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News

NEW YORK: Understanding the extent of celebrity “worship” among a target audience can help marketers get the most of their partnerships with brand endorsers, according to a study in the Journal of Advertising Research (JAR).

Article

Boost, a malted drink popular with children in India, successfully reached its target audience with long-form video content delivered via parents’ phones.

Article

Pizza Hut changed aspects of its digital strategy in India in recognition of the way consumers are looking for information when they want to eat.

Article

Johnson & Johnson, the healthcare giant, has built out a Content Lab that helps it tell stories in more compelling ways.

News

NEW DELHI: Overall levels of brand trust in India are falling, with a “trust gap” emerging, according to an annual consumer survey to establish the country’s most trusted brands.

Article

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

News

NEW DELHI: Google and Amazon are preparing to go head to head as they look to develop a market in India for voice-controlled smart speakers, according to local media buyers.

News

LONDON: Campaigns from Diageo, Microsoft and Procter & Gamble are among the 19 from around the world that have been shortlisted for the WARC Awards’ Effective Use of Brand Purpose category.

News

MUMBAI: India’s e-commerce businesses tend to grab the headlines but the digital world accounts for a fraction of retail sales and brands can still achieve successful outcomes in the real world by working closely with shopping malls.

Case Study

India's leading water purifier brand, Aquaguard, used a low-budget, digitally-led campaign to encourage people to make a real difference to the lives of others.

Case Study

Tech company Microsoft empowered and inspired young females around the world to pursue a career in STEM (Science, Technology, Engineering, Math).

Case Study

Digital wallet Paytm used a multimedia approach to bring its services to the poorest in India, in the wake of a ban on two high-denomination currency notes.

Case Study

Sportswear brand Reebok used a multimedia strategy to change the sexist nature of the narrative for women's fitness in India and close the gap on market-leader Nike.

Article

Lucas Herscovici, Anheuser-Busch InBev’s Global Marketing VP/Consumer Connections, Insights and Innovation says that advertisers need to be able to stop interrupting and start attracting consumers by making content that is culturally relevant, and that people want to see.

Article

Anheuser-Busch InBev, the brewing giant, conducted a high-profile review of its media duties around the world to ensure they were truly fit for purpose.

News

NEW DELHI: Coca-Cola is spending around three times as much as normal on the India Premier League this year as it takes on regional brands and pushes new variants of its leading products.

News

MUMBAI: Changes in the Indian consumer landscape, including increased broadband penetration, a younger demographic growing in economic strength, and private label brands are threatening the hold of big consumer brands on the country.

News

LONDON: Campaigns from Royal Caribbean International, adidas, and Nissan are among the 21 from around the world that have been shortlisted for the WARC Awards' Effective Innovation category.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

'Conscious marketing' entails building a business with a higher purpose that can deliver both sustainability and profitability, something that footwear brand TOMS has achieved in a relatively short period.

News

MUMBAI: After eight years of value share leadership, Tata Tea has ceded the top spot to Hindustan Unilever, despite Tata’s continued hold on the market by volume.

Case Study

IDFC Bank, one of India's smallest banks, set up 700 micro ATMs to allow people in rural communities to open bank accounts.

Case Study

BBC, the British broadcaster, refreshed the identity of its Asian Network radio station in the UK to revive its relevance among the 18- to 34-year-old audience.

Case Study

Sportswear manufacturer adidas launched a campaign to support disabled athletes in India.

Case Study

Club Mahindra, a holidays company, used a TV ad integrated with mobile ads to increase holiday bookings in India.