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Article

Aflac, the insurance provider, has successfully boosted various core metrics through more tightly connecting its business and corporate social responsibility (CSR) efforts.

Opinion

Charities are missing opportunities by thinking in terms of legacy channels and fundraising methods, argues Phil Gault.

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

The Vodafone Foundation, a charity focused on delivering public benefit through the application of technology, increased awareness of its cancer research app DreamLab by changing the job titles of Australian influencers on LinkedIn.

Case Study

Narayana Health, a chain of hospitals in India, used a stealth campaign to increase breast self-exam rates in the country.

Article

Explores the assumption that collaborating with a second brand produces cut through for both brands and suggests good practice for co-branding in advertising.

Article

This Company Profile from Euromonitor provides key details and analysis of Beiersdorf AG, the owner of brands such as Nivea, La Prairie and Labello.

Case Study

Lamb, a meat brand by Meat & Livestock Australia (MLA), transformed a business experiencing five years of flat-line sales with the You Never Lamb Alone campaign.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

Direct-to-consumer campaigns are being used to promote cancer treatment drugs.

Article

Kantar Media, the research firm, believes that many pharma brands need to consider adapting their media strategies to better reach consumers.

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.

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

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

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

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.

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.

Opinion

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

Article

Reveals new insights into how communications are working in context with data gathered from participants using mobile phones to relate their brand experiences in real time.

Article

Shows how a methodology, measurement currency and benchmarks were created to discover the effectiveness of media partnerships.

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

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.