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Article

This report provides an overview of the current state and future directions of the global alcoholic drinks industry, identifying underlying trends in the most important, dynamic or flagging categories and regional markets.

Case Study

This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.

Article

This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.

Article

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.

Article

This paper explains how luxury brands need to adapt to an evolving market comprising digital opportunities, millennial shoppers, the concept of "affordable" luxury and the need for strong, personalised brand-consumer relationships.

Case Study

This case study details how Orangina, the Suntory-owned French juice drink, reversed a decline in sales in the UK by calling back to the brand's history, harnessing its vibrancy and restoring its premium status.

Case Study

This case study describes how Monty Bojangles, a UK confectionery brand, redesigned the packaging for its seasonal gifting portfolio.

Article

This event report explores how giving employees freedom, and brave leadership that embraces agility, have become the hallmark of truly innovative companies.

Article

This article takes a look at five ways in which brands can interact positively to build influence during the many micro-moments when consumers fleetingly use their phone in the course of a day.

Article

This article, taken from the Warc Toolkit 2017 report, looks at the growing number of brands that are exploring direct-to-consumer (DTC) opportunities with the help of apps, buy buttons and subscription services.

Case Study

This case study describes how M&S Food, a premium food retailer in the UK, launched a campaign to reposition itself, better target consumers and return to growth.

Case Study

This case study shows how Lidl, a supermarket brand, increased sales and beat its competition in the UK using a hidden-camera stunt that showed customers' reactions to its low prices.

Article

This Company Profile from Euromonitor provides key details and analysis of E & J Gallo Winery. Included is a strategic evaluation with key facts about the U.S.

Case Study

This case study describes a campaign from Magnum, Unilever's premium ice cream brand, which ran across Europe with a strategy that enhanced its historic connection to the idea of grown-up pleasure.

Article

This Company Profile from Euromonitor provides key details and analysis of Pernod Ricard, the owner of brands such as Jacob's Creek and Montana.

Article

This article proposes a shake up of the tropes used in marketing financial services.

Case Study

This case study demonstrates how a powerful brand positioning delivered long-term higher commercial value for Cuisine de France, a brand responsible for introducing fresh French bread and pastries to the Irish market in the 1990s.

Article

This event report outlines how Moët Hennessy, which manufactures a range of premium alcoholic drinks, is responding to changing beliefs and behaviours around luxury.

Article

This event report explores the position of print and digital media in influencing customers' car buying decisions, according to Auto-Trader, the used-car magazine.

Article

This paper explores the ways in which brands have evolved beyond creating connections, to inspire deeper levels of emotional support from their audience.

Article

This article explores the position of a brand as challenger - a state not necessarily conferred by not-market-leader status; traditions won't do so the rules must be re-written.

Article

This article describes how US luxury marketers must have an intimate understanding of whom they are targeting with their products and campaigns.

Article

This event report examines how Hilton Hotels, the global chain, are engaging with new technology to speed up and control the interactions that users have with platforms to build the brand.

Case Study

This case study describes how Magnum redefined the connection between its brand and pleasure in order to reengage consumers.

Research Paper

This article describes the potential within the near future of advertising and explores a new model — the "All Touch Value Creation Model" (ATVC) — capable of dealing with the obstacles facing the industry.