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Article

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.

Article

Mobile programmatic – the automated version of trading digital ad space in the mobile environment – enables data-driven and efficient targeting, but marketers must be aware of key challenges to master the technology.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Article

Procter & Gamble, the consumer-packaged goods manufacturer, believes that shattering "myths" about multicultural marketing is vital to moving brands in the right direction.

News

MUMBAI: Concerns about the slow recovery of India’s advertising market in 2017 have been allayed to a great extent by reported growth of 15-20% during the recent festive season.

News

BRUSSELS: Business confidence in the European advertising and marketing sector grew slightly in the third quarter of the year, following a sharp drop in the first half of the year.

News

CAMBRIDGE, MASS: Next year will be “a year of reckoning” for many companies, according to a new report which argues that while the overall marketplace may be healthy, the future of individual businesses is as uncertain as it has ever ...

News

GLOBAL: TV takes up almost two thirds of media spend in high-budget, successful ad campaigns, according to a new WARC service.

Article

The challenge for marketers is in understanding how traditional and digital media work alongside each other in terms of brand impact.

Article

Describes findings from the updated Media2020 Refresh study, which surveyed more than 250 senior marketers responsible for over £5 billion in advertising investment.

Article

Presents data about TV habits in WARC’s key markets using data from various sources.

Article

Outlines six key techniques for measuring and improving social media campaigns to prove their value and secure buy-in from the C-Suite, using a campaign from global cinema brand National Amusements for the launch of a children’s movie.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

News

LONDON: UK advertising expenditure grew 3.7% to £10.8bn during the first six months of 2017, the largest first half total of any year since monitoring began in 1982, according to the latest Advertising Association/WARC Expenditure Report.

News

GLOBAL: Leading global advertisers are prepared to re-think their organisation’s approach to media as the complexity of that environment increases, according to a new study.

Article

This article explores Google and Facebook's digital duopoly, as the two largest players in the digital advertising market are growing faster than any other competitors.

News

SEATTLE: Amazon beat out the other tech giants with 34% year-over-year revenue growth according to its latest quarterly figures, with a still-sharper annual increase in the retailer's advertising revenues making a significant contribution.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Article

Australian magazine publishers are struggling to break through with media agencies in the digital age – but according to industry experts, the future can still be bright if publishers are willing to make some changes.

Case Study

Car manufacturer Jaguar Land Rover used TV branded content, digital and social media to launch its XE model in India.

Case Study

Broadcaster Sony MAX used a multichannel approach to attract viewers to cricket's ninth Indian Premier League season.

Case Study

Food brand Fiesta used a multichannel campaign to promote its P59 Spaghettipid pack to maintain its market-leading position in the pasta and sauce market in the Philippines.

Case Study

Clean & Clear, the skincare brand, relaunched a facewash targeting teen girls in India with a series of videos and posts published on YouTube and Facebook.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2017.

Article

Clorox, the consumer packaged goods manufacturer, placed renewed emphasis on driving long-term brand relevance after briefly allowing short-term objectives to take precedence.