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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 2017.

Article

Mobile programmatic – the automated version of trading digital ad space in the mobile environment – enables data-driven and efficient targeting, but marketers must be aware of key challenges to master the technology.

Case Study

Chinese brand Huawei used a multichannel approach to launch its dual-lens P9 handset in Malaysia and beat Apple in the process.

Case Study

The Clinton Health Access Initiative used a multichannel strategy to launch a new diarrhoea treatment to mothers in the rural state of Uttar Pradesh, India.

Case Study

Mobile brand Vodafone used a multichannel campaign to relaunch its network in India and highlight its superiority over 4G.

Case Study

Samsung, a technology brand, partnered with the comedian Jack Whitehall to introduce its 'Samsung School Of' campaign to help drive brand love in the UK.

Case Study

Beats by Dre, a headphones brand, successfully established itself in the global headphones market by pairing with sports to promote its product as a tool for victory.

News

NEW DELHI: Television continues to be the biggest advertising platform in India, but mobile adspend is growing rapidly and is expected to increase by 85% in 2017, according to the latest estimates from eMarketer.

Article

This article outlines how the Indian government is investing in digital payments, a trend which is transforming the Indian consumer economy.

Case Study

Mozilla, a non-profit organisation, successfully promoted its Firefox web browser app to mobile users across the US by launching a campaign which used a mix of video and static creative.

Article

This article explores what 5G is, the impact it will have on advertisers and challenges that it faces.

Opinion

Would you pay $1149 for an iPhone? Apple is trying to make the iPhone more appealing to a wider range of consumers but questions remain about the ‘super-premium’ element of its strategy says Martin Guerrieria, Global BrandZ Research Director at Kantar Millward Brown This year’s much hyped 10 th anniversary launch of the iPhone ‘X’ (pronounced ‘ten’) was the culmination of a brand strategy that has slowly expanded the range of iPhones on offer while continuing to push the top of the range towards the next level of pricing.

News

BOSTON: Car manufacturers may need to rethink their approach to in-car connectivity as new research shows consumers are frustrated with existing touchscreen and voice-based in-car systems which are lagging behind mobile devices.

Opinion

The new iPhone doesn’t just upgrade the smartphone experience but also has the potential to create new ways for brands to connect with the consumers says Ben Phillips, Global Head of Mobile at MediaCom.

Article

This article outlines how some of India’s biggest brands - including Colgate, PepsiCo and Emami - are using mobile marketing to access rural India.

Article

This article outlines some of the changes brought in India’s rural areas by the increasing proliferation of mobile phones, and what the future looks like for marketers targeting these populations.

Article

Explains the dangers of brands becoming too frictionless and explores ways in which marketers can generate friction without disrupting the customer experience.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

Article

This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.

Research Paper

This article provides research and insights into app users and explains why the growth of mobile apps is good news for brands.

Article

This article examines how measuring digital advertising through clicks reveals little about the ad's performance in its target market and is contributing to a worrying trend towards short-termism in marketing.

Opinion

Paul Dalton, Chief Media Officer, International, DigitasLBi and judge for the Effective Use of Tech category at this year's WARC Media Awards, talks to Lucy Aitken.

Article

This article explores how Optus, a major Australian telecommunications company, is adopting an innovation mindset for its marketing in a highly competitive but often slow-moving category.

Article

This article covers how Circles.Life, a challenger brand, is disrupting Singapore's highly competitive telecommunications category with innovative data products and mobile-first customer experience.

Case Study

This case study shows how telecoms brand O2 was able to improve brand equity and sales in the UK by partnering with charity War Child in staging a series of performances.