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Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Case Study

Amazon, the online marketplace, used a programme to engage female entrepreneurs in India to increase the number of products handmade by Indian women available on its platforms.

Case Study

Non-profit organisation The Women’s Foundation created a fake plastic surgery clinic to spark social media buzz and challenge gender stereotypes in the workplace and the media in Hong Kong.

Case Study

P&G, the consumer goods giant, reframed its existing education CSR programme in India to appeal to consumers who considered social issues when choosing brands.

Case Study

Indian motorcycle manufacturer Bajaj ran a social awareness campaign focused on women's safety to strengthen association between freedom and liberation and its Avenger brand.

Case Study

Bahay Tuluyan used a graphic online film campaign to raise awareness of child abuse in the Philippines.

News

OVO Energy ads are unlike any others in the UK energy category, and its decision to confront the climate change-denying position of the US president has paid off according to the agency behind them.

Article

OVO energy is a new challenger brand that caused a stir from its Renewable is Unstoppable campaign; their agency, Uncommon, shares insights from an irreverent campaign.

Case Study

O2, a telecommunications services provider, reached people across the Czech Republic and Slovakia by showing them how lucky they are to have the freedom that they do, increasing the brand's attribute of fighting for freedom in the telco market.

Case Study

Coverage Coalition, a grassroots collective of creative and media thinkers, united to get the word out about the Affordable Care Act (ACA), a healthcare reform intending to offer low-cost options to Americans.

Case Study

The Women's Foundation, a foundation that promotes the full and equal participation of women and girls in Hong Kong society, tackled sexism in relation to women in the workplace by launching a fake pop-up plastic surgery firm.

Case Study

Reliance General Insurance, an Indian insurance company, addressed the issue of sexual violence against women during Holi celebrations which led to over 70 million impressions in just 3 days.

Case Study

Mozilla, a non-profit organization, was able to increase its market share of browser users by promoting the message behind its Firefox browser.

Case Study

Makkal Needhi Maiam, a political party in India, attracted members and addressed the growing unrest in India by launching a mobile app that allowed users to report problems in their area.

Opinion

There is more to media choices than audience vs brand safety. UM’s Lawrence Dodds asks whether ethical considerations should become fundamental.

Case Study

Go Gentle Australia, a right-to-die advocacy group, was able to emotionally engage Australians with its six-minute film.

Case Study

Brieana Rose, a privacy campaigner, turned a personal experience of having pictures of her genitalia distributed by a nurse without her consent into a campaign for protecting privacy rights in Australia.

Case Study

Ben & Jerry's, a manufacturer of ice cream, frozen yoghurt and sorbet, raised awareness of its support for marriage equality in Australia by banning the sale of two scoops of the same flavour ice cream across its stores.

Case Study

Beverage company Tata Tea ran a social activism campaign focused on gender sensitivity and sports education to increase exposure and engagement.

Gunn Report

Lebanese supermarket chain Bou Khalil used an integrated strategy to tackle the problem of gender inequality and to be seen as a driver of change and innovation.

Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Case Study

OYO, a hospitality company, campaigned against the high Goods & Services Tax rates and fought the corner for low budget hotels in India who could not fight back themselves.

Case Study

Emirates NBD, a young bank in Egypt, used a non-traditional campaign to launch the country's first fully-serviced youth banking product, and drive engagement and acquisitions.

Case Study

Sadia, a leading food brand, employed a social media strategy in the MENA region to convince women that they could cook less, waste less but feel just as generous during Ramadan.