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Article

This event report addresses how Tyson Foods is using new technologies to spur innovation, control costs and speed the activation of insights.

Article

This event report provides some headline findings from analysis conducted by Nielsen, the research firm, into the opportunities the Hispanic-American market presents for pharma brands.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Article

This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.

Case Study

This case study describes how Egyptian snack brand Chipsy softened the blow of a price rise using an on-pack promotion, TV, outdoor and social media.

Case Study

This case study describes how the Baheya Women's Cancer Hospital in Egypt raised awareness and donations during Ramadan by posting its message on dessert boxes.

Case Study

This case study shows how Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Case Study

This case study shows how MasterCard, the financial services brand, installed an interactive wall display to collect donations across the UAE to be delivered to displaced families in the Middle East.

Case Study

This case study describes how chocolate brand, Cadbury's Mandolin, used social media to launch a two-bar variant to young people in Egypt.

Case Study

This case study describes how milk brand Beyti used an artistic platform to achieve standout and target mothers in Egypt.

Case Study

This case study describes how global bank HSBC used a multichannel campaign to drive customers acquisitions after New Year in the United Arab Emirates.

Case Study

This case study describes how Mondelez used an Instagram-focused campaign to launch its Cadbury Dairy Milk Oreo variant to the youth market in Egypt.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used a multichannel spoiler campaign to redirect attention away from rival Orange to its own offer.

Case Study

This case study shows how McDonald's, the fast food brand, increased brand affinity and sales in the UAE by removing food from its adverts as a sign of respect for the region's Ramadan celebrations.

Case Study

This case study describes how soft-drink brand Pepsi used digital and traditional media to connect with Egyptian youth and regain its association with music.

Article

This article provides marketers with information and guidance about using humour to create buzz, emotional engagement and virality.

Article

This article provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.

Article

This article shows the clear evidence that copycat brands are disrupting consumers' search and decision-making process, which is bad news for both original brands and shoppers, who find themselves manipulated.

Article

This article provides marketers with information and guidance about the effective positioning of TV ads.

Research Paper

This article shows that advertisers must understand the emotional needs of their consumers in real-life moments when brands become relevant, so they can cut through the clutter at times when consumers are most receptive to their messages.

News

GURGAON: Bata, the shoe brand, believes that the customer experience is central to its future success and is investing accordingly in both offline and online channels.

Opinion

This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners.