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Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Case Study

Cocks Not Glocks, a US non-profit student organization, changed the face of safety by creating an integrated campaign to draw awareness to recent "campus carry" legislation.

Opinion

The modern Christmas ad is deeply associated with John Lewis and its mega-successful formula of tear-jerking storytelling and thoughtful gifting.

News

LONDON: 77% of Brits see radio as a trusted source of national news, with additional strengths in local news, at a time of declining trust in news media and diminishing resources for local journalism.

Article

Hippeas, an organic chickpea brand, used big thinking to successfully penetrate the US and UK markets by creating a strong brand purpose, a clear vision and an emotional relationship with consumers.

Article

Discusses the rising popularity of facial recognition technology, which retailers have been investing in, partly as a means of tackling shoplifting, but also with the intention of improving the shopping experience.

Case Study

UK broadcaster Channel 4 covered and promoted the 2016 Rio Paralympics through an inspirational campaign.

Article

The advertising industry tends to be oriented towards younger people, both in terms of its practitioners and its output, despite the fact that an older 50+ generation has most of the UK’s spending power.

Case Study

Lynx, the deodorant brand, worked with CALM, the suicide charity, to increase awareness of suicide among men aged 20-45 in the UK, and encourage men to talk about their feelings and seek help.

Article

Illinois Council Against Handgun Violence (ICHV), a non-profit organisation, used a teddy bear to highlight the lack of government oversight on the gun industry in the US with a powerful, public awareness, PR campaign.

Case Study

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the 'PEDIGREE Child Replacement Program', which targeted the parents of children who have left home in New Zealand.

Case Study

Ministerio del Interior, a ministry responsible for policing and national security, created a video web banner campaign for women to tackle servile marriages and gender violence in Columbia.

Article

This Girl Can, Sport England's campaign to get women aged between 14 and 40 exercising in some way, successfully changed women's attitudes and behaviours around keeping fit.

Case Study

The Bill and Melinda Gates Foundation used a multimedia campaign to tackle the problem of open defecation in India.

Case Study

Paint brand Asian Paints used a multichannel approach to drive admissions to its Colour Academy and make painting a desirable and respectable profession in India.

Case Study

Retailer Big Bazaar spoke directly to Muslims in India during Ramzan, with a multimedia campaign aimed at earning brand loyalty and boosting sales.

Case Study

The Clinton Health Access Initiative used a multichannel strategy to launch a new diarrhoea treatment to mothers in the rural state of Uttar Pradesh, India.

Case Study

UN Women Pakistan used a sports-based multimedia strategy to launch an anti-domestic-violence campaign.

Case Study

PETA, the animal welfare charity, raised awareness of the leather trade in Thailand by using shock tactics that generated social and earned media coverage.

Case Study

Healthcare brand Fortis used a multichannel campaign featuring disabled war veterans to increase organ donations in India.

Case Study

Hindustan Times, the Indian newspaper, continued its mission to educate under-privileged children by focussing on building well-rounded personalities.

Case Study

The Akanksha Foundation, an educational charity for under-privileged children in India, recruited teachers with zero media budget over successive years.

Case Study

Communications services provider Maxis' digital retargeting campaign boosted awareness, participation and volunteer recruitment for its Kongsi home-building CSR initiative during Chinese New Year in Malaysia.

Case Study

Garuda Indonesia Airlines, a premium airline operating international and domestic flights in Indonesia, improved its ROI for social media, paid search and email marketing by improving targeting.

Case Study

Walls, the ice cream brand, grew sales in Pakistan during Eid with an emotional film published on social media.