in the WARC Awards. The 2018 winners have just been announced.

Article

Media partnerships can be an attractive proposition for brand owners and their agencies, especially where there is a desire to stand out among advertising clutter, to solve problems that advertising alone cannot, or to create content that consumers would actively seek to consume.

Article

Most of the recent emphasis on context has related to brand content not being placed in unsavoury juxtapositions, programmatic advertising ending up on fringe sites, or decisions about whether to advertise in a medium such as Facebook, following negative publicity relating to its use of data.

Case Study

Ung Cancer, a non-profit organisation, launched the Check Your Balls campaign in Sweden to raise awareness of testicular cancer among young adults.

Case Study

Magic Makers, a non-governmental organisation, launched The Magic Chair campaign in Romania to raise funds for a parents shelter and encourage unity in Romania's society.

Case Study

#SmokingBlind, an awareness campaign in the US to help prevent irreversible vision loss caused by smoking, partnered with non-profit Prevent Blindness to warn people about how smoking can cause blindness.

Case Study

Recybem B.V., an industry body responsible for recycling used tires in the Netherlands, launched a campaign to reset the discussion about crumb rubber.

Case Study

Gilead Sciences Europe Ltd., a research-based biopharmaceutical company, launched the Are You Chris? campaign to raise awareness of hepatitis C (HCV) in Germany.

Case Study

Pfizer, a pharmaceutical company, launched the Pact for Life campaign in Belgium to inspire relapsed smokers to finally quit, encouraging healthcare professionals to prescribe them Champix.

Article

AARP, an interest group focused on consumers aged over 50 years of age, has found that pharma brands often fall short when trying to engage this audience.

Research Paper

This study examined exposure to three types of e-cigarette marketing—sponsored advertisements, brand pages, and user-created groups—on social networking sites and their influence on health-related outcomes.

Research Paper

This study examines how brand placement in editorial content (i.e., whether a sponsoring brand is mentioned in editorial content) affects consumers’ responses to native advertising and whether the effect is moderated by either high or low quality of editorial content.

Case Study

Instinctif Partners, an international business communications consultancy, launched a campaign in South Africa to shape a new narrative around female MCs.