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Opinion

The quality of insights has been getting better at Visa, now it’s time to tackle attribution, says Freddie Covington, APAC SVP Marketing & Cross Border, 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 yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Article

Explores the impact of the increasing popularity of in-house agencies and how traditional agencies need to evolve to meet modern time and data demands.

Research Paper

ITV, a British TV broadcaster, set out to explore how viewers in the UK perceive the Factual TV landscape and identify where viewer interest and excitement lay for future factual programming, for ITV and other broadcasters.

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.

Research Paper

Time-shifted television can time-shift advertising. This study explores the frequency and timing of digital video recorder (DVR) advertising views in a sample of 2015–2016 drama, reality, and sports programs.

Research Paper

Insight innovation hub, TFTK, implemented its innovation diffusion model to help businesses spot long-lasting cultural trends and innovation opportunities in the UK.

Article

Provides marketers with information and guidance about luxury brand advertising.

Opinion

Planners are in danger of being caught up in the minutiae of campaigns when they should be looking at the big picture.

Article

Procter & Gamble, the consumer goods giant, is elevating multicultural marketing as it seeks to do good and drive growth at the same time.

Article

Legacy brands face a major challenge in adapting to the rise of direct-to-consumer (DTC) companies across a wide range of industries.

Case Study

Male personal care brand Park Avenue took a fresh approach to its advertising to target India's new-age men.

Article

American Express, the financial services provider, is helping point the way forwards when it comes to talent management and organizational structures in marketing.

Research Paper

Nestlé, a transnational food and drink company, analyses the threat posed by challenger brands in India and shows their true impact while suggesting strategies that can work for brands.

Article

Imperial Brands, a Tobacco company, used insights automation to pave the way for the efficient democratisation of insights globally, to create a strategic role for market research within its corporation.

Article

OVO energy is a new challenger brand that caused a stir from its Renewable is Unstoppable campaign; their agency, Uncommon, shares insights from an irreverent campaign.

Article

Unilever, a consumer goods company, forecast the future of its insights engine by answering a series of questions about how it conceives insights across Unilever as a whole.

News

Agencies and clients may have the same goals but tensions often arise when the two differ on how to get there, according to two senior client and agency executives.

Article

Global FMCG company Johnson and Johnson and its Indonesia agency partner DDB believe that good client-agency relationships are like a healthy marriage.

Article

Suggests a practical approach to brand architecture, which can be a valuable tool to help grow a brand and business, and has benefits for both the company and consumer.

Case Study

The Irish Defence Forces, the military of Ireland, launched a targeted social media campaign that saw it reach the highest ever percentage of female members since the first inductions in 1980.

Article

Northwestern Mutual, the financial-services provider, has sought to differentiate its brand from the sea of sameness that typically defines its category.

Article

The Association of National Advertisers (ANA), the industry body, is seeking to drive progress in the marketing industry through various means.

Article

Employees are an important touchpoint for brands seeking to improve customer experience.