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Article

Offers four rules to help your brand become associated with a category or need state and succeed in an age when machines, such as Alexa, are making purchase decisions.

Case Study

Bose, an audio equipment brand, launched its new noise-cancelling headphones in the UK by creating a film which showed the benefits of being able to focus purely on the music.

Case Study

Tim Weaver, an English author, was successfully turned into a brand name by creating a podcast that investigated both sides of a missing person's investigation to coincide with his mystery books.

Case Study

This case study looks at how Nike, the sportswear brand, got India's youth moving again by focusing on young women who face more barriers in playing sports.

Case Study

This case study explains how Johnnie Walker, an American scotch whiskey brand, identified the US Presidential Election as a moment in time when the brand could begin to speak out, even though it might be unpopular with some potential customers.

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.

Case Study

This case study explains how Fox Home Entertainment promoted its superhero film, Deadpool, globally through a viral social media campaign based around the promotional participation of its star and producer, Ryan Reynolds.

Case Study

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

This case study shows how STC, a telecommunications brand, successfully eased pressure from its customer services outlets in the KSA by launching a campaign that migrated its users towards a nocturnal support service app.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Article

This article examines how Shire, a pharmaceuticals company, bucked the trend in Direct-to-Consumer (DTC) advertising with a playful TV spot for its Xiidra drug.

News

LONDON/CUPERTINO: Apple's entry into the phone market ten years ago today established a new category within a category - the smartphone – and began a seismic shift in consumer expectations for communications which is only now slowing.

Case Study

This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.

Case Study

This case study explains how Norton, a computer security brand, used a series of short digital films to improve awareness of security and the Norton brand in a global campaign.

Case Study

This case study shows how Metro Trains Melbourne, an Australian railway-operating brand, increased consumer awareness about railway safety by creating a mobile gaming app derived from its previous 'Dumb ways to die' campaign.

Case Study

This case study explains how social justice firm Maurice Blackburn used an integrated storytelling campaign to raise awareness of its work in Australia.

Article

This article examines the rise of the iPhone, its competitive market set, and the future for mobiles in the month of the tenth anniversary of the launch of the iPhone, which proved a game-changing invention.

Research Paper

This article provides a consumer perspective on over-the-top (OTT) and premium online video services in the MENA region.

Case Study

This case study describes how UK publisher Penguin Random House maximised a small budget to promote its crime author Tim Weaver, by creating a serial podcast called MISSING.

Case Study

This case study describes how Spotify, a music streaming service, utilised data to increase brand awareness in the Canadian market.

Case Study

This case study details how Cineplex, a cinema chain, increased sales and brand affinity through branded content.

Article

This report summarises the tips given by judges of the 2016 Warc Media Awards, who were speaking at an event announcing the winners.

News

SAN FRANCISCO: Twitch is looking to expand beyond its e-sports origins while new features put it in direct competition with the likes of YouTube, and marketers ought to take notice, an industry figure has said.

Opinion

2016 has been a year of unpredictability for the advertising industry. In a recent blog on here, David Tiltman, head of content for Warc, talked through how Warc's own predictions for this year have matched up to the reality.

Article

This article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.