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News

SINGAPORE: A total of 30 papers covering a broad range of markets, categories and brands have been shortlisted for the 2018 WARC Prize for Asian Strategy.

Case Study

Korean dairy brand Seoul Dairy used local TV, cinema and social media to grow sales of its Grill Grill Cheese product in South Korea.

Article

General Mills, the food manufacturer, is using digital data as it aims to build deeper relationships with its customers.

Case Study

Aldi, a value supermarket, was able to increase quality perceptions during its Christmas campaign by tapping into the needs of Australian households.

Article

Cheetos, a cheese-flavored snack owned by Frito-Lay, has driven consumer attention and engagement by turning to its online fans for inspiration.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

Analysis of Kantar Millward Brown's data indicates that brands can "go dark" – i.e. stop or suspend TV advertising – for six months or so with little deleterious effect.

Article

Marketers know that brand loyalty is partly based upon passing brand equity from generation to generation and often leverage that heritage with customers.

Case Study

Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.

Article

A category analysis of better for you (BFY) packaged food in the US, which includes company profiles, an overview of health and wellness in the US, key trends and category forecasts.

Case Study

Klarna, an online payment company, increased consumer awareness and emotional attributes in Sweden by launching a campaign featuring strange 3D film creations.

Case Study

Frito-Lay, a snack food manufacturer and marketer, increased its share of the cheese-puff market in the US with its brand Cheetos by launching a Cheetos art exhibit.

Case Study

Kraft Heinz, a food processing company, increased sales and successfully launched its new recipe Blue Box Mac and Cheese in the US by creating the biggest blind taste test in history.

Case Study

KFC, the fast food brand, created a humorous fake 'clean eating' campaign to successfully launch its newest product in the UK.

Opinion

In 2017, WARC launched the Brand Purpose category in the WARC Awards. The 2018 winners have just been announced.

Case Study

East Village E20, a property development in East London, launched a wine and cheese festival to drive footfall to the property and find new tenants.

Case Study

ABN AMRO, a Dutch bank, launched Kaan's Stream Store, a campaign to position itself as an innovative sector bank.

Case Study

ADT, an alarm system brand, launched a campaign in the UK to increase brand recognition and preference.

Article

Reveals the results of long-term research that used behavioural science and sales messages to create sales triggers, testing them across the product categories of chocolate, tea and cheese, in three digital environments.

Article

Explains how to overcome the modern and traditional disconnect by building an effective brand solar system, with all executions orbiting a sharply defined brand promise.

Case Study

National Dairy Council, a community that promotes the health and industry benefits of dairy, launched the Undeniably Dairy campaign in the US to improve consumers' perceptions of dairy.

Case Study

Oscar Mayer, an American meat and cold cut production company, promoted its new hot dog recipe by giving them out at unprecedented locations.

News

LONDON: Sky, the entertainment and communications company, was the biggest advertiser on traditional media (i.e., excluding internet advertising) in the UK in 2017, spending £197.1m over the year according to new data from Nielsen.

Case Study

Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.

Article

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.