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Opinion

The New Yorker ’s Ken Auletta put the advertising industry in his reportial crosshairs, and Bill Koenigsberg clearly was uncomfortable.

Opinion

OMO’s gold-winning campaign in last year’s WARC Media Awards offered a new take on integration. Tahaab Rais, Regional Head of Strategic Planning, FP7/MENA, explains how eBay, ambient, Periscope, a 23-hour Facebook Live ad and social media disrupted and engaged Arab parents in a quest to show them that dirt is good .

Article

With drivers seeing little to differentiate fuel retailers and being skeptical of loyalty schemes, Shell set out to make its Shell Drivers’ Club more relevant to members.

Article

Vodafone Italy used machine learning algorithms to interrogate the vast volumes of data generated by its 20 million customers in order to offer personalised propositions to them.

News

BIRMINGHAM: Every business makes mistakes occasionally but for an e-commerce company these can provide a unique opportunity to build customer relationships, the chairman of Brand Alley believes.

News

GLOBAL: Effective campaigns increasingly have PR baked into their channel strategies, according to a new WARC report which analyses the most effective campaigns from around the world.

Article

Johnson & Johnson, the healthcare giant, has built out a Content Lab that helps it tell stories in more compelling ways.

Article

McDonald’s, the global quick service restaurant chain, maximised media cost efficiency and managed consumer expectations of delivery time through tailored messages, mapping real-time restaurant data against paid search spends, via a live API.

Article

Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.

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: The link between outdoor media and mobile location data is being taken a step further by a US business using “wrapped” cars and geofencing to enable retargeting.

Opinion

If strategy, and advertising more broadly, is going to have a voice at the top table, it needs to speak in a language that the money men understand: demand.

News

SINGAPORE: Nine in ten potential bookings in the Asia-Pacific travel sector are abandoned before purchase, according to research which also demonstrates that retargeting with a degree of personalisation can successfully recover at least some of ...

Article

Retailers attempting to keep up with the changing habits of shoppers face a new challenge in the shape of Gen Z, the first truly mobile-first generation.

Opinion

In his new book, Be More Pirate, Sam Conniff Allende, co-founder of Livity, outlines a model for a radical new way of organising with wide-ranging implications.

Case Study

Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.

Case Study

E-commerce platform eBay used a social media campaign to achieve significant positive change in how it is perceived by US and UK youth.

Case Study

An ambitious social mission helped healing skincare brand Vaseline make Vaseline Jelly a powerful force for global good and catapult the brand back to relevance in the US.

Case Study

Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.

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.

Case Study

Tecate, the Mexican beer brand, used a campaign against domestic violence to increase sales in Mexico.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment, at the same time earning positive word of mouth and B2B goodwill.

Case Study

The University of Engineering and Tehcnology (UTEC), a private university in Peru, used an invention and PR to increase interest in its courses.

Case Study

Brewer Guinness used a campaign based on human stories to strengthen perception of the brand in Great Britain and Ireland.

Case Study

Bodyform, the feminine hygiene brand, used a TV ad and social media to break taboos and connect with women in the UK.