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Article

This article provides guidance and reading on what is possibly the oldest and most recognisable advertising medium, how it is adapting to the digital present and taking on the complexities and varieties of a continuously relevant medium.

Article

Provides guidance and reading on a now common aspect of brand building – partnerships – in which two or more brands collaborate for mutual benefit.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Research Paper

This article looks at how companies can rebuild trust with consumers over the use of their data with the advent of increasing regulation, such as GDPR.

Opinion

Burger King stays relevant by tapping what people are talking about and adapting technology to meet consumer needs, says Fernando Machado, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.

Article

Outlines the six ways to effectively blend brand purpose and data ethics.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Article

Provides marketers with information and guidance about the most effective approaches to using music in advertising.

Case Study

John Lewis, the retailer, partnered with broadcaster Sky to make its Christmas ad available on-demand in the UK.

Case Study

Gaming company EA used influential car-modification content creators to create a digital campaign to launch its Need for Speed Payback driving game in Australia.

News

Asian millennials are shaping markets and expanding their cultural influence across national and continental borders – an example of the digital youth theme that is one of Admap’s Drivers of Change in 2019.

Case Study

Warner Bros. Entertainment, an entertainment company, used Facebook to reach Brazilian fans of the Tomb Raider game.

Case Study

Warner Bros, an entertainment company, launched an adwords campaign that created Easter egg hunts on Facebook to promote the film adaptation of the book Ready Player One in Brazil.

Research Paper

Twitter, a social network brand, partnered with IPG Mediabrands, a media brand, to launch a research project that shows how Twitter has an effect on the way we communicate.

Article

Phillips 66, the energy company, tasked agency Carmichael Lynch with promoting three different brands using one common strategy.

Case Study

Mastercard, a multinational financial services corporation, increased market share in Columbia by launching targeted promotional deals when mobile users were near restaurants to combat the usual promotional Tuesday offerings from competitors.

Article

Google’s BrandUnit, a unit of the tech company that helps brands and agencies, has studied thousands of YouTube ads via machine learning.

Article

Summarises Admap's December issue by looking at five consumer trends that will affect marketers in the year ahead, exploring both the opportunities and challenges these present.

Article

Explores some of the manifestations of Asian millennials' influence and what they could mean for marketers in 2019.

Data

This report summarises the latest research from WARC's Data platform, with a focus on digital out of home (DOOH) advertising. Key findings include: 

Article

India kids love smartphones and a very tech savvy, but brands must be careful around how they target children to ensure their safety.

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 2018.

Article

This report examines current and future trends in the global video industry, including a decline in linear TV ratings (especially among younger audiences) and increasing data application to linear television.

Case Study

Harley-Davidson, the motorbike brand, used a documentary series to connect with young people in Canada and increase sales.

Case Study

The Diamond Concierge, an Australian online diamond retailer, launched an integrated campaign to raise awareness and demystify the purchase of diamonds among a non-expert, male audience.