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Article

This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.

Case Study

Drinks manufacturer Diageo joined forces with TV cooking show MasterChef and created a multimedia strategy to boost spirit sales in Australia.

Case Study

Procter & Gamble's My Black is Beautiful brand targeted black audiences in the US using TV, radio, social and search, to connect with them in a more meaningful way.

Article

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.

Research Paper

Bauer Media collaborated with fellow media owner companies Dennis Publishing, Haymarket Media Group and Immediate Media to attain new insight into how motoring media and car advertising affect car buying behaviour in the UK.

Research Paper

GemSeek Consulting, a market research and data analytics firm, sheds light on an innovative and pragmatic application of machine-learning models to help a major European Telco address fierce competition.

Research Paper

Reckitt Benckiser, a British multinational consumer goods company, needed to launch the Global Sex Survey for its condom brand Durex by using research to make it sensitive and accessible to all genders, sexualities and regions.

Research Paper

The Financial Conduct Authority, a conduct regulator for financial services and financial markets in the UK, increased awareness of the 2019 PPI complaints deadline through a creative campaign based on consumer research in the UK.

Research Paper

The Centre for the Protection for the National Infrastructure (CPNI), the lead government authority for protective security advice, embarked on a four-year research programme to support the government’s counter-terrorism (CT) strategy in protecting the transport network from terrorism in the UK.

Research Paper

Google, a multinational technology company, created two studies that delivered empirical findings to uncover the effectiveness of an offline campaign in France.

Case Study

Omo, a laundry products brand, created a targeting campaign in supermarkets in Chile that sent messages to consumers' phones when they were in specific aisles to increase sales of its products.

Case Study

Formula One (F1), an international form of racing, transformed the culture of the sport globally by placing fans at the centre of innovation and business decisions.

Research Paper

Radiocentre, the industry body for UK commercial radio, launched a research survey of media decision makers to reveal the extent to which perceptions lead media decisions.

Research Paper

Facebook, the social network, and Saïd Business School at the University of Oxford partnered in the UK to look into whether social media can build brands.

Research Paper

Channel 4 and ITV, both TV channels, joined forces to deliver the most comprehensive exploration of BVOD (broadcaster video on demand) viewing behaviours of British people and its impact on advertising effectiveness.

Case Study

Fruttare, a brand of frozen fruit snacks, reinforced key attributes of the brand and pushed technology through innovation to increase its market share by 4% in Brazil.

Case Study

Ride-hailing service Uber created a multimedia campaign with its own 'smart out-of-home' system to grow user levels in Russia.

Case Study

Shampoo brand Clear Men Anti-Dandruff ran a mobile campaign in Indonesia to generate brand awareness and increase engagement among its target audience of 18- to 34-year-old sport-minded males.

Case Study

Marmite, the food brand, used facial recognition in a web app to increase product trial in the UK.

Data

This report summarises the latest research from WARC's Data platform, with a focus on digital out of home (DOOH) advertising. Key findings include: 

Article

Singapore’s banks aren’t getting customer experience right – but improvements can be made.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2018.

Article

This report examines current and future trends in the global video industry, including a decline in linear TV ratings (especially among younger audiences) and increasing data application to linear television.

Case Study

Saudi Telecom Company launched a nocturnal online and outdoor campaign to persuade customers to use its service app, instead of visiting stores or calling its service centre.

Opinion

Emotional advertising is in vogue right now. But how much do we need to do and how much is too much? WARC was at Brainy Bar 7 to hear.