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Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Opinion

Brands such as Coca-Cola and Exterion are taking advantage of better, faster, and cheaper advertising research tools.

Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Opinion

The Art Institute of Chicago’s campaign, Van Gough’s Bedroom: Let Yourself In, was successful through its consistency of message, says Martin Broad, with the idea laced through each media touchpoint in a way that gave the artwork life.

Opinion

There’s not just an ethical reason, but also a growing commercial imperative for brands to assume a people-first approach and stop using stereotypes in their advertising, says Sally McLaren, director at Sense.

News

LONDON: The Creative Effectiveness Lions have become one of the most closely watched categories at the Cannes Lions festival, attracting an ever greater number of entries and signposting trends to follow for advertisers wanting to have an impact on ...

Article

This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.

Article

This study by Val Morgan and Kantar Millward Brown offers insights into the impact of cinema advertising on audience reach, based on data from 60 Australian campaigns.

Opinion

It’s hard to believe it was only 20 years ago since the UK launched its fifth TV channel with a little help from the Spice Girls.

Opinion

Jerry Daykin, Head of Global Digital Media Partnerships at Diageo, is chair of the judging panel for this year's WARC Media Awards partnerships and sponsorships category.

News

LONDON: More than any previous year at Cannes, online video has proven to be a key channel for creative effectiveness, according to a WARC study of the 122 campaigns entered for the Creative Effectiveness Lions this year.

Article

This report highlights trends among the campaigns entered into the 2017 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches, metrics and regional variation.

Opinion

Music is a powerful tool for branding that rarely receives recognition. iris' Eve Carpenter looks at how brands like John Lewis and Domino’s Pizza have used music to grab attention, build association and cement an emotional connection.

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.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.

Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

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.

News

MENA: Campaigns for Coca-Cola, McDonald’s, Unilever’s OMO, and Pepsico are among the 20 papers shortlisted for the first WARC Prize for MENA Strategy, which rewards the most effective creative work from a fast changing region.

Case Study

This case study describes how Egyptian snack brand Chipsy softened the blow of a price rise using an on-pack promotion, TV, outdoor and social media.

Case Study

This case study shows how the Egyptian Autism Society (EAS), a non-profit organisation, changed parents' perceptions of their own autistic children, through an educational campaign across Egypt.

Case Study

This case study describes how the Baheya Women's Cancer Hospital in Egypt raised awareness and donations during Ramadan by posting its message on dessert boxes.

Case Study

This case study shows how Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Case Study

This case study shows how MasterCard, the financial services brand, installed an interactive wall display to collect donations across the UAE to be delivered to displaced families in the Middle East.

Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.