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Case Study

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Article

This article examines how brands should prepare for the end of TV as the pre-eminent brand-building medium, as TV viewing is disrupted by time-shifted and on-demand viewing.

Article

This paper explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.

Research Paper

This paper describes a research method used in Latin America involving automated telephone interviews combined with a semantic analysis of the output.

Article

This report examines global trends in digital marketing as digital is capturing a greater portion of new marketing dollars and overtaking TV in many markets.

Research Paper

This study explored how online and offline buyers of a specific product differ in their cross-channel use throughout the purchase process and how this differs across types of products.

Article

This exclusive report analyses the most effective social media campaigns, including an in-depth review of how social strategy drives effectiveness and practical suggestions for other brands to follow.

Case Study

This case study shows how McDonald's launched a zero-budget Facebook campaign aimed at Jordanian teens that used a strategic partnership with an acapella band - and reinforced the brand's positioning as loving, young and dynamic.

Case Study

This case study shows how Coors Light, a beer brand, quickly climbed the top 20 beer rankings in the UK by using a celebrity fronted campaign.

Case Study

This case study shows how Vaseline Men, a grooming brand, highlighted the product's healing capabilities with a digital campaign that focused on Thai men's worst fears.

Research Paper

This paper describes a research project in Australia by Mercer, the financial services organisation, to encourage existing customers with superannuation (pension) policies across multiple providers to consolidate their funds into a single plan managed by Mercer.

Case Study

This case study describes a campaign from beyondblue, an Australian non-profit working in mental illness, that leveraged its proprietary insight to 'blame the brain' to help young people understand that their illness is not who they truly are.

Article

This report explores excellence in connection strategy, channel analysis and measurement, by studying the entries to the 2015 Warc Prize for Connection Strategy.

Research Paper

This paper presents findings that show how innovative audience measurement techniques helped Venezuela's second largest TV channel, Televen, to successfully navigate a tense political situation, while maintaining audience engagement.

Research Paper

Flash sales refer to an emerging e-commerce practice in which a firm offers one or more products/service at a substantial discount within limited time.

Case Study

This case study describes how Boost created new terminology both to promote its brand within the health food drink (HFD) category, and to not cannibalise the market share of other GlaxoSmithKline Bangladesh HFD products.

Case Study

This case study describes how the Bangla newspaper Prothom Alo recognised that because people were so keen to teach their children English, the indigenous language of Bangla was in danger of losing its importance.

Article

This Warc Trends Report analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow.

Case Study

This case study explains how AH Beard, an Australian mattress manufacturer, overcame being in a low-interest category by creating a Six-Week Sleep Challenge in a social media campaign.

Article

This event report looks at some of the major challenges facing media planners, including the role of programmatic buying, the viewability of digital advertising and the ever-changing media habits of consumers.

Article

This report examines the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the Warc Prize for Asia Strategy 2014.

Article

This article explores how people make decisions about what to watch on TV, looking at device, platform, channel and programme.

Article

This article, by the IPA Value of Creativity Group, offers a perspective on how the measurement of marketing activities in demonstrating effectiveness will develop in a complex digital world.

Article

This article sets out the top 10 drivers of advertising profitability, based on in-market experience and data modelling.

Research Paper

Social media are becoming increasingly important for consumer decisions. This holds true in particular for vacation decision-making, as an example of a high-involvement decision.