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News

Consumers expect brands to be sustainable and are willing to pay more to support those that are, according to a new report from J.

Data

This report summarises the latest research from WARC's Data platform, with a focus on sponsorship. Key findings include:

Article

P&G is profiting from putting diversity, inclusion and sustainable development at the heart of its brand purpose.

News

As the nature of TV advertising continues to evolve, marketers no longer have the tools to accurately determine what messages connect with consumers, according to a paper in the Journal of Advertising Research (JAR).

News

Brands interested in the sponsorship opportunities offered by major sporting tournaments will want to take note of a new study that has found the number of people interested in the Ryder Cup has surged over the last four years.

News

Emotional messaging and reward schemes are all very well, but in the current UK environment, functional factors are what best drive brand loyalty and choice, according to new research, which also notes how Amazon is benefiting from these trends.

Article

A white paper from I-COM details how an overreliance on last-touch attribution results in ‘cookie bombing’ and the misallocation of marketing budgets.

News

In India, three quarters of people use mobile for discovery – and with mobile uptake soaring, the device is set to drive the future of omnichannel retailing in the country, according to a senior executive at Facebook.

Article

The DMA unveiled the findings from the third year of its research on UK consumers’ loyalty to brands.

News

A campaign in Hong Kong for Knorr is making use of dynamic ad insertion technology on local OTT channel myTV SUPER that allows the Unilever-owned food ingredients brand to appear in popular video at scale without disrupting the viewing experience.

News

Viewers of international TV channels are more diverse than advertisers have previously assumed, according to new research which debunks the notion that only high-income consumers are watching.

Opinion

The advertising industry is excited by the possibilities of video, but these extend far beyond social and online channels.

Article

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.

News

NEW YORK: Dr Pepper, the soft drink, has been able to tap into residual brand equity in the eSports space, a marketing channel it has re-entered after an extended gap in its sponsorship efforts.

Article

Subaru, the automaker, is taking a balanced approach between storytelling and data as it finds the marketing sweet spot for its brand.

News

Consumers have learned to tune out most digital display advertising but new UK research suggests that the use of high-impact formats can also boost the performance of standard formats.

Article

76% of people use mobile for discovery in India, and with mobile uptake soaring, the device is set to drive the future of omnichannel retailing in India.

News

The Sun has the greatest reach of any UK newsbrand but it is also the one least trusted by its readers, according to new research from the Published Audience Measurement Company (Pamco).

News

Contrary to reports of a “consumption downgrade” in China, innovation is driving sales growth in consumer categories, including FMCG, according to local observers.

News

OXFORD: Facebook is showing signs of a “mid-life crisis” as social media users aged 20 to 45 increasingly turn to messaging apps to share and discuss news with their real friends, according to an in-depth study.

Article

National Public Radio (NPR), the media organization, has enjoyed success in the podcasting space by extending and adapting its expertise from traditional radio broadcasting.

News

SHANGHAI: Multinational brands are losing the loyalty of Chinese consumers as shoppers turn to local competitors, according to new research revealing the country’s top 50 brands.

Article

Success on Amazon, a near-dominant force in retail with designs on advertising budgets, requires understanding what principles underpin the site.

Article

Aflac, the insurance provider, has successfully boosted various core metrics through more tightly connecting its business and corporate social responsibility (CSR) efforts.

Article

Johnson & Johnson, the global FMCG company, has reinvented its marketing to focus on customer-centricity, brand experiences and content.