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Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Case Study

Cocks Not Glocks, a US non-profit student organization, changed the face of safety by creating an integrated campaign to draw awareness to recent "campus carry" legislation.

Case Study

Broadcaster NOW TV devised a social campaign that would raise anticipation for the new season of House of Cards in Italy.

Case Study

Iconic pen brand Bic devised a new and unconventional way for consumers to use up their 4 Colour Pens in Australia.

Case Study

Lynx, the deodorant brand, worked with CALM, the suicide charity, to increase awareness of suicide among men aged 20-45 in the UK, and encourage men to talk about their feelings and seek help.

Case Study

Ansell, a global leader in protection solutions, built brand equity of its sexual wellness products in Brazil and the USA through a campaign going against preconceived notions of sexuality.

Case Study

Johnsonville Sausage Company, famous for its bratwurst grilling sausage, increased sales in the US Midwest with a weather-triggered programmatic ad campaign which ran outside of the usual grilling season.

Research Paper

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.

Research Paper

Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Case Study

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the 'PEDIGREE Child Replacement Program', which targeted the parents of children who have left home in New Zealand.

Case Study

Procter & Gamble created a Super Bowl TV and social media campaign in 2017 to mesh seamlessly with live game commentary and convince viewers to buy Tide detergent.

Case Study

Dominos, a large US pizza chain, used a mix of digital and traditional media platforms to create brand value with its 'Dominos Wedding Registry' campaign.

Case Study

Credit card brand Mastercard used digital and social media to connect with mothers in Singapore.

Case Study

Cadbury's chocolate bar 5star rebooted its "getting lost" brand motif through TV, digital and outdoor to appeal to youth and boost sales in India.

Case Study

The Bill and Melinda Gates Foundation used a multimedia campaign to tackle the problem of open defecation in India.

Case Study

Juzt Jelly, a confectionery brand, increased sales in India by expanding its target market to include adults as well as children.

Case Study

KFC, the fast-food chain, used two music videos with a message that resonated with its Thai Generation Y target and its own brand essence to improve its brand scores.

Article

Kellogg's, a breakfast foods manufacturer, developed recipe-orientated video content and used audience segmentation to drive sales in India.

Case Study

Local services search engine Sulekha used a multichannel strategy to relaunch itself in India.

Case Study

Comparison website coverfox.com used a multichannel campaign to change the narrative around the category and make young people in India care about insurance.

Case Study

Ambuja Cement used TV, social media and celebrity endorsement to re-establish its core benefit of "strength" in the Indian market.

Case Study

Online furniture retailer pepperfry.com used TV, print and digital to build an emotional connection with customers in India during Diwali.

Case Study

Indomie, an instant noodle brand in Indonesia, used a social media campaign to improve its brand attributes and launch a new product.

Case Study

McDonald's, the fast food chain, found a niche 'hunger' to serve in Taiwan by targeting live webcast viewers when it launched a new menu.