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Article

Boost, a malted drink popular with children in India, successfully reached its target audience with long-form video content delivered via parents’ phones.

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

Research from the Cultural Marketing Council has shown the uniquely powerful connection between culture and content.

Article

University students offer a distinct grouping and one which brands have a unique opportunity to reach and build a relationship with.

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.

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.

Opinion

Australian agency AFFINITY has won the Best Use of Data Grand Prix for two consecutive years at the WARC Media Awards.

News

DUBAI: Consumers in the Middle East are becoming more cost-conscious and less loyal to brands, according to a new study that also identifies rapidly shifting purchase behaviours in the region.

Article

Procter & Gamble, the consumer goods giant, has been at the forefront of driving change in the digital-marketing space, and has further ambitions to pursue in this space.

Article

Brand Alley, the online retailer, approaches the issue of customer centricity from three different angles in order to deliver an effective experience to its members.

News

NEW DELHI: Coca-Cola is spending around three times as much as normal on the India Premier League this year as it takes on regional brands and pushes new variants of its leading products.

Opinion

Despite the rise of digital media, and therefore digital advertising, its complexity has led to a sense of paralysis and confusion for some marketers.

Article

Looks at the decision to 'go dark', scale back or eliminate the advertising budget, and both the short- and long-term implications this can have for brands.

Article

Discusses the issue of ad wearout, including the challenges for advertisers and tips on how to face them.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Case Study

Sausage company Johnsonville used a dynamic, creative campaign focused on weather-triggered media to encourage early-season consumption of its Fresh Bratwurst.

Case Study

The University of Sydney, the Australian education institution, used programmatic and personalisation to increase postgraduate applications.

Case Study

Age UK, the charity for older people, used an emotional video to increase awareness of the problem of loneliness among older people, and increase volunteering and donations.

Case Study

Grads of Life, an initiative run by the Ad Council in the US, worked with unemployed young people to create short videos that showcased their skills, changed perceptions, and helped them into work.

News

RIYADH: AMC Entertainment, the largest cinema chain in the US, has announced that it will be the first cinema company to open a commercial theatre in Saudi Arabia after the conservative kingdom recently lifted a 35-year ban.

Article

Coca-Cola, the soft-drinks manufacturer, has started experimenting with analytics driven by artificial intelligence, and has thus gained an insight into the benefits and obstacles presented by this approach.

Article

The way we buy cars is changing, says Auto Express, a UK car magazine, and brands and editorial are increasingly working together to help consumers through a confusing landscape.

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Opinion

With the number of overseas Chinese tourists predicted to rise exponentially by 2023, PSI’s James McEwan takes a closer look at the new Chinese travel market.