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News

LONDON: Radio may be an audio medium but Global is successfully using video to increase both reach and revenue opportunities.

Article

This article explores Heineken UK's recent purpose-driven promotion, Worlds Apart, which expanded on the brand's 'Open Your World' tagline through a campaign that emphasised settling differences over a beer.

News

CANNES: Operating as a “brand in beta” has yielded major benefits in terms of relevance, consumer engagement and driving sales for adidas, the sporting and lifestyle goods manufacturer.

Article

This event report details how adidas, the sports and lifestyle brand, is ensuring it remains fresh and relevant to consumers.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Article

This event report explores how audio is changing the way brands must present themselves; voice-activated assistants and searches are growing and users are moving away from screens to use the internet and, ultimately, to make purchase decisions.

Article

This webinar replays WARC's session: "Lessons from the world's best campaigns" at the Cannes Lions festival this year.

Article

This article explains the reasons for digital consultancies' increasing inroads and how they compare to traditional ad agencies in creative and digital.

News

CANNES: For the agency team behind Ariel’s WARC 100 topping Share the Load campaign, a point of view remains central to communications, as the strategy depended on spurring people to act.

Article

This event report identifies key learnings from Ariel, the P&G-owned detergent, Share the Load campaign, with the creative and strategic team that put the work together.

Opinion

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

News

SAN FRANCISCO: After spending years trying to build up its user base, Twitter is seeking to position itself as the social media network with a social purpose.

News

NEW DELHI: At the same time as Vivo, the Chinese phone manufacturer, has spent heavily to retain its sponsorship of the Indian Premier League, global sportswear brand adidas is championing lesser known sports such as figure skating.

Case Study

This case study explains how S7 Airlines, the Russian airline, used a video published on social media to increase international awareness of its brand and grow ticket sales.

Opinion

Malcolm White wonders if marketing's love affair with crowdsourcing is creating a fake news problem for commercial creativity.

Article

This article argues that proximity to clients, an external perspective and an enthusiastic, skilled team are key to a strong in-house agency which remains an important and growing part of the industry mix.

Research Paper

This paper presents an approach that quantitatively measures conscious and unconscious gender bias across brand touchpoints as determined by the consumer in Australia.

News

NEW YORK: A bot that builds bots for small businesses has been created by R/GA and Reply.ai in an effort to democratize the technology.

Opinion

When Alex Bogusky was creative director of the agency that bears his name, he insisted on being read the press release before seeing the creative work.

Opinion

I make no apology for this title because I'm talking about the only part of the UK market, which is actually growing.

Research Paper

Agency creativity is a product of team efforts whereby members interact to share knowledge, skills, and expertise to produce creative campaigns.

Article

This article explains the rise of cultural diversity in Australian advertising campaigns, including LGBT and multicultural themes, and how agencies are working to boost diversity within their own ranks.

Article

This article covers how marketers can navigate Singapore's new influencer marketing transparency guidelines.

News

NEW DELHI: A number of regional brands in India, in categories from food to personal care, have aspirations to become national brands, but they face a number of challenges in making that leap, not least how much to invest in marketing.

Article

This article, taken from the Warc Toolkit 2017 report, looks at the marketing opportunities offered by artificial intelligence (AI) including insight generation, chatbots, digital personal assistants and optimisation of media buying.