Article
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Joseph Clift, Event Reports, Lessons from Cannes, August 2017
This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.
Case Study
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Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2017
This case study shows how Coca-Cola, the carbonated drinks company, increased brand equity by developing a community action platform for the Middle Eastern youth.
Article
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WARC Best Practice, July 2017
This article provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.
News
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25 July 2017
NEW YORK: Half of US millennials welcome CEO activism – as long as they agree with the opinions being expressed – and say this positively affects their purchase decisions, a new report says.
Article
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Brian Carruthers, Event Reports, MMA London Forum, June 2017
This event report looks at research into the mobile behaviours of Gen Z in the UK, a group termed 'mobile prodigies'.
Article
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Euromonitor Profiles, July 2017
This Company Profile from Euromonitor provides key details and analysis of Amway, the owner of brands such as Nutrilite.
Article
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WARC Best Practice, July 2017
This article provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.
Article
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Vanella Jackson, Market Leader, Quarter 3, 2017, pp. 34-37
This article explores the necessity for brands to have conviction as consumers demand honesty, integrity and empathy from them.
Case Study
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Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2017
This case study shows how DB Export, a beer brand, increased sales by asking New Zealanders to drink more beer as a way to help produce biofuel and save the environment.
Case Study
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Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2017
This case study shows how ANZ, a financial services brand, used its long-running sponsorship of Australia's LGBTI Mardi Gras event to increase brand equity and account openings.
Case Study
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Cannes Creative Lions, Silver, Creative Longer-Term Effectiveness, Creative Effectiveness Lions, 2017
This case study explains how John Lewis, the British department store, used social media and content to make an emotional TV ad famous and increase sales during the Christmas period.
Case Study
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Andria Wu, Warc Awards, Entrant, Best Use of Brand Purpose, 2017
This case study shows how Macy's, the department store brand, restored America's belief in Santa Claus by crowding Internet search engines with stories confirming his existence.
Case Study
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Tahaab Rais, Warc Awards, Shortlisted, Best Use of Brand Purpose, 2017
This case study shows how Coca-Cola, the carbonated drinks company, developed a community action platform for youth in the Middle East thus increasing its brand equity.
Case Study
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Marketing Society UK, Excellence Awards, Winner, Finance director's prize, 2017
This case study shows how John Lewis, a UK retailer, successfully consolidated its advertising's status by launching a series of iconic Christmas campaigns.
News
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13 June 2017
PHNOM PENH: Brands must prioritise product education in Cambodia if they want to build consumer trust for new categories, a senior agency executive has said.
Article
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Stephen Whiteside, WARC Exclusive, June 2017
This article details how consumers respond when ads appear next to inappropriate content, based on a survey from the CMO Council and Dow Jones.
Article
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Anna Hamill, WARC Exclusive, June 2017
This article explores how Cambodia is becoming a new frontier of growth for multinational brands, and what marketers need to focus on to achieve success in the country.
Opinion
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Rachel Forde, June 2017
A third of Brits expect robots to run their lives in the next 13 years, yet just 2% of respondents would trust a robot with their children.
Case Study
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Chan Su Ling, Marlo Ongpin, Warc Awards, Shortlisted, Effective Social Strategy, 2017
This case study shows how Shell, an oil and gas company, organized a charity drive and increased brand awareness in Malaysia using a social media workout challenge.
Article
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Alan Cox, Jim Power and Chris Johns, Research on WARC, April 2017
This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.
News
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07 April 2017
LONDON: Every brand knows that establishing trust with their customers is vital, but this point has been reinforced by a new survey that found a fifth (21%) of UK consumers have boycotted a brand following a scandal or negative press.
Opinion
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Lucy Barbor, April 2017
Instagram has announced that more than 1 million business users are now advertising every month on its service, a 400% increase from the 250,000 using it just a year ago.
News
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31 March 2017
LONDON: Social media networks are currently under the spotlight as never before regarding content and trust, so marketers will note new research that suggests consumers place considerable trust in content from familiar brands.
Research Paper
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G.W. Roughton and Iain MacKay, International Journal of Market Research, Vol. 59, No. 2, 2017, pp. 199-220
This paper investigates whether a 'wisdom of the crowd' approach might offer an alternative to recent political polls that have raised questions about survey data quality.
News
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08 March 2017
NEW YORK: President Trump's propensity for tweeting about anything from developments in reality TV to criticisms of specific companies and brands is leading to a surge in a new business area for PR agencies.
