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Article

Helps marketers justify marketing investment to the c-suite by looking at the types of campaigns that are most profitable, the consequences of cutting budgets and how to command a price premium.

Article

Explores conventional drivers of change and the impacts of our new deregulated and fluid demographics.

Article

Discusses the techniques marketers can use to estimate the likely impact of marketing activity.

Case Study

Bolia.com, a Danish furniture retailer, increased positivity towards its brand reputation in Denmark by launching ads that mimicked the communication of high fashion.

Case Study

Guinness, an alcoholic beverage brand, increased its market share in the UK by launching a TV campaign, which created a cultural connection and reinforced its Made of More message.

Case Study

PureGym, a chain of fitness clubs, became market leader in the UK by reinventing its communication strategy to create a more targeted approach.

Case Study

Ruffles, a brand of crisps, combated declining sales in Brazil by creating a game for teenagers to connect them with the brand.

Case Study

Vhi Healthcare (VHI), an Irish health insurance company, invested in long-term brand building rather than lowering prices to achieve a better blend of younger and older customers.

Article

Looks at how the rules of the game have changed for brands and how they are still learning how to play amidst a time of political polarisation across generations.

Article

Provides key details and analysis of LEGO Group.

Article

This Company Profile from Euromonitor provides key details and analysis of Hasbro Inc.

News

LONDON: Print has seen an unexpected rise in advertising spend, while the latest Advertising Association/WARC Expenditure Report also finds that total UK adspend grew 5.9% to £5.7bn in Q1 2018, 1.3 percentage points (pp) ahead of forecast.

Article

Examines robotisation as part of automation and how this trend will have a big impact on both the economy and our daily lives.

Article

Provides a category analysis of beer in the US, including trends, category data, company profiles and key developments in the industry.

Case Study

Malaysian wellness township City of Elmina used 'wellness architects' across lifestyle, health and environment in a campaign to boost its profile and sales.

Article

Examines how to achieve two of the main measures of brand strength – aided and unaided brand awareness – and expands on how to get the most out of commercial and other advertising as a result.

Case Study

Jameson, a whisky brand, launched a campaign to establish itself in Nigeria and increase market share.

Article

Looks at the decision to 'go dark', scale back or eliminate the advertising budget, and both the short- and long-term implications this can have for brands.

Article

Examines behaviours of US millennials, the first digital-native generation, and explains how marketers can best connect with them as a generation that are characterised by diversity and focus on living life to the full in the here and now.

Case Study

Maplin, an electronic goods retailer, used a customer-focused strategy to redesign the layouts of its stores in order to encourage more visits.

Data

This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry.

Article

Explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.

News

LONDON: The UK’s ad market reached a new milestone during the third quarter of 2017 as almost one in four pounds spent on advertising went to mobile, which posted year-on-year growth of 30.7% to £1.3bn, according to Advertising ...

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

News

HONG KONG: Malls that serve consumers’ daily needs are outperforming luxury malls and are catching the eye of  investors, new research shows.