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Case Study

Soft drink brand Pepsi regained brand love in Vietnam by reinforcing its position as a leading brand for youth.

Case Study

Vitamin supplements brand Blackmores grew sales and likeability by supporting the cause against food waste in Malaysia.

Article

Global strategies, campaign updates and trends in augmented and virtual reality.

Opinion

Winning the 2018 WARC Awards’ Social category Grand Prix and Path-to-Purchase Special Award, McDonald’s Full-heart Support for Gaokao campaign achieved unprecedented engagement and footfall for the fast-food restaurant in China.

Article

Offers an industry overview of alcoholic drinks, including innovation and disruption caused by changing consumer attitudes.

Article

Summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.

Article

This article examines marketing-mix models and how data issues are limiting marketers’ capabilities. As the Internet grew in the nineties, challenges emerged for the availability of causal data that fueled marketing-mix models, as it created difficult-to-measure touchpoints.

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

Article

This article provides guidance and extended reading on using the senses in marketing, cutting through clutter with positive associations and subconscious purchase drivers.

Research Paper

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

Opinion

Burger King stays relevant by tapping what people are talking about and adapting technology to meet consumer needs, says Fernando Machado, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.

Article

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

Article

This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.

Case Study

Procter & Gamble's My Black is Beautiful brand targeted black audiences in the US using TV, radio, social and search, to connect with them in a more meaningful way.

Case Study

Mouthwash brand Listerine partnered with TV programme The Voice to reach audiences across Latin America.

Research Paper

Officeworks, a chain of office supply stores, used innovative monthly campaign tracking – often cast as an ogre, crushing creativity – to underpin a process of continuous refinement and improvement in ad-effectiveness in Australia.

Research Paper

Reckitt Benckiser, a British multinational consumer goods company, needed to launch the Global Sex Survey for its condom brand Durex by using research to make it sensitive and accessible to all genders, sexualities and regions.

Research Paper

The Centre for the Protection for the National Infrastructure (CPNI), the lead government authority for protective security advice, embarked on a four-year research programme to support the government’s counter-terrorism (CT) strategy in protecting the transport network from terrorism in the UK.

Research Paper

Google, a multinational technology company, created two studies that delivered empirical findings to uncover the effectiveness of an offline campaign in France.

Research Paper

Kantar TNS, a market research and market information group, launched a pilot study with Royal Mail, a postal service and courier company, to provide metrics for advertising mail.

Case Study

Sunsilk, a popular haircare brand in the Philippines, developed an augmented reality (AR) promotional campaign, #Habamazing Summer, to grow its variant, Strong and Long.

Case Study

The Flying Pig Marathon, a race in Cincinnati, US, created a mobile app to make its race more enjoyable and attract more millennial runners.

Case Study

Automobile brand Kia created a live immersive experience, supported by digital, social and search, to raise awareness and drives sales of its Cadenza model in the US.

Case Study

Soft drink brand Pepsi launched its own cryptocurrency to regain its youth brand status in Vietnam.

Case Study

Marmite, the food brand, used facial recognition in a web app to increase product trial in the UK.