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Article

Outlines the six ways to effectively blend brand purpose and data ethics.

Opinion

The heretical Faris Yakob revisits the perennial argument about the nature of advertising.

News

Here’s some of the big stories on WARC last week for you to catch up on if you haven’t already read them.

News

Hasbro, the toy manufacturer, is taking a nuanced approach to measuring the video content created by partners such as influencers as it seeks to understand its impact on kids and parents.

Article

Provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.

Article

Provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.

Article

Summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols) – techniques used by qualitative researchers to deliver cultural insight.

Case Study

Drinks manufacturer Diageo joined forces with TV cooking show MasterChef and created a multimedia strategy to boost spirit sales in Australia.

Opinion

This month’s Admap focuses on Drivers of Change in 2019, exploring five key trends – data privacy, smart cities, digital youth, health and wellness and the evolution of banking – and how they will impact marketing over the next 12 months.

Article

LOLA Mullen Lowe, the agency, used the global attention surrounding the 2018 FIFA World Cup to draw attention to the harsh climate facing the LGBTQ community in Russia, which was hosting the competition.

Case Study

Procter & Gamble's My Black is Beautiful brand targeted black audiences in the US using TV, radio, social and search, to connect with them in a more meaningful way.

Case Study

Suzuki, the car brand, co-created a TV show with a broadcaster to engage young women and increase sales of its Ignis model in the UK.

Case Study

Age UK, the charity dedicated to older people, co-created a TV programme in order to explain the issue of loneliness and increase donations and volunteering in the UK.

News

Asian millennials are shaping markets and expanding their cultural influence across national and continental borders – an example of the digital youth theme that is one of Admap’s Drivers of Change in 2019.

Case Study

Buscapé, a comparison shopping service, increased awareness and sales in Brazil by launching an influencer campaign to celebrate Consumer's Day.

Case Study

Cheetos, a brand of snacks, used the nostalgia trend to connect with young adults in Brazil.

Case Study

Movistar, a telecommunications brand, launched a mobile anti-cyberbullying campaign in Argentina, showing two different sides of the story when the phone was turned.

Case Study

Nestlé, a food and drink company, increased reach and awareness in Mexico by launching audio stories via music-streaming service Spotify to promote its formula milk to mothers.

Case Study

Ruffles, a brand of potato chips, created an augmented reality, mobile-only game for teenagers in Brazil.

Article

Phillips 66, the energy company, tasked agency Carmichael Lynch with promoting three different brands using one common strategy.

Research Paper

Money Advice Service (MAS), a free and impartial financial advisor in the UK, launched a survey to discover gaps in children’s financial knowledge so it could better prepare them for future financial decisions.

Case Study

Ala, a laundry detergent brand, reinforced an emotional bond via personalised mobile ads for the Argentinian market.

Case Study

Honda, an automotive brand, launched a mobile targeting campaign that sent out promotions to users when they were in a Honda branch or the branch of a competitor to increase sales in Chile.

Case Study

Cacau Show, a chocolate manufacturer, partnered with navigation app Waze to drive brand awareness and engagement during the Christmas period in Brazil.

Research Paper

ITV, a British TV broadcaster, set out to explore how viewers in the UK perceive the Factual TV landscape and identify where viewer interest and excitement lay for future factual programming, for ITV and other broadcasters.