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Opinion

Jerry Daykin, Head of Global Digital Media Partnerships at Diageo, chaired the judging panel for this year's WARC Media Awards partnerships and sponsorships category.

Article

This event report details how adidas, the sports and lifestyle brand, is ensuring it remains fresh and relevant to consumers.

Article

This event report looks at the use of storytelling to drive all aspects of one online wine retailer's unique business model.

Article

This article summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.

News

SEATTLE: Amazon, in an effort to keep up with rivals, is considering allowing third-party skills developers to access transcripts from Alexa-powered devices, according to reporting by The Information.

Article

This event report looks at how Danone, the dairy products company, departed from the category norm with its communications around the launch of a new yogurt brand in the UK.

News

CANNES/HANGZHOU: Alibaba, the Chinese e-commerce giant, wants to develop collaborative relationships with Western advertisers and believes its "Uni Marketing" framework provides the means to achieve this goal, the company's CMO has said.

Case Study

This case study shows how Headspace, a meditation app, successfully launched an app that helped children understand the power of emotional bullying when texting, in Australia.

Case Study

This case study explains how Tecate, a beer brand owned by Heineken, targeted young men through its sponsorship of boxing and TV and digital ads in Mexico.

Article

This event report looks at the evolution of the BBC’s digital engagement with children via its apps.

Article

This event report outlines how pharma marketers are adapting their strategies to engage millennial consumers.

Article

This event report outlines how Microsoft, the technology giant, is using consumer feedback to enhance its products.

Case Study

This case study explores how Mastercard, the financial services corporation, launched a campaign in the US to connect with Google's young base of Android Pay users.

Research Paper

This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness.

Case Study

This case study shows how Headspace, an Australian youth mental health foundation, successfully tackled cyber bullying by putting in place a social media rewording tool.

Article

This article examines ten drivers of successful customer-centric and insight-led organisations, with advice on how to optimise an insights strategy, and how to develop both organisational and individual insights capabilities.

Article

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.

Article

This event report outlines how Unilever, the FMCG manufacturer, is driving progress by partnering with startups.

Article

This paper explains the concept of New Product Development (NPD) - the process of bringing a new product to market - and how to ensure its success.

Research Paper

This paper describes consumer and shopper research that led to a successful portfolio reconfiguration of PepsiCo's salty-snack multipacks in Colombia.

Article

This article examines the burgeoning demand for personalised automotive driving experiences which requires manfacturers to embrace Big Data to identify individual customers and their driving preferences.

Research Paper

This paper explores how Etihad Airways, a UAE airline, looked at digital adoption in the Middle East and how it will change understandings of consumers.

Case Study

This case study describes how the app Spott was launched in Belgium, offering retail inspiration for viewers and increasing the relevance and attractiveness of content.

Case Study

This case study describes how cider brand Orchard Thieves Cider used a multichannel approach to appeal to Millennials to launch into the market in Ireland.

Research Paper

Against the theme of this year’s conference, 'Are we there yet? Where technological innovation is leading research', this paper provides evidence-based observations on where technology has led research in the recent past, and where it appears to be leading now.