Case Study
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Signe Holm, Angela Wu, WARC Awards, Shortlisted, Effective Innovation, 2018
The left-wing political party Socialistisk Folkeparti (SF) reversed its fortunes with a strategic bus ad campaign which captured the attention of voters around the world.
News
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02 April 2018
SINGAPORE: Globalisation of work, outsourcing of memory and the popularity of traditional medicines are all trends currently impacting consumers across Asia, according to a new report.
Article
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WARC Exclusive, March 2018
Global strategies, campaign updates and trends in the carbonated soft drinks category.
Article
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Low Lai Chow, Event Reports, Neuromarketing World Forum, March 2018
Five trends impacting consumers in Asia – including globalization of work, new approaches to parenting and the popularity of traditional medicines – based on a survey of 26,800 people.
Article
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J. Walker Smith, Market Leader, Quarter 2, 2018, pp. 24-27
Describes how brands need to look for growth opportunities in smaller connected communities in a post-trust world.
Article
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John Wigglesworth, Research on WARC, January 2018
Explores the cultural nuances of Thailand, which can stand in the way of outstanding creativity, including avoidance of confrontation, a hierarchical business culture, and fear of losing face.
News
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05 January 2018
GLOBAL: Unilever, like other FMCG giants, has found in recent years that globalisation has come with the countertrend of consumers increasingly opting for local, insurgent brands, yet the Anglo-Dutch company is fighting back.
Article
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Andrew Green, Research on WARC, December 2017
How Audience Measurement 5.0 is developing, what implications it may have and how industry players will have to change in order to adopt such methods.
Article
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WARC Best Practice, December 2017
This article explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.
Research Paper
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MRS Awards, Winner, Virginia Valentine Award for Cultural Insights, 2017
BBC Radio 4, a British radio station, used qualitative research and semiotic analysis to identity problems with its output, which led to key changes.
News
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21 November 2017
GLOBAL: The United Nations has recognised November 21 as World Television Day since 1996 and the date coincides with the release of a new report, which claims to demonstrate the medium’s resilience and effectiveness for advertisers.
Article
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Adam Smith, Rob Norman, Research on WARC, November 2017
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.
Research Paper
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Alisson Ávila, Diogo Teixeira, Rafael Pelote and Tatiana Abreu Romão, ESOMAR, Global Qualitative, November 2017
Sonae Sierra, an international retail estate company, conducted research to gain insights into shoppers' eating habits and environments in order to improve its food courts.
Research Paper
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Jill Jefferis, Brisa Cristina Correa de Araujo and María Barrera Moreno, ESOMAR, Global Qualitative, November 2017
Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.
Research Paper
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Alfredo Troncoso, Adelina Vaca and Aranzazú Gómez, ESOMAR, Global Qualitative, November 2017
Danone, a multinational food products brand, set out to understand what one of its key attributes, 'naturalness', meant in the Mexican market.
Article
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Geoffrey Precourt, Event Reports, TMRE, October 2017
General Mills, the consumer packaged goods manufacturer, has successfully strengthened its insights function at a time of immense complexity.
Case Study
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European Association of Communications Agencies, Finalist, 2017
The Danish Socialist Party (SF), a Danish political party, reversed its decreasing memberships by using Donald Trump as the focus for its campaign to relate to millennials and show adversity to right-wing populism in Denmark, Spain and the UK.
Case Study
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Simon Wassef, Account Planning Group - (UK), 2017
Turkcell, Turkey's largest telecommunications company, transformed from being a telecommunications brand to a lifestyle brand by tackling the problem of diabetes.
Research Paper
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Josselin Masson, Carlos Raúl Sánchez Sánchez and Franck Celhay, International Journal of Market Research, Vol. 59, No. 5, 2017, pp. 625-654
This paper describes a cluster analysis, using the K-means method, conducted on a quota sample of 1,260 Chinese consumers of imported wine interviewed via an online questionnaire.
Research Paper
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Kristin Hickey, ESOMAR, Congress, 2017
This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.
Article
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J Walker Smith, WPP Atticus Awards, Highly Commended, Strategy, 2017
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
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WARC Best Practice, August 2017
This article summarises the insights from a series of key papers on working with start-ups (typically newly emerged, fast-growing businesses) and notes both the challenges and rewards of doing so.
Case Study
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Noor Hassanein, WARC Prize for MENA Strategy, Shortlisted, 2017
This case study describes how soft-drink brand Pepsi used digital and traditional media to connect with Egyptian youth and regain its association with music.
Case Study
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SABRE Awards, Gold, South Asia, Social Media Campaign, 2017
The Chakachak Mumbai (Clean Mumbai) initiative, launched by the media group Viacom, used a social experiment with hidden cameras to direct the attention of digital audiences to the issues of cleanliness and personal hygiene.
Research Paper
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Silvia Biraghi, International Journal of Market Research, Vol. 59, No. 4, 2017, pp. 449-470
Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.
