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Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across APAC 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

Strategic planning has become devalued, says Leo Rayman. It needs to focus on what matters – not tech and data but big ideas and commercial growth.

Article

Mastercard, the payments company, has tackled various issues that face any brand seeking to adopt a more integrated approach across numerous markets.

Article

This article offers advice to marketers on the step to building a functional predictive data capacity.

Article

Paramount Home Media Distribution, a unit of Paramount Pictures, has been required to adapt as the contours of movie marketing change.

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.

Article

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

Article

The traditional approach to B2B communications needs to change as a younger demographic brings different attitudes to the workplace, as more people set up their own businesses and as digital technology alters how people interact.

Article

When Diversey, a provider of B2B cleaning products, lost its way after repeatedly changing hands, it turned to semiotics to reposition and rebrand itself.

Article

Turner Broadcasting Co., the media group, and Nielsen, the research firm, partnered to assess the effectiveness of six-second ads.

Data

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

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

Article

Global strategies, campaign updates and trends in the home improvement retail category.

Article

Publicis Media, the media agency network, is adapting to the changing demands of the marketing ecosystem.

Opinion

Following major moments of scrutiny on a brand, any reaction must have a broad reach and gravitas. Newsworks’ Liz Jaques explores how brands like KFC, Tesco, Oxfam, and – notably – Facebook have done this.

Article

National Australia Bank, a leading financial services provider, boosted downloads of its property reports by 51% by using neuroscientific testing to optimise its radio ads in key markets.

Opinion

For planners, spending time outside the bubble of adland is a necessity, argues Deutsch’s Rob Campbell in an essay for  WARC’s Future of Strategy report 2018 .

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.

Article

Starbucks, the coffee house chain, uses local events and partnerships to enhance its brand status in Seattle, where it is headquartered.

Article

Global strategies, campaign updates and trends in the cleaning products category.

Article

Rebecca Minkoff, the fashion brand, has successfully leveraged the power of digital media to build its brand.

Article

KFC, the quick-service restaurant chain, has greatly strengthened its brand in the past few years, and credits Wieden+Kennedy, its agency, for helping drive this process.

Article

Audi USA, the automaker, partnered with Reddit on “Think Faster”, a content series that entertained the service’s users in an authentic, platform-appropriate way.

News

SYDNEY: Marketers working on finance and banking brands have been shown to be out of step with the public perception of gender in finance, amid a wider lack of trust and representation from the sector’s marketing, a new study finds.