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Case Study

This case study shows how Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Case Study

This case study describes how Egyptian mobile operator, Mobinil, used a multimedia campaign to increase market share and become the top-considered mobile data provider among the youth audience.

Case Study

This case study describes how milk brand Beyti used an artistic platform to achieve standout and target mothers in Egypt.

Article

This event report details how United Healthcare, the healthcare provider, has used humor to engage with its target audience in new ways.

Article

This article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.

Opinion

This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

Article

This article discusses what is meant by cognitive marketing and how this can be used effectively to inform customer data.

Article

This article offers advice to marketers on how they can successfully negotiate pitching to the board of their company.

News

CANNES: Pfizer, the pharma giant, managed to meaningfully shift consumer perceptions of its corporate brand through an advertising campaign that aimed to give the company a more human face.

Article

This event report outlines how Pfizer, the pharmaceutical company, enhanced the status of its corporate brand.

Case Study

This case study shows how Be the Match, a non-profit bone marrow research foundation, increased donor levels and brand awareness in the US by focusing on the hero-making appeal of saving a life.

Case Study

This case study shows how carbonated drinks brand Coca-Cola launched its 180 ml Pop can product in India, using a mixed-reality experience campaign.

Case Study

This case study describes how fast-food giant McDonald's partnered with online live webcast platform Twitch, to launch its Dual Combo menu in Taiwan.

Article

This article explores the ways in which companies such as Kaiser Permanente, the healthcare group, Marriott International, the hotels group, and car brand Nissan promote diversity.

Case Study

This case study explores how Cornetto, a frozen dessert brand manufactured by Unilever, launched a local campaign in China to help teenagers deliver their 'love confessions'.

Case Study

This case study explores how Plan.Net, a creative agency, launched a national campaign to help refugees arriving in Germany to learn German.

Research Paper

This paper presents a new approach to capturing respondents' emotional drivers of behaviour through research involving free form text, using the example of the 2016 US Presidential election, and listing implications for the Asian market.

Research Paper

This paper reveals the findings of two studies in Japan and Korea that explored how Sonification, a communication approach that uses audio waves to transfer information, can be used to communicate the sensorial benefits of products, such as cosmetics, that are traditionally advertised via visual images.

Research Paper

This paper describes a research project for Mercado Libre, a Latin American ecommerce platform, which wanted a better understanding of its own position against those of its competitors in the online shopping market.

Research Paper

This paper analyses US research data to explore the nature of the millennial psyche in relation to purchasing trends across wearable technology.

Research Paper

This study demonstrates the potential of certain neurological measures—in particular, biometrics—to identify television advertisements that successfully lead to sales.

Case Study

This case study describes how fast-food giant McDonald's partnered with Twitch, the biggest online game live webcast platform in Taiwan, to launch its Dual Combo menu.

Article

This article warns against overdependence on the use of the liking of an ad as a metric of its effectiveness.

Article

This article identifies five rules for marketers to navigate the post-Trump and post-Brexit landscape and shows how they can change their own messages to succeed.