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News

LONDON: The Creative Effectiveness Lions have become one of the most closely watched categories at the Cannes Lions festival, attracting an ever greater number of entries and signposting trends to follow for advertisers wanting to have an impact on ...

Article

This event report outlines how the Paramount Network, a cable and satellite channel owned by Viacom, is seeking to build its brand.

Article

This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.

Article

This article explores views around the use of virtual reality as an advertising medium.

News

LIVERPOOL: Liverpool FC will sport Western Union, the global money transfer company, on its players’ shirt sleeves for the first time, as the financial services company plots its move to digital via corporate customers.

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

NEW YORK: US Carrier AT&T has bolstered its offer to viewers mulling whether to cut their cords and go online, as the company announced a new deal with CBS to stream content live in almost 25 US markets.

News

SINGAPORE: The first quarter of 2017 saw a 15% year-on-year increase in tourist spending in the city-state, reaching SG$6.4 billion, according to the country’s Tourist Board, due to higher arrivals and significant increases across all major ...

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.

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

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.

News

LONDON: Amazon Prime Video will broadcast practically all top-level men’s tennis in the UK, except for the four grand slam events, as the ecommerce giant outbid the ATP’s current home, Sky Sports, in a deal thought to be worth up to ...

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

CANNES: United Healthcare, the healthcare provider, has effectively leveraged humour as a means of engaging consumers in a classic low-interest category.

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 shows how Coca-Cola, the carbonated drinks company, increased brand equity by developing a community action platform for the Middle Eastern youth.

Case Study

This case study shows how Orange, a telecommunications provider, gave an old retro game a twist to show young Tunisians the speed of its Internet services.

Case Study

This case study describes how milk brand Labanita brought its two cow mascots back from the dead to raise awareness and build brand love and sales in Egypt.

Case Study

This case study describes how chocolate brand, Cadbury's Mandolin, used social media to launch a two-bar variant to young people in Egypt.

Case Study

This case study describes how telecoms brand STC used a TV and digital strategy to become an entertainment provider to appeal to young people in Saudi Arabia.

Case Study

This case study describes how mobile operator STC used an online show to promote its roaming service to the youth audience in Saudi Arabia.

Case Study

This case study shows how Aspire Zone, a sports destination, increased footfall by getting people in Qatar to take part in a nocturnal exercise championship during Ramadan.

Case Study

This case study shows how SmartLife, an NGO determined to help Dubai's labourers improve their living conditions, created a visual alphabet that helped workers learn English during their commute or house work.

Case Study

This case study shows how McDonald's, the fast food brand, successfully shifted its McDelivery service to an app-based platform, by highlighting a small design feature of its product that continuously updated consumers in the GCC region.