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News

LONDON: Most TV is still watched at scheduled times, and advertising is purchased accordingly, but more and more viewers are turning to Broadcaster Video on Demand (BVOD) and both media owners and advertisers need to understand the impact of this ...

Article

This article offers practical tips to boost discoverability via search in a variety of platforms including Google, Instagram and YouTube.

News

LONDON: Volvo, the auto marque, partnered with broadcaster Sky Atlantic to create content that increased consumer engagement, shifted brand metrics and grew purchase intent.

News

NEW YORK: In the same week that the partners in a global tobacco industry watchdog group were announced, studies have highlighted how smoking and media depictions of smoking continue to be common in countries as diverse as Indonesia and the UK.

Opinion

The BBC is in a difficult position, and to overcome its challenges it must take radical steps, argues the Beyond Collective’s Zaid Al-Zaidy.

News

SINGAPORE: Western brands needs to make sure they get the basics right to find success in China –including the bureaucratic elements – and to avoid common pitfalls, according to a China marketing expert.

Article

Scotiabank, the financial-services provider, combined its sponsorship and philanthropic efforts in Latin America in an effective way.

News

BARCELONA/GURGAON: La Liga, the top flight of Spanish football, has agreed a deal with Facebook to show all 380 league matches on the social network to viewers across south Asia with games available, at first, without ads as part of a strategy that ...

Opinion

Strategy is a lot bigger than advertising, or even communications, argues Zeus Jones’ Adrian Ho. Strategic skills are fundamental to almost every aspect of business and should be allowed to stand on their own.

Article

QVC, the shopping network, has enhanced its digital activities in various ways as it reflects changing habits and new opportunities for its brand.

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across the UK on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Opinion

Dynamic creativity, viewability, and the use of ad tech for brand building are topics at the forefront of the current conversation.

News

CANNES: Marketers in the beauty sector may need to rethink some of the fundamentals of their craft, right down to how they name products, if they are to succeed in the voice ecosystem, Antoine Borde, L'Oréal’s global e-commerce ...

Article

Hilton, the hotels group, has successfully established social-media guidelines and practices that can bring consistency across its many brands and properties.

Article

Bose, the audio equipment manufacturer, is using sponsorship in an increasingly nuanced and powerful fashion to build its brand.

Article

This article offers tips for brands starting out in the China market, including social media strategies, required business licenses and the “lifestyle upgrade” trend.

News

NEW YORK: Virtual voice assistants (VVAs) like Amazon Alexa and Google Home offer a range of opportunities for marketers, but new research has revealed that they also could pose a threat to brand loyalty.

Opinion

The ASA has had a positive flurry of activity on high fat, salt or sugar (HFSS) food ads, delivering rulings in no less than 4 cases on 8 August.

News

GLOBAL: Senior marketers from Diageo, Qatar Airways and Facebook are joining the judging panel for the Effective Use of Partnerships and Sponsorships category in the 2018 WARC Media Awards, announced today.

News

JERSEY CITY, NJ: Consumers often struggle to understand the data privacy conditions laid out by brands online, according to a study by the Advertising Research Foundation (ARF), the industry body.

Article

Visit California, a nonprofit tourism group, moved from brand communications to targeting consumer passion points in a bid to boost visitor numbers to the Golden State.

Article

Suprane, an inhalation product made by Baxter International, successfully connected with a target audience of medical professionals via mobile gaming.

News

LONDON: Mobile has already established itself as an important part of the marketing mix but a new WARC report indicates there is more to come as marketers embed formal mobile strategies and begin to exploit the possibilities of the Internet of ...

Article

Under Armour, the sporting-goods manufacturer, has made strategic use of Amazon, the e-commerce platform, as a sales driver.

Article

Lufthansa, the German airline, has turned over its Snapchat feed to members of its flight crews in a bid to drive engagement.