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Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2018.

Opinion

Emotional advertising is in vogue right now. But how much do we need to do and how much is too much? WARC was at Brainy Bar 7 to hear.

Case Study

Maybelline New York, the makeup and cosmetics brand, used a famous singer to connect with its young female audience and boost brand image and sales in Ukraine.

Case Study

Harley-Davidson, the motorbike brand, used a documentary series to connect with young people in Canada and increase sales.

Case Study

P&G shampoo brand Head & Shoulders used a multi-channel campaign led by footballer brand ambassador Robert Lewandowski and his wife to appeal to female customers in Poland.

Case Study

Lincoln's Beard Brewing, an independent brewing company, increased revenues and made itself known in the Miami craft beer market through humorous creative celebrating its employees.

Case Study

DIRECTV, a subscription-only TV broadcaster, used radio, TV and OOH ads to increase subscriptions in lower-income areas of Peru.

Case Study

With an inspirational digital campaign in Indonesia, Axe, the Unilever deodorant brand, launched a repositioning drive to change its brand image from one that helps men get the girl, to one that helps men find their own magic.

Case Study

Pond's, the leading facial skin care brand, increased market share in Indonesia by launching a campaign that educated Indonesian women about the hidden dangers of pollution during their daily train commute.

Case Study

Gillette deodorant used a multimedia approach, biblical texts and a battle of synagogues to appeal to the Orthodox Jewish community in Israel.

Case Study

Haircare brand Dove Hair reignited brand love in the Philippines through a campaign using programmatic and social media.

Case Study

easyJet, the British low-cost carrier airliner, focused on brand building through data and tech in the UK.

Case Study

Maybelline New York, the makeup and cosmetics brand, maximised the use of its new endorser, William Chan, to drive sales of its new Color Sensational lipstick range in China.

Case Study

Anchor, a New Zealand dairy brand, developed a positioning and a campaign for Protein+, a first-to-market dairy protein offering.

Case Study

Heinz Baked Beanz in Australia executed a multi-channel integrated communications strategy to promote the new sizes of its traditional cans.

Case Study

Sports broadcaster Eurosport used targeted digital and social ads to increase subscribers across Europe during the 2018 Winter Olympics.

Case Study

Hair care brand Pantene in Israel decided to revitalise its Beautiful Lengths campaign, a global charity drive that enables people to donate hair for women who have lost their own due to cancer treatment.

Case Study

Sensodyne, the GlaxoSmithKline toothpaste brand, launched a campaign via rich media and mobile to raise awareness on the problem of sensitive teeth in Indonesia.

Case Study

Pepsi, the soft drink brand, grew sales and increased market share in Vietnam by using insightful marketing techniques during the Vietnamese festival of Tết.

Article

India’s marketers are looking toward influencer marketing, but with the scene still being somewhat of a ‘Wild West’, how can they succeed?.

Article

Mark Evans, marketing director at Direct Line Group, shares what marketing effectiveness means atthe insurance group.

Case Study

Nippon Pylox, a Malaysian spray paint brand, increased sales despite a limited marketing budget by understanding its target audience.

Case Study

Nicorette, the market leader in the smoking cessation product category in Malaysia, produced the Nicorette Quit Buddy, which not only helped smokers kick the habit but also turned around declining sales.

Case Study

Fiat Chrysler Automobiles (FCA), the multinational automobile maker, improved reach and sales by streamlining its marketing efforts to find its core US audiences and tailor creative to those specific groups.

Case Study

Quick-service restaurant brand KFC used data-driven insights to activate a tailor-made marketing strategy for each market across the MENA region in a bid to increase sales.