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Article

Winners in the WARC Prize for MENA Strategy presented at an event in Dubai where the importance of planning was emphasised while individual case studies highlighted particular takeaways for marketing in the region.

Case Study

Ariel, the market-leading laundry brand in Israel, demonstrated the reliable added value of its performance and increased its market share during challenging economic times.

Case Study

Food company Hormel Gatherings promoted increased brand awareness and sales of their party trays in the USA through a campaign based on customer insight research.

Case Study

Safety razor brand Gillette drove sales in under-performing states in India through an educational approach.

Case Study

Extra Gum accelerated its growth in the US by building emotional equity through a short film.

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

Case Study

Deutsche Telekom, the German mobile operator, used a smartphone game to support research into dementia and improve its brand image.

Case Study

Water brand AQUA kept its number one position in Indonesia with the efficient use of an innovative platform.

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.

Article

This article draws on exclusive research by Publicis Media China and the Ehrenberg-Bass Institute to determine how CEPs drive brand influence in the Chinese ready-to-drink category.

News

LONDON/OXFORD: Social media advertising can be a highly effective channel for driving long-term brand impact, but the very best campaigns are those where the brands communicate in a personable and more human way, a new academic study has revealed.

Opinion

Ben Shaw, Head of BBH Live, and Jack Colchester, Senior Data Strategist, from the team at BBH London that created the Grand Prix-winning KFC Dirty Louisiana campaign in this year’s WARC Awards / Effective Social Strategy, highlight the difference between an impression and a lasting impression.

Research Paper

An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.

Article

The challenge for marketers is in understanding how traditional and digital media work alongside each other in terms of brand impact.

Article

Outlines three key trends that can build brand connections in an age where technology is removing friction from people’s lives and giving them a greater ability to choose what they want, when they want it and how they want it.

Article

Looks at the main elements for a successful digital brand campaign.

Opinion

The Association of National Advertisers’ annual Masters of Marketing conference painted a depressing picture, says Gareth Kay, with driving greater efficiency being lauded over the creation of valuable brands and end-to-end brand experiences.

Article

This article explores Google and Facebook's digital duopoly, as the two largest players in the digital advertising market are growing faster than any other competitors.

Case Study

Credit card brand Mastercard used a digital, social media and mobile campaign to change the cash-centric culture in Vietnam.

Case Study

Manulife, an insurance provider, increased sales of its health insurance product to Generation Y consumers in Hong Kong with a campaign to promote healthy living and by offering discounts based individual levels of activity.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Case Study

Durex, the condom brand, increased usage among young people in India by launching a more discreet product.

Case Study

Amazon, the online retailer, increased its user base in India by connecting with mothers through an emotional video.

Article

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

Case Study

Online furniture store pepperfry.com used a multichannel approach to attract new buyers in India.