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News

GLOBAL: Developing the communications strategy, defining its role in addressing the brand's problem, and transcribing it into a brief for the creative department, are key ways in which an agency adds value, two industry figures say.

Article

This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.

Article

This article argues that strategists, in spite of constantly talking about emotions, actually treat emotional communication rather crudely - only referencing one emotion, or only understanding them as a desired consumer response.

Opinion

This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, delivered impressive sales results in the UK through the use of a campaign film promoting its services against a girl's carefree dancing.

Case Study

This case study shows how Hemnet, a property search portal, used big data to create the perfect dream home for Swedish buyers and made it available for pre-sale thus cementing its market leadership.

Case Study

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Case Study

This case study shows how Burger King, a fast food chain, successfully increased sales by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.

Case Study

This case study explains how Sport England, a government body which promotes sport in England, inspired women to get active by making them feel more confident with a campaign that ran across TV, social media, outdoor and PR.

Article

This event report looks at how drinks brand Guinness reacted to a changed marketing environment, developing its global brand purpose and successfully tweaking creative when necessary.

Case Study

This case study shows how Ikea, a furniture brand, became more than an occasional furniture shop, and took up the role of the UK customer's ally in their daily routine.

Case Study

This case study describes how car-maker Ford used an eight-minute film, starring Mads Mikkelsen, to launch its Edge SUV across Europe.

Case Study

This case study explains how cooking brand Knorr attracted a new generation of cooks in the UK with a social media strategy that tapped into passion points rather than pushed products.

Research Paper

This paper shares learnings from PepsiCo India as the company makes fundamental changes to its Insights function in order to widen the team's sphere of impact within the wider business.

Article

This paper explores the key points for the running of a successful rich media campaign and provides examples of case studies that have succeeded in creating compelling rich media content.

Article

This article shows how big brands such as Toyota, Clorox and Wells Fargo have already employed the total market approach and explains why, and how, other brands should do the same.

Article

This article shows how Honda US employed a wide range of social media strategies to reach Millennials through timely and relevant videos, finding them where they predominantly go to research car purchases.

Case Study

This case study describes how US non-profit The Ad Council, tackled Type 2 diabetes with a research-driven campaign to focus the issue through an intimate relationship to the at-risk target audience.

Case Study

This case study details how Freedom Finance, a loan broker, repositioned its brand to increase loan applications in the UK.

Case Study

This case study details how Brunel University, a London-based university, refreshed its design framework to reverse a trend of declining student numbers.

Case Study

This case study describes how the British healthy chocolate brand, Seed and Bean was rescued by a rebrand that emphasised the brand's ethics, and tripled sales over two years.

Case Study

This case study describes how Monty Bojangles, a UK confectionery brand, redesigned the packaging for its seasonal gifting portfolio.

Case Study

This case study details how Raising the Roof, a homelessness charity, increased awareness by shocking local communities in Canada.

News

NEW YORK: Digital is not only capturing a greater portion of new marketing dollars and overtaking TV in many markets, it is also poised to bring about a step-change in the lives of everyone and marketers will need to respond accordingly, a new ...