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Article

Domestos, the Unilever-owned household cleaning brand, developed a new design strategy for its toilet blocks, a typically low-engagement category.

Article

Argues that the 90s were not a golden age but marketing is about to enter one, thanks to changes in data gathering and technology.

Opinion

The term ‘strategic’ is overused and often misused, says Tim Williams. Marketing professionals should think more carefully about using the word, as calling people ‘strategic’ can make everyone else with a non-strategy role feel unnecessarily undervalued.

Opinion

The research industry will in future be dominated by a very few platforms able to leverage scale in the same way that Amazon and Uber do in their industries, according to Stephen Phillips of ZappiStore.

Research Paper

This study focuses on individual choices made about what ideas to show clients in the absence of copy testing; it examines the decision-making heuristics employed by a global advertising agency.

Article

Amazon, the ecommerce giant, seeks to drive authenticity by ensuring that the customer perspective feeds directly through to its advertising and marketing.

News

BEST OF 2017: WARC’s Best Practice portfolio has grown significantly in the past year to include a wide range of topics, although the most-read paper was about a particular demographic which remains vital to marketers.

Article

Mental health is important to everyone in society, but it is good for marketers and marketing if commercial organisations get involved.

Article

Microsoft, the technology company, takes a nuanced approach to how it develops advertising creative in a bid to make the greatest possible impact on consumers.

Case Study

Mercedes-Benz, a car brand, created one campaign to showcase five cars (The A-Class, B-Class, GLA, CLA and CLA Shooting Brake) by producing a film that successfully encompassed all of the cars into the storyline.

Case Study

This case study looks at how Knorr, a food brand, remade an old brand for a new generation in France and the UK by combining flavor preferences with dating.

Case Study

Project Literacy, a literacy CSR programme, created a powerful campaign that increased awareness and engagement in the UK towards ending illiteracy.

Case Study

John Lewis, a UK retailer, successfully launched several Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.

Case Study

KFC, a fast food brand, used long-form video to win back 16-24 year olds globally with its YouTube video series 'Around the world in 99 gigs'.

Case Study

Pot Noodle, an instant noodles brand, successfully increased sales by cleverly switching its brand positioning among UK consumers.

Case Study

Jolly Rancher, a US candy brand, overturned a 4 year sales decline by rebranding its product and heavily relying on social listening and targeted content.

News

LONDON: There are various types of strategy, with a plethora of prefixes – business, marketing, brand, advertising – to further muddy the waters, but, says an industry expert, you will generally have one brand strategy and you can have ...

Article

This paper advises on how to develop a communications strategy and outlines the skills that need to be employed in strategic thinking for anyone in an account planning role.

Case Study

Halebop, a Swedish telecommunications brand under the parent company Telia, created 'The Great Gig Hunt', an interactive Easter egg hunt for gigabytes, to encourage customers to buy more data.

Article

This article argues that the most crucial communication link between marketing and consumers is when the latter are allowed to become active participants in the marketing.

Case Study

This case study explains how Johnnie Walker, an American scotch whiskey brand, identified the US Presidential Election as a moment in time when the brand could begin to speak out, even though it might be unpopular with some potential customers.

Case Study

This case study explains how retailer ALDI Australia's Christmas campaign, 'ALDI's perfect Aussie Christmas', gave Australians a renewed pride in their own unique version of Christmas by introducing a rival family of American Christmas-evangelists.

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.