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Opinion

The Art Institute of Chicago’s campaign, Van Gough’s Bedroom: Let Yourself In, was successful through its consistency of message, says Martin Broad, with the idea laced through each media touchpoint in a way that gave the artwork life.

Article

This study by Val Morgan and Kantar Millward Brown offers insights into the impact of cinema advertising on audience reach, based on data from 60 Australian campaigns.

Opinion

It’s hard to believe it was only 20 years ago since the UK launched its fifth TV channel with a little help from the Spice Girls.

News

LONDON: Customer journey maps should be treated like products, led by a manager responsible for the journey’s business performance, according to an industry figure.

Opinion

Jerry Daykin, Head of Global Digital Media Partnerships at Diageo, chaired the judging panel for this year's WARC Media Awards partnerships and sponsorships category.

Case Study

This case study looks at InterContinental Hotels Group's (IHG) Channel Shift strategy, as it partnered with the intent marketing platform, iotec, to increase direct bookings.

Case Study

This case study shows how Dunkin' Donuts, a US coffee and donut fast-food chain, became more popular with millennials by partnering with Spotify and a mass of social platforms to celebrate music.

Article

This article provides a best practice guide on how to map the customer journey in order to gain a better view of the ecosystem from inside the business and understand how customers experience a brand.

Case Study

This case study explains how Fox Home Entertainment promoted its superhero film, Deadpool, globally through a viral social media campaign based around the promotional participation of its star and producer, Ryan Reynolds.

News

LONDON: US tech businesses dominate the time Britons spend online, with Google and Facebook alone accounting for one in every three and a half minutes, new research suggests.

News

LOS ANGELES: Warner Bros, the entertainment studio famous for its movie productions, is embracing short-form video as video-streaming and social platforms offer new opportunities to attract younger viewers, a company executive revealed.

Article

This report highlights trends among the campaigns entered into the 2017 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches, metrics and regional variation.

News

LONDON: Only half of online ad impressions served in the UK that were targeted at women actually ended up reaching them, according to a new analysis of 60,000 campaigns across 20 countries.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.

Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

Article

This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.

News

MENA: Campaigns for Coca-Cola, McDonald’s, Unilever’s OMO, and Pepsico are among the 20 papers shortlisted for the first WARC Prize for MENA Strategy, which rewards the most effective creative work from a fast changing region.

News

SYDNEY: There’s a link between increased ad frequency and brand resonance in some categories, but more than a fifth of digital ads - 22% - in Australia are failing to boost key brand metrics at all, according to a new report.

Case Study

This case study describes how Egyptian snack brand Chipsy softened the blow of a price rise using an on-pack promotion, TV, outdoor and social media.

Case Study

This case study describes how the Baheya Women's Cancer Hospital in Egypt raised awareness and donations during Ramadan by posting its message on dessert boxes.