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News

NEW YORK: Understanding the extent of celebrity “worship” among a target audience can help marketers get the most of their partnerships with brand endorsers, according to a study in the Journal of Advertising Research (JAR).

Article

Boost, a malted drink popular with children in India, successfully reached its target audience with long-form video content delivered via parents’ phones.

Article

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

Article

Retailers attempting to keep up with the changing habits of shoppers face a new challenge in the shape of Gen Z, the first truly mobile-first generation.

Case Study

An ambitious social mission helped healing skincare brand Vaseline make Vaseline Jelly a powerful force for global good and catapult the brand back to relevance in the US.

Case Study

India's leading water purifier brand, Aquaguard, used a low-budget, digitally-led campaign to encourage people to make a real difference to the lives of others.

Case Study

German telco Deutsche Telekom used mobile and social channels globally for the launch of the Sea Hero Quest game (mobile and VR) that provided a vast data set to be used in dementia research.

Case Study

Sportswear brand Reebok used a multimedia strategy to change the sexist nature of the narrative for women's fitness in India and close the gap on market-leader Nike.

Article

The political and diplomatic storm that is the UK’s exit from the European Union has rocked an insight industry whose political arm failed to foresee the decision.

News

NEW YORK: Trustworthiness is more impactful for celebrity endorsers than expertise or attractiveness when it comes to boosting brand credibility, according to a study of the airline industry published in the Journal of Advertising Research (JAR).

Article

Sailor Jerry, the spiced rum brand, uses partnerships with musicians in the UK to chime with its maximalist image and creative audience.

News

MIAMI: Rubin Postaer and Associates (RPA) won the 4A’s Partnership of the Year award for Imaginary Friend Society, a campaign for the Paediatric Brain Tumor Foundation, which aimed to educate and empower families that had been impacted by ...

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

Influencer marketing is beginning to move away from focusing on the reach that celebrities can offer to explore the use of micro-influencers – everyday people with fewer followers but greater levels of engagement.

Case Study

Sportswear manufacturer adidas launched a campaign to support disabled athletes in India.

Case Study

Age UK, the charity for older people, used an emotional video to increase awareness of the problem of loneliness among older people, and increase volunteering and donations.

Article

Twitter, the social-media platform, used conjoint analysis in order to establish the characteristics of the tweets that are most likely to be shared.

News

NEW YORK: Three-quarters (75%) of national advertisers in the US make use of influencer marketing and they are reported to be so pleased with the discipline that 43% of them expect to increase their spending on it over the next 12 months.

Article

Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Article

Global strategies, campaign updates and trends in the spirits category.

Article

Global strategies, campaign updates and trends in the hot drinks category.

Article

Global strategies, campaign updates and trends in the sauces, seasoning and condiments category.

Article

Global strategies, campaign updates and trends in the cosmetics and beauty aids category.

Article

Global strategies, campaign updates and trends in the energy drinks category.