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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.

Case Study

Fast food chain McDonald's revitalised its yearly Monopoly contest in the UK market.

News

TORONTO: Canadian consumers consider authenticity to be a key factor in purchase decisions, but companies in Canada lag in delivering on this key element according to a new report.

Case Study

Oil giant Shell used digital and radio influencers in a word-of-mouth campaign to persuade customers to take part in its pump-for-charity drive during Hari Raya in Malaysia.

Article

McDonald's has long been the subject of rumour and supposition around the contents of its products; the campaign has not been easy for the US-headquartered QSR, but it is beginning to shift the dial and regain trust in the UK.

Article

Developing an effective social strategy can be difficult, given the platforms are constantly evolving, but there are some constants.

Article

This article provides guidance and reading on storytelling strategies, or the fashioning of events into a meaningful, relatable story for customers to identify with and remember.

Case Study

Coca-Cola, the soft drinks brand, used an iconic billboard and PR strategy to highlight colourful local characters and build connections with people in Sydney and across Australia.

Case Study

This case study looks at how TAL, an Australian life insurer, launched an unknown brand into a mistrusted category without changing any aspect of the product.

Article

This event report addresses how digital data is changing the face of political communications, with potentially mixed results for voters.

Article

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

Case Study

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

This article provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.