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Case Study

Airline Cathay Dragon used an online influencer content campaign to raise awareness of the brand in China among the young traveller sector.

Case Study

Volkswagen India, the car maker, addressed the emissions scandal that had affected the brand's reputation globally with a social media campaign featuring ordinary Volkswagen owners.

News

LONDON: Marketing effectiveness is increasingly seen as being primarily about business outcomes rather than being limited to marketing itself, with major FMCG companies among those creating senior roles and dedicated teams to address the issue.

Article

The way businesses think about the effectiveness of their marketing is changing from a justification of expenditure toward clarifying and optimising marketing spend toward business outcomes.

Article

This article examines how companies need to restructure themselves in order to market more effectively in the digital age.

Case Study

This case study details how Marriott, an American hospitality company, launched a global, real-time social monitoring center that attracts, connects and engages consumers.

News

GLOBAL: Campaigns from Whirlpool, Ariel, SPC Goulburn Valley, and Lifebuoy have been awarded Golds in the Best Use of Brand Purpose category in the 2017 WARC Awards which recognise next-generation marketing effectiveness.

News

COLOGNE: Corporates and startups will form closer working partnerships in future as such alliances become a “strategic imperative” in the quest for innovation, a new white paper has argued.

News

GLOBAL: Seven in ten global brand owners feel marketers in their organisations are not fully aware of the implications of the General Data Protection Regulation (GDPR), a new survey has found.

Research Paper

This paper looks at how French airline brand, Air France KLM, created a new structure for its Customer and Market Insight (CMI) department for optimal customer experience.

Research Paper

This paper explains how Fitness First, a global gym group, used big data analysis to turn raw data into a tangible asset for the business.

Article

This article presents WARC’s latest international ad forecast, which forecasts that total adspend will rise 3.3% this year to $420.3bn, based on 12 key markets.

Article

This article summarises a webinar on what the 2016 presidential election in the US means for the marketplace and how brands should be reacting to this new state of uncertainty.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's hot drinks brands, including Nespresso and Nescafé.

Article

This case study explains how cultural value is the most important emerging currency in marketing today and uses Lush, Airbnb and Under Armour as examples of how to succeed in this area.

Research Paper

This report explains the challenge for global brands of creating cultural impact and provides seven best practices for brands to become a global icon whilst retaining strong local relevance.

News

SINGAPORE: Consumers can’t be trusted when it comes to reporting their own behaviour and marketers should look beyond traditional surveys, according to an industry expert.

Article

This article offers insights into the online behaviours of consumers in Japan and Taiwan, and whether traditional consumer surveys need include passive tracking data.

Article

This article explains the reasons for digital consultancies' increasing inroads and how they compare to traditional ad agencies in creative and digital.

Article

This article outlines how Aditya Birla Group, the conglomerate, drove a customer-centric transformation in its strategy.

News

LONDON: Senior executives from Target and Microsoft as well as from tech-inspired businesses like Blippar and Waze are joining the judging panel for the Effective Use of Tech category in the WARC Media Awards, announced today.

News

HONG KONG: China's key opinion leader economy is forecast to top Rmb 100bn next year as brands flock to influencers to promote their products.

Opinion

As the iPhone reaches its 10th birthday, Robyn Lange, a curator at Shutterstock, looks back at how the smartphone has influenced photography, and in turn visual marketing.

Article

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

News

NEW YORK: Advertising and publishing executives have met to discuss how blockchain technology can bring increased transparency and data security to the ad tech supply chain.