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News

LONDON: UK banks are failing in their above-the-line efforts to promote themselves as socially responsible organisations, new research suggests, but owned and earned experiences could be a more effective way to achieve a similar outcome.

Article

Offers examples of five practices that can turn planning into an active and reactive tool, that is in constant use within an agency structure.

Case Study

Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.

Case Study

John Lewis, a department store, launched its Buster the Boxer Christmas ad in 2016 to create an emotional connection with the British public.

Case Study

Coca-Cola, a carbonated drinks brand, increased sales in Egypt by creating a national hymn to football that enticed the country's youth to get reacquainted with the national team.

Case Study

Westpac Banking Group, a bank, celebrated its 200th birthday by designing a children's vest with CPR instructions embedded, as a way to showcase the brand's commitment to future Australian generations.

Case Study

McDonald's, the fast food brand, increased brand trust and sales in the UK by disproving fake news stories about the source and quality of its food through a TV ad series and inviting YouTube influencers to its factories.

Case Study

The Senet Group, an independent body set up to promote responsible gambling standards, released a campaign in the UK to help raise awareness of the dangers of betting addiction through emotion.

Article

Scott McDonald, president/CEO of the Advertising Research Foundation (ARF), recognises the frustration of reinventing metrics in a marketing ecosystem but discusses the progress that he has seen in this area.

News

JERSEY CITY, NJ: Scott McDonald, president/CEO of the Advertising Research Foundation (ARF) understands the frustration of reinventing metrics in a marketing ecosystem that is in perpetual motion.

Case Study

Cohn and Wolfe, a global communications and PR firm, launched its 5th Annual Authentic Brands study in the US on consumer perception of brand authenticity and its 2nd Annual Authentic 100 ranking.

Case Study

Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.

Article

Customer insight is at the heart of innovation and transformation in many businesses, with research helping to create new ideas and reframe familiar problems.

Article

Examines the impact of the internet on society and how Twitter, in particular, has affected online discourse.

News

NEW YORK: Common Ground, a coalition of the six largest advertising groups in the world, has joined forces with Google to launch a global campaign in support of the United Nations’ Sustainable Development Goals.

Article

Glossier, the beauty brand, has subverted norms in its category through both its digital-first approach and adopting a distinctive overarching philosophy.

Article

Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.

Opinion

Harjot Singh is Chief Strategy Officer of McCann Europe, and, this year, will judge the purpose category of the WARC Awards 2018 .

Research Paper

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.

Article

This Company Profile from Euromonitor provides key details and analysis of Avon Products.

Article

This Company Profile from Euromonitor provides key details and analysis of Mary Kay Inc.

Research Paper

For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.

Article

Brand purpose has seen a backlash in 2017, and the challenge for brands in the coming year will be recognising when (and how) purpose can drive sales as well as social good.

Article

2018 will be pivotal to the development of digital, as issues such as ad fraud and unfavourable viewability standards are costing global advertisers billions of dollars.

Article

WARC's Toolkit 2018 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.