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News

MUMBAI: A focus on local, quality content has helped Nickelodeon, the Viacaom18-owned channel, become India’s leading children’s channel.

Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

Article

In this webinar, Faris Yakob discusses agency planning tools and processes and an approach to integrated planning.

News

GLOBAL: Sephora, the LMVH-owned beauty retail brand, has launched a new platform, the Beauty Insider Community, which sits within its ecommerce site to encourage fans to talk about new product releases, trends, and deals.

Article

This report highlights trends among the campaigns entered into the 2017 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches, metrics and regional variation.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

Article

This Company Profile from Euromonitor provides key details and analysis of Estée Lauder, the owner of brands such as Clinique, Mac and Bobby Brown.

Research Paper

This study distinguishes two features of a firm’s knowledge base - breadth and depth - and elucidates their interplay in determining new product performance.

News

LONDON: Senior executives from Diageo, Marriott International and Facebook are joining the judging panel for the Effective Use of Partnerships and Sponsorships category in the WARC Media Awards, announced today.

News

SAN FRANCISCO: Stung by criticism earlier this year that it wasn't doing enough to combat online extremism, YouTube has now launched software that redirects would-be jihadists to anti-hate videos aimed at debunking extremist narratives.

Article

This article summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.

News

CANNES: For the agency team behind Ariel’s WARC 100 topping Share the Load campaign, a point of view remains central to communications, as the strategy depended on spurring people to act.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This event report identifies key learnings from Ariel, the P&G-owned detergent, Share the Load campaign, with the creative and strategic team that put the work together.

News

LONDON: Senior executives from The Hershey Company, Procter & Gamble and Mondelez International are joining the judging panel for the Effective Channel Integration category in the WARC Media Awards, announced today.

Article

This Company Profile from Euromonitor provides key details and analysis of Anheuser-Busch, the owner of such brands such as Beck's, Stella Artois and Budweiser.

Article

This Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Opinion

WARC’s Lucy Aitken spoke to Charlie Chappell, Hershey’s Senior Director for Integrated media, and chair of judges for the WARC Media Awards Channel Integration category, about emerging platforms, data, and what makes a great integrated campaign.

Article

This article looks into who millennials really are and how their characteristics, attitudes and behaviours are often misinterpreted and simplified.

Article

This article looks at how neuromarketing techniques are particularly suited to public service advertising campaigns which have to engage disinterested consumers on an emotional basis and in a memorable way within restricted budgets.

News

LONDON: Senior executives from Target and Microsoft as well as from tech-inspired businesses like Blippar and Waze are joining the judging panel for the Effective Use of Tech category in the WARC Media Awards, announced today.

Article

This article provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.