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News

GLOBAL: With the GDPR due to be implemented in a month’s time, many marketers at major multinationals are not fully aware of the implications for future campaigns, according to new research from the World Federation of Advertisers (WFA).

Case Study

The Road Safety Commission, a Western Australia government body, used social media videos to reduce the number of young drivers speeding.

Case Study

The Singapore Tourism Board, a government body, used humorous social media ads and nostalgia to increase awareness of the importance of travel insurance in Singapore.

Case Study

Condom brand Durex launched a celebrity-driven campaign to challenge cultural taboos in India.

Article

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

Case Study

Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.

Case Study

Tecate, the Mexican beer brand, used a campaign against domestic violence to increase sales in Mexico.

Case Study

Bodyform, the feminine hygiene brand, used a TV ad and social media to break taboos and connect with women in the UK.

News

LONDON: Adland is digesting the implications of the unexpected weekend resignation of Sir Martin Sorrell from his position as chief executive officer of WPP, with speculation that the world’s largest ad business could be broken up and that ...

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.

Case Study

Sausage company Johnsonville used a dynamic, creative campaign focused on weather-triggered media to encourage early-season consumption of its Fresh Bratwurst.

Case Study

Telco Sprint launched a chatbot-based game in Facebook Messenger to drive positive engagement with the Latino market in the US.

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.

Article

Coca-Cola, the soft-drinks manufacturer, has started experimenting with analytics driven by artificial intelligence, and has thus gained an insight into the benefits and obstacles presented by this approach.

News

NEW YORK: Corporate social responsibility (CSR) efforts that make specific claims, receive external coverage and win awards can have a greater impact on consumers, according to a study published in the Journal of Advertising Research (JAR).

Article

Dell, the technology company, has used virtual reality to effectively spread the word about its corporate social responsibility efforts.

Opinion

Information tied to identity is the basis of people-based marketing - with this technique, marketers are offered better targeting solutions but also more opportunities to enhance trust with both the client and the consumer, says Richard Lees.

Article

Global strategies, campaign updates and trends in the energy drinks category.

Case Study

MetLife Japan, a life insurance company, made the conversation around life after reitrement easier in Japan by launching a multi-media call to action campaign.

Case Study

Emergen-C, a vitamin drink supplement, promoted itself as an everyday wellness brand by releasing a US television commercial featuring young, active people.

Case Study

The Illinois Council Against Handgun Violence (ICHV), an organisation to prevent devastation by firearms, introduced the Teddy Gun to show how the manufacture of teddy bears has more regulations than the manufacture of guns in the US.

Research Paper

This article summarizes our work using a network-based approach to mapping the main constituencies discussing specific topics on Twitter.

Research Paper

In this article, we report the results of a study that tested a values-based method of predicting political election results.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.