Opinion
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Pip Hulbert, September 2018
Legacy businesses are fearful of disruption from external competitors, but Pip Hulbert, CEO, Wunderman UK, asks whether we should think of disruption as an inside job.
Case Study
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SABRE Awards, Gold, APAC, Global Campaign and Government Agencies, 2018
The Palau Legacy Project, a project to make tourism more sustainable in Palau, launched the Palau Pledge, which had to be signed as visitors entered the country, making them promise to behave environmentally responsibly.
Case Study
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Jitender Dabas, Harshvardhan Sahni, WARC Prize for Asian Strategy, Shortlisted, 2018
Paytm, India's leading digital wallet, used the disruptive demonetisation of two high-denomination bank notes as an opportunity to extend the digital payment system to undigitised members of the Indian economy.
Case Study
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Kawal Shoor, Navin Talreja, Heval Patel, WARC Prize for Asian Strategy, Shortlisted, 2018
Saregama, a music company in India, created a new product to monetise its music archive and appeal to older people.
Case Study
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Arjun Paul Vedanayagam, WARC Prize for Asian Strategy, Shortlisted, 2018
Telecoms company Vodafone India grew awareness and positive sentiment through a social campaign in response to a rival's disruptive entrance to the market.
Opinion
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Alistair Hill, September 2018
Retail is changing and so are the formats through which to influence purchase. On Device Research’s Alistair Hill talks through some of his firm’s findings in this area.
News
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04 September 2018
GLOBAL: A new kind of service is tapping into embarrassing medical conditions, as companies sell and deliver pharmacy products in a ‘disruptive’ marketplace that saves customers blushes.
Case Study
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Helen Rankin, WARC Prize for MENA Strategy, Entrant, 2018
Omobono, a leading B2B marketing agency based in Dubai, newsjacked a key industry event to launch its digital report and achieve maximum amplification for minimum budget.
Research Paper
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Nicholas Burton and Simon Chadwick, Journal of Advertising Research, Vol. 58, No. 3, 2018, pp. 282-296
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
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Kimberly Rose Clark, Kenneth Raj Leslie, Manuel Garcia-Garcia, and Matthew L. Tullman, Journal of Advertising Research, Vol. 58, No. 3, 2018, pp. 311-325
Advertising researchers do not understand fully the impact different advertisement placement and delivery vehicles have on the mobile user's experience.
Article
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Colin Grimshaw, Admap, September 2018, pp. 3-3
Outlines a series of papers tackling the issue of capturing attention in today's multitasking world, including how ads can provoke emotional reactions to cut through the clutter.
Article
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Euromonitor Profiles, August 2018
This Company Profile from Euromonitor provides key details and analysis of Mattel Inc, the owner of brands such as Barbie, Polly Pocket and Fisher-Price.
Case Study
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The Communications Council, Silver, Australian Effie Awards, 2018
Velocity Frequent Flyer, the loyalty program of Virgin Australia, launched a campaign that used the mistake of a fake intern to convince its customers to transfer their reward points over from their bank.
Article
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Euromonitor Strategy Briefings, August 2018
A global outlook on the beauty and personal care market, including the leading companies and brands, key trends shaping beauty and personal care, and market snapshots.
Case Study
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The Communications Council, Gold, Australian Effie Awards, 2018
Lamb, a meat brand by Meat & Livestock Australia (MLA), transformed a business experiencing five years of flat-line sales with the You Never Lamb Alone campaign.
Opinion
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Sam Peña-Taylor, August 2018
Innovation and transformation are all too commonly invoked, but what do actual innovation strategies look like? In short, they think about societies, morals, and the technological world that the future will hold.
Article
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Samuel Peña-Taylor, Event Reports, Cannes Lions, June 2018
Innovation is the word of the moment, but most companies want to include it as a pleasing buzzword without understanding what it requires.
News
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27 August 2018
CHICAGO: Cisco, the technology company, is transforming its digital strategy to reflect the dramatic shifts that are reshaping business-to-business (B2B) marketing.
News
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24 August 2018
Here’s what you need to know this week: The new Facebooks: the trend towards a closed social media SAN FRANCISCO: Social media is showing a trend towards smaller walled gardens, especially among young people, who appear to be seeking smaller ...
Data
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James McDonald, WARC Data, August 2018
This report summarises the latest research from WARC's Data platform, with a focus on online video advertising. Key findings include:
Data
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WARC Data, August 2018
Summarises the findings of WARC's latest mobile marketing survey, conducted across APAC on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
Opinion
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Doreen Wang, August 2018
Consumer perceptions are key when it comes to boosting brand value. Doreen Wang, Global Head of BrandZ at Kantar Millward Brown, explains how to convey a positive impression.
Data
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WARC Data, August 2018
Summarises the findings of WARC's latest mobile marketing survey, conducted across the UK on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
Article
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Alan Saywood, Event Reports, IPA Business Growth Conference, July 2018
Everyone has their own perspective on the challenges facing the advertising industry.
News
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10 August 2018
BEIJING: As pressure from tariffs increases on Asian companies, the need for meaningful brand differentiation is becoming more important than ever, argues Superunion’s Global CEO, Jim Prior.
