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News

NEW YORK: Understanding the extent of celebrity “worship” among a target audience can help marketers get the most of their partnerships with brand endorsers, according to a study in the Journal of Advertising Research (JAR).

Article

Research from the Cultural Marketing Council has shown the uniquely powerful connection between culture and content.

Article

Marketers that promote Broadway shows face particular challenges as they seek to attract consumers and drive ticket sales.

Article

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

News

NEW YORK: Netflix, the video streaming service, has built a reputation for creating award-winning original shows, such as House of Cards, but it has emerged that a full 80% of its viewing in the US actually comes from licensed TV and movie content.

Case Study

Prudential, the financial services company, used a video distributed through social media to raise awareness of the issue of unemployment among American veterans.

Case Study

India's leading water purifier brand, Aquaguard, used a low-budget, digitally-led campaign to encourage people to make a real difference to the lives of others.

News

GLOBAL: There is huge scope for innovation within integrated campaigns where each channel not only plays to its strengths but reinforces the roles of other channels, according to a WARC study.

Case Study

Car maker Audi challenged the stereotypes of 'cars being for men, not women' in Spain through a Christmas campaign centred on a 3D-animated short video.

Case Study

Snack brand Doritos launched an innovative 'mystery flavour' campaign in Brazil that helped it reconnect with millennials and recover its reputation as a bold brand.

News

LONDON: Despite recent controversies around programmatic – surfacing ads next to inappropriate content, for example – best-practice examples show how it can be used effectively, according to a new WARC report.

Article

Guinness, the Diageo stout brand, has embraced innovation at every level of its business, with lessons from its products and ad development.

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.

Case Study

Saregama, an Indian music company, launched a new radio product targeting the over 50s in order to increase revenue from its back catalogue of music.

Article

Procter & Gamble, the consumer-packaged goods manufacturer, is transforming the client-agency relationship to reflect the new demands facing its brands.

Article

Kleenex, the tissue brand manufactured by Kimberly-Clark, successfully built consumer engagement through a focus on caregiving and compassion.

Article

Global strategies, campaign updates and trends in the hot drinks category.

Article

Global strategies, campaign updates and trends in the cosmetics and beauty aids category.

Article

Global strategies, campaign updates and trends in the hair care category.

Article

Global strategies, campaign updates and trends in the insurance category.

Article

Global strategies, campaign updates and trends in the spirits category.

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Case Study

Farmers Insurance, an insurance company, stood out in a noisy category in the US by creating a video campaign that showed its target audience the crazy accidents it has handled.

News

NEW YORK: More than half (55%) of American households now subscribe to at least one video streaming service, collectively spending $2.1bn a month on services like Netflix, Amazon Prime and Hulu, a new survey has found.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.