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News

BEIJING: The world is becoming more polluted and people are taking note, with younger consumers demanding more protection from beauty brands in particular.

Article

Hilton, the hotels group, has successfully established social-media guidelines and practices that can bring consistency across its many brands and properties.

Article

Data-driven messaging can be used to deliver a personalised, omnichannel customer experience to each consumer.

Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

Research Paper

Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests.

Opinion

For planners, spending time outside the bubble of adland is a necessity, argues Deutsch’s Rob Campbell in an essay for  WARC’s Future of Strategy report 2018 .

Opinion

Accenture Interactive has been at the forefront of consultancies’ shift into marketing services. Anatoly Roytman is its Managing Director for Europe, Africa and Latin America.

Case Study

Airbnb, an online marketplace and hospitality service, launched a campaign to new members in India on home sharing, hospitality and quality standards.

Case Study

OYO, a hospitality company, campaigned against the high Goods & Services Tax rates and fought the corner for low budget hotels in India who could not fight back themselves.

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

News

SHANGHAI: The motivations of China’s affluent consumers – mostly aged in their 30s and 40s – are changing as more people seek to live a more balanced life, according to an expert in Chinese consumer psychology.

News

NEW YORK: Airbnb, the online travel marketplace, believes that its commitment to taking a public stand on certain political issues that are pertinent to its brand is an essential way of expressing its core values.

Article

Marketers know that brand loyalty is partly based upon passing brand equity from generation to generation and often leverage that heritage with customers.

Article

Blockchain solutions are generating considerable buzz, but it can be challenging for marketers to determine where this technology could make a real difference to their activities.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment in the UAE.

Case Study

MailChimp, a marketing automation platform, launched a campaign based on a meme that was created after its brand name was mispronounced on the popular podcast Serial, to increase brand awareness in the US.

Case Study

Airbnb, an online marketplace and hospitality service, launched the #UntilWeAllBelong campaign in Australia, which aimed to bring the topic of marriage inequality among the LGBTQI community to the forefront of conversations.

Case Study

Visit Faroe Islands, a tourism brand for the Faroe Islands, and Atlantic Airways, an airline company, attached cameras to sheep to create their own street view, 'sheep view', of the Faroe Islands.

Opinion

Joanne Lao is CEO, TBWA Greater China and is judging the 2018 WARC Prize for Asian Strategy. Here, Lucy Aitken, Managing Editor, Case Studies, talks to her about how China is rewriting the rule book for retail and tech and why Chinese millennials are such a powerful economic group.

News

SEATTLE: Amazon, the e-commerce giant, has announced a partnership with hotel group Marriott International that will see the former’s Echo smart speaker installed this summer in certain properties across the latter’s portfolio.

Article

Airbnb, the online travel marketplace, has adopted an openly political stance on many contentious issues in pursuit of embodying its corporate values.

Case Study

Hostelworld, a hostel-focused online booking platform, changed the perception of hostels among young travellers by launching branded video content in the UK that documented celebrities staying in hostels.

Case Study

IAG Cargo, the cargo handling division of International Airlines Group, increased its base among small/medium enterprises in the UK by creating an automated and personalised rewards system.

Case Study

BT Sport Business, a group of sports television channels, increased sales and customer satisfaction among its main business clients, pubs, by introducing the Manager of the Month campaign for pub landlords in the UK.

Case Study

Karma Group, a luxury travel and lifestyle brand, increased global awareness of its brand by inviting people to join a private members travel club with exclusive benefits.