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Article

Online identities in China are very different to those in the West – marketers should consider media consumption patterns, compartmentalised identities and individualism vs collectivism.

News

NEW YORK: 1-800-Flowers, the florist and gifting company, has carved out a distinct emotional space through marketing efforts that are based on sympathy.

Case Study

Child Focus, the Belgian Centre for missing and sexually exploited children, successfully raised awareness for missing children, and found a child, by launching a multichannel campaign across Belgium.

Article

1-800-Flowers, the florist and gifting company, has carved out a distinct emotional space with marketing efforts based around sympathy.

Article

Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.

Case Study

Interflora Denmark, the flower delivery network, mixed Nordic cultural heritage and botany to market its ASK brand of beer to men.

Article

Voice-enabled technology, from smart speakers to virtual assistants, is opening an entirely new interface through which brands and consumers will engage and communicate.

Article

WARC's Toolkit 2018 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

Case Study

Japanese fabric freshener brand Resesh grew market share with online binaural videos and traditional TV advertising.

Case Study

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 shows how Amigo, an instant coffee brand, made use of its tradition as a strong energising coffee to increase sales and market share in Romania.

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.

News

AUSTIN, TX: 1-800-FLOWERS.COM, the florist and gifting service, believes artificial intelligence (AI) will become a vital brand-building tool for reaching consumers across various platforms.

Article

This event report outlines how 1-800-FLOWERS.COM, the US florist and gifting group, is leveraging new technologies to engage consumers.

Article

This article, taken from the Warc Toolkit 2017 report, looks at the implications for marketers of the rise of 'dark social' seen in recent years through the proliferation of chat apps such as WhatsApp, Facebook Messenger, Line and WeChat.

Opinion

It's not often that certain laws get a lot of attention, but the General Data Protection Regulation (GDPR) – the massive piece of data protection legislation that will become effective 25 May 2018 – is the notable exception.

Article

This article provides an overview and analysis of the growing trend of chatbots, automated tools which can serve various consumer needs – from finding content to answering customer-service queries and buying goods – via connected devices like laptops, tablets and smartphones.

News

NEW YORK: Chatbots – automated digital tools which can replicate real-life conversational patterns – promise to make the way consumers interact with brands more "human", a leading executive from Facebook has argued.

Article

This event report addresses how Facebook Messenger's chatbots can potentially help brands reach consumers, as well as areas where further development in this technology is needed.

Article

This event report explores how MasterCard built a digital and e-commerce response model in Asia that generated its highest revenue ever and increased e-commerce transactions by 30%.

Research Paper

This paper explains how the complexity of the typical purchase journey is contradicting the current methodology of shopping research and introduces a new model to fix this issue.

Article

This report argues that the internet runs on CATS - conversation, authenticity, trust and sharing - and businesses need to use these principles to succeed on social media.

Case Study

This case study describes how UK supermarket chain Morrisons conveyed its key brand messages through an integrated campaign that included weekly competitions and sponsorship of the family TV show Saturday Night Takeaway.

News

NEW YORK: Programmatic advertising can play a flexible role for companies like 1800Flowers.com, the florist and gifting group, where sales are heavily influenced by major events throughout the year.

Article

This event report discusses three core skillsets required by modern marketers following the rise of digital and big data, from the perspective of 1800Flowers.com, the florist and gifting company.