Case Study
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Tahaab Rais, Aakriti Goel, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.
Article
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John Sills, WARC Best Practice, April 2018
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.
Research Paper
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Christopher Pich, Guja Armannsdottir and Louise Spry, International Journal of Market Research, Vol. 60, No. 2, 2018, pp. 198-213
Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.
Article
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Sam Peña-Taylor, Event Reports, Advertising Week Europe, March 2018
Football marketing has come a long way since Nike’s iconic 1998 World Cup ad featuring the Brazil team playing kickabout in an airport, not least because of social media which has shifted the focus to individual players.
Article
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Vincent Rousselet, Market Leader, Quarter 2, 2018, pp. 28-31
Examines the potential of artificial intelligence in business and of its impact on human society in the long term.
News
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02 March 2018
BERLIN: Both researchers and clients often dread the PowerPoint presentation that typically completes a project and manages to communicate few insights, but a novel approach for Jaguar Land Rover has the potential to be a game-changer.
Research Paper
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Sangkil Moon, JaeHwan Kwon, Sang-Uk Jung and Young Han Bae, International Journal of Market Research, Vol. 60, No. 1, 2018, pp. 104-117
Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.
Case Study
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Design Business Association, Silver, 2018
Waitrose, the UK supermarket chain, launched its new premium own brand label Waitrose 1 with a successful understated new design.
News
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21 February 2018
LONDON: Amid warnings of a ‘Mad Max’ economy post-Brexit, and gestures toward China from the UK’s Prime Minister, Theresa May, growing exports to China suggests that the UK will continue to pursue this trend – yet the story ...
Article
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Stephen Whiteside, Event Reports, Consumer Electronics Show, January 2018
DairyPure, the milk brand, is mapping out how best to reach millennial consumers at a time of changing tastes and habits.
Article
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Stephen Whiteside, Event Reports, Consumer Electronics Show, January 2018
Subway, the sandwich chain, believes that "distributed commerce" could represent a powerful approach to driving sales in the future.
Article
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WARC Exclusive, January 2018
Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.
Article
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Brian Carruthers, Event Reports, Qual360, February 2018
Jaguar Land Rover, the British car manufacturer, along with Northstar took the format of 'The Apprentice' to conduct market research and present it in an engaging way.
Article
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Reed Karaim, Event Reports, Advertising Week, September 2017
Domino’s, the pizza chain, has pursued digital innovation to such an extent it could now reasonably be described as a technology company.
Article
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Mary Connors, Event Reports, Digital Summit Chicago, October 2017
Kraft Heinz, the food group, has successfully tapped into the power of social media as a channel for customer care and engagement.
Article
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John Sills, Market Leader, Quarter 1, 2018, pp. 24-24
The functionality of customer experience has been overly prioritised and brands need to build emotion and feeling back into customer experiences.
Article
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J. Walter Thompson Intelligence, Research on WARC, December 2017
This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.
News
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13 December 2017
LONDON: For British consumers, the arrival of Christmas is signalled not so much by a spate of seasonal advertising as by the sight of festive foodstuffs in store.
Case Study
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Integrated Marketing Communications Council Europe, Silver, 2017
Dairygold, a supplier of premium cheeses and dairy nutritionals, launched its 'Make a Minute' campaign to encourage busy Irish consumers to take a minute to enjoy the simple things in life, like sitting down and having breakfast.
Article
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Chuck Kapelke, ANA Magazine, ANA Magazine, December 2017
Explains how digital out-of-home advertising (DOOH) is coming of age, and highlights how the opportunities are boundless for brands that are willing to invest and experiment.
Case Study
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Kristin Bell, Katherine Lawler, Natalie Bolden, Linzey Sarreal et al., WARC Media Awards, Bronze, Effective Channel Integration, 2017
Food company Hormel Gatherings promoted increased brand awareness and sales of their party trays in the USA through a campaign based on customer insight research.
Research Paper
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Alisson Ávila, Diogo Teixeira, Rafael Pelote and Tatiana Abreu Romão, ESOMAR, Global Qualitative, November 2017
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.
Article
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Euromonitor Strategy Briefings, September 2017
An overview of the 'Free From' food movement shows what products are popular in the category, provides global market insight and how key players are responding.
Case Study
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Leo Celles, WARC Prize for Asian Strategy, Entrant, 2017
Food brand Fiesta used a multichannel campaign to promote its P59 Spaghettipid pack to maintain its market-leading position in the pasta and sauce market in the Philippines.
Case Study
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Rasika Fernandes, Nisha Ganneri, Amarinder Butalia and Disha Dhami, WARC Prize for Asian Strategy, Entrant, 2017
Fast-food brand KFC used a multichannel approach to relaunch its Variety Bucket as the Friendship Bucket to appeal to millennials in India.
