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Case Study

The Road Safety Commission, a Western Australia government body, used social media videos to reduce the number of young drivers speeding.

Case Study

McDonald's, the fast food chain, used a supportive message during the Chinese exam season to increase sales.

Case Study

The Singapore Tourism Board, a government body, used humorous social media ads and nostalgia to increase awareness of the importance of travel insurance in Singapore.

Article

Well-known brands including McDonalds, Samsung and Oppo are using colour, logo and multichannel branding to boost their brand recognition and saliency with consumers.

Case Study

Fleggaard, a Danish border supermarket chain located in Germany, attracted a new audience with a mockumentary starring one of Denmark's most entertaining fictional characters.

Case Study

Condom brand Durex launched a celebrity-driven campaign to challenge cultural taboos in India.

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.

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.

Article

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

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

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

Provides an overview of the past, current and future of premiumisation, including an explanation of the second wave of premiumisation and long-term global income trends.

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 energy drinks category.

Article

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

Article

The way brands speak to young men is changing to incorporate a more realistic, more sensitive idea of what it is to be a man, at a time when suicide among young men is at an all-time high.

Article

Tweets are such an important part of online life that they have started to bleed into life offline; this article explores the arc of that process.

Research Paper

This article summarizes our work using a network-based approach to mapping the main constituencies discussing specific topics on Twitter.

Article

British companies must renew their focus on innovation if they do not want to stagnate in the long term.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.