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Case Study

Vitamin supplements brand Blackmores grew sales and likeability by supporting the cause against food waste in Malaysia.

Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

Opinion

Every year a few strong trends dominate the marketing industry. This year was supposed to be about blockchain, artificial intelligence, machine learning and the rise of the consultancies, but one subject has emerged to overshadow the rest.

Research Paper

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.

Article

L'Oréal, the beauty company, has built out market insights and foresight capabilities as it seeks to prepare for an increasingly complex future.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Article

Provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2018.

Research Paper

A leading laptop brand captured consumer perceptions in India, Germany, China and the US through an online approach focusing on cultural insights.

Research Paper

Tata Group, an Indian corporation, created an adaptable framework that focuses on re-engineering the customer centricity code to reimagine its customer focus in India.

Article

How to overcome five critical challenges of activating brand purpose as exemplified by US brands.

Opinion

Planners are in danger of being caught up in the minutiae of campaigns when they should be looking at the big picture.

Case Study

Livpure, a water purifier brand, encouraged people in India to preserve water with a digital and social media campaign built on a colloquialism.

Case Study

Telco Globe Telecom used social media to publicise its social innovation programme, Globe Future Makers, in the Philippines.

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.

News

Brands representing 20% of the plastic packaging produced globally are among signatories to a new United Nations commitment to eradicate plastic waste and pollution.

Opinion

Sustainability is a point of focus for the world’s biggest advertiser. WARC's Geoffrey Precourt explores how P&G’s chief brand officer is working with the ANA and Cannes Lions to make it an industry priority, too.

Article

Diageo, an alcoholic beverages company, used a combination of research, cultural insight, and learning science to identify how to portray gender in communications more progressively across all of its brands globally.

Article

Levi Strauss & Co., a clothing company, quietly announces its measures to address gun safety in the US.

Case Study

Backus, a brewery, organised an event with digital influencers from South America, helping to improve brand/influencer relationships and spurring future projects.

Case Study

Ananse, a fragrance technology company, invented a way for a book to repel disease-transmitting mosquitoes to limit the spread of potentially life-threatening diseases among children.

Case Study

Domino's, a pizza restaurant chain, created an online platform to promote responsible driving in the Dominican Republic.

News

Ford, the automaker, has named BBDO as its new global brand creative agency following a review, and has also revealed plans to expand its in-house marketing capabilities.

Article

Suggests a practical approach to brand architecture, which can be a valuable tool to help grow a brand and business, and has benefits for both the company and consumer.

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.