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Opinion

Just a few days remain to enter the 2018 WARC Media Awards, a global case study competition that rewards effective comms planning.

Article

PepsiCo, the food and beverage manufacturer, has developed a new tool that helps it understand the latest trends taking shape in its categories.

Article

Explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce'.

Article

Wrigley Extra, a gum brand owned by Mars, reversed a long-standing sales decline through compelling stories and enhanced creativity.

Article

Video advertising is increasingly prevalent, appearing in more and more places across the web and on social media.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

Deutsche Telekom, Channel 4, Suzuki, Disney, and Warner Brothers are among the brands that shared their learnings from the WARC Media Awards.

News

NEW DELHI: Faced with the threat of anti-profiteering action, FMCG companies in India have fallen in line with government insistence that the benefits of GST rate cuts are passed on to consumers.

Research Paper

Explains how context in ad placement has a tangible effect on how people react to advertising.

Case Study

Gum category leader Doublemint targeted the Malaysian youth with a campaign that encouraged them to give people with potential a chance to shine.

Case Study

Chewing gum brand Dentyne got involved in the conversation of the moment in Puerto Rico through the use of mobile technology such as Facebook Live video streaming.

Case Study

Chewing gum brand Trident Fruit Mix introduced a new gum flavour to consumers in Mexico with the help of mobile mini-games.

Case Study

Stimorol, a gum brand, launched the Mound and Mind Refreshment campaign targeting South African millennials aged 18-34 to promote the habit of chewing gum and increase sales.

Case Study

Happydent, the chewing gum brand, improved its reputation with young adults in India through a CSR initiative encouraging them to smile.

Case Study

Toyota, the car company, used a PR strategy to provoke a debate and get more people in Japan to test drive its new Prius car model.

Case Study

This case study looks at how Wrigley Pacific's brand 'Extra', partnered with The Bachelor and Woolworths, used an emotional strategy and real-time messaging to record growth in a declining market of gum buyers in Australia.

Case Study

This case study shows how Chiclets, a chewing gum brand, successfully rebranded its product by redesigning its package and introducing it to a younger Egyptian audience using Facebook's live streaming feature.

Case Study

This case study explains how Extra, the chewing gum brand owned by Wrigley's, used an emotional film to increase sales in the US.

Article

This article explains the 'dark side of data' including algorithm bubbles and hyper-targeting, alongside some case studies on how data can be used for 'good' to boost ad effectiveness.

Article

This article outlines how Mondelez is crafting its marketing strategy for Tier 3 and Tier 4 cities in China to grow established brands such as Oreo, and new chewing gum brand Stride.

Article

In this article, the author warns brands against overestimating the customer's desire for enhanced customer experience management.

Article

This article explores Mondelēz's embrace of change - in society, technology, demographics, and work - to inform its highly effective marketing, through an interview with CMO Dana Anderson.

Case Study

This case study describes how Extra gum, a sugar-free chewing gum brand in the USA, developed an emotional connection with its audience to recover its dropping sales.

Case Study

This case study describes how 5 Gum, a youth chewing gum brand in the USA, turned its packaging into a game of Truth or Dare to re-engage its core consumer.

Case Study

This case study shows how Alpenliebe Juzt Jelly, a candy brand, turned its declining Indian sales numbers around by refocusing its target audience from children to adults.