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News

CAMBRIDGE, MA: In the not too distant future, consumers will rely to a significant extent on AI assistants, with brands having to shift their efforts from building consumer relationships to optimizing their positions on AI platforms, according to ...

Article

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

Article

A combination of programmatic buying and AI-informed content turned around the Shoe-d-vision business in Denmark and Norway, boosting both online and offline sales.

Article

Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.

Article

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

Opinion

If strategy, and advertising more broadly, is going to have a voice at the top table, it needs to speak in a language that the money men understand: demand.

News

GLOBAL: Many brands continue to see digital as primarily a response-led medium, but digital channels, when used well, can play a fundamental and complementary role in brand building, an industry figure maintains.

Case Study

As part of a series of initiatives celebrating its bicentenary, Australian bank Westpac created a kids' rash vest with CPR instructions to highlight its commitment to future generations.

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.

Case Study

Prudential, the financial services company, used a video distributed through social media to raise awareness of the issue of unemployment among American veterans.

Case Study

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

Case Study

Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.

News

BEIJING: China plans to establish a huge free trade zone in its southernmost province of Hainan in a move that could see the island challenge Hong Kong and Singapore for talent and investment.

Case Study

Car maker Audi challenged the stereotypes of 'cars being for men, not women' in Spain through a Christmas campaign centred on a 3D-animated short video.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment, at the same time earning positive word of mouth and B2B goodwill.

Case Study

Snack brand Doritos launched an innovative 'mystery flavour' campaign in Brazil that helped it reconnect with millennials and recover its reputation as a bold brand.

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

ABIDJAN: West Africa’s mobile industry is forecast to contribute more than US$50bn to the region’s economy annually by 2025, on the back of consistent value to the tune of $37bn last year, or 6.7% of GDP.

Opinion

Despite the rise of digital media, and therefore digital advertising, its complexity has led to a sense of paralysis and confusion for some marketers.

Article

Looks at the decision to 'go dark', scale back or eliminate the advertising budget, and both the short- and long-term implications this can have for brands.

News

LONDON: Despite recent controversies around programmatic – surfacing ads next to inappropriate content, for example – best-practice examples show how it can be used effectively, according to a new WARC report.

Article

Audi, the German car marque has built an econometric analytics system that allows the brand to model how much media spend they will need to put behind a production run of cars.

News

PARIS: Luxury behemoth LVMH, owner of high-end fashion, and high-end beverages, is investing in younger companies working in the luxury sector, including counterfeit detection software and new materials firms.

News

SINGAPORE: As mobile devices and apps become an increasingly indispensable part of modern life, brands and app designers need to ensure they are measuring growth and success efficiently.

Article

With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.