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Research Paper

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.

Research Paper

Sonae Sierra, an international retail estate company, conducted research to gain insights into shoppers' eating habits and environments in order to improve its food courts.

Opinion

Praise, prestige, recognition and reward are within your grasp… that is if you can prove the value of your expertise.

Case Study

Marks & Spencer, a British retailer, used feminism to advertise to women in the UK with its 'Mrs Claus' ad, which successfully turned around year-on-year sales declines.

Case Study

KFC, a fast food brand, used long-form video to win back 16-24 year olds globally with its YouTube video series 'Around the world in 99 gigs'.

Research Paper

This paper describes a cluster analysis, using the K-means method, conducted on a quota sample of 1,260 Chinese consumers of imported wine interviewed via an online questionnaire.

Article

Major brands are increasingly looking to start-ups for ideas, personnel and ways of working that can help them stay relevant in a fast-changing digital environment.

Article

This Company Profile from Euromonitor provides key details and analysis of E&J Gallo Winery Inc, the world’s largest vintner, accounting for 3% of global volumes in 2016.

Research Paper

This paper describes a US research project investigating the role of emotion in digital advertising, specifically to test whether interactive formats ('high-impact ads') deliver more long-term profit-driving effects than standard banner ads.

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

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.

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.

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 E & J Gallo Winery. Included is a strategic evaluation with key facts about the U.S.

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.