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Article

This event report addresses how Diageo, the alcoholic-drinks company, is approaching the virtual-reality (VR) space.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Article

This article provides a best practice guide to developing an account-based marketing (ABM) strategy, which treats individual accounts as markets and focuses business-to-business marketing on specific organizations.

Article

This article explores the necessity for brands to have conviction as consumers demand honesty, integrity and empathy from them.

News

GLOBAL: Seven out of 10 consumers across eight developed markets believe that virtual reality (VR) and augmented reality (AR) will become mainstream in six key areas – media, education, work, social interaction, tourism and retail.

Case Study

This case study shows how Trinity Mirror, a news publisher, redefined the UK mass media market and positioned itself as a gateway for advertising businesses to engage with it through media placements.

Article

This event report outlines how virtual reality (VR) could impact pharma marketing.

Case Study

This case study describes how Hindustan Unilever's BeBeautiful web portal turned from a generic women-centric platform to one of the top beauty destinations in India.

Case Study

This case study explains how telecoms company Maxis, used a digital and on-ground storytelling campaign to target small-to-medium-sized businesses in Malaysia.

Case Study

This case study describes how Nestlé used internet personalities in a multi-platform campaign to launch its Lion Wild cereal to teens and young adults in France.

Article

This article examines the rise of the iPhone, its competitive market set, and the future for mobiles in the month of the tenth anniversary of the launch of the iPhone, which proved a game-changing invention.

Article

This article reveals how Argos, the UK retailer, emphasised its competitive advantage of same day delivery on over 20,000 products through a series of 80 targeted ads across TV, digital, social and in-store.

Research Paper

This article provides a consumer perspective on over-the-top (OTT) and premium online video services in the MENA region.

Article

This event report outlines how Unilever, the FMCG manufacturer, is driving progress by partnering with startups.

Opinion

Instagram has announced that more than 1 million business users are now advertising every month on its service, a 400% increase from the 250,000 using it just a year ago.

Case Study

This case study describes how the app Spott was launched in Belgium, offering retail inspiration for viewers and increasing the relevance and attractiveness of content.

Research Paper

Against the theme of this year’s conference, 'Are we there yet? Where technological innovation is leading research', this paper provides evidence-based observations on where technology has led research in the recent past, and where it appears to be leading now.

Case Study

This case study describes how retailer Spar boosted its image by creating Start It Up Slovenia, a unique, entrepreneurial project with a mission of helping young entrepreneurs through a custom-made primetime TV show.

Case Study

This case study describes how Hooq, a Singtel-owned on-demand streaming service, was launched in partnership with Sony and Warner bros using bold design, and reaching the number one spot in the region.

Case Study

This case study describes how Amazon, the e-commerce retailing giant, used the Super Bowl to advertise its new Amazon Echo product in the United States.

News

LAS VEGAS: Brand owners seeking to take cutting-edge technologies from the experimental towards the mainstream could benefit from using a model based on "pioneers", "settlers" and "urban planners", an executive from Whirlpool has argued.

Case Study

This case study describes how Spotify, a music streaming service, utilised data to increase brand awareness in the Canadian market.

Article

This Company Profile from Euromonitor provides key details and analysis of Dunkin' Brands Inc, the owners of brands such as Baskin-Robbins and Dunkin' Donuts.

Article

This event report outlines how Boeing, the aerospace group, builds deep relationships with key clients through a Customer Advisory Board.