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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.

Gunn Report

Contains the creative for the 'December 21st' campaign for Loterias Y Apuestas Del Estado by the agency Leo Burnett in Spain.

Article

Lack of variation in data can be indicative of a trend or problem in of itself, and so shouldn’t be ignored.

Article

Consistently delivering on a major service promise is the sort of thing often monitored by mystery shopping, but that sort of research hadn’t worked for SkyTeam, an international alliance of 20 different airlines.

Opinion

"Restroom for All", a campaign created for Mastercard by McCann New York, walked off with best-in-show honors at the Association of National Advertisers' (ANA) 2017 Multicultural Excellence Awards.

Article

Offers guidance on how to achieve a strong brand voice that will resonate with digital audiences, using examples from Nike, Red Bull, The Connaught hotel and the London Symphony Orchestra.

Article

Sky Betting and Gaming has developed its own platform to collect customer data in real time and target its marketing more precisely.

Case Study

Buscape, a Latin American price comparison website, created a livestream on Facebook featuring celebrities and influencers to promote its Black Friday deals in Brazil.

Case Study

Buscapé, the largest comparison site in Latin America, took advantage of mobile and Facebook Live technology to inform consumers of its Black Friday promotions.

Case Study

General Tire, the American tire company, used an event for traditional and social media influencers to begin building salience when it launched in China.

Research Paper

This paper provides key learnings for the use of mobile surveys in developing markets, particularly Africa, and is based on a series of experiments in Kenya exploring how best to use incentives.

News

LONDON: More than any previous year at Cannes, online video has proven to be a key channel for creative effectiveness, according to a WARC study of the 122 campaigns entered for the Creative Effectiveness Lions this year.

Article

This event report explores how audio is changing the way brands must present themselves; voice-activated assistants and searches are growing and users are moving away from screens to use the internet and, ultimately, to make purchase decisions.

Article

This article lists three examples of how insights from behavioural science can help people gain greater control over their finances.

Research Paper

This paper explores the influence of mental intangibility on the size of the consideration set, for both tangible products and services.

Research Paper

This article shows that advertisers must understand the emotional needs of their consumers in real-life moments when brands become relevant, so they can cut through the clutter at times when consumers are most receptive to their messages.

Research Paper

To encourage viral spread, companies attempt to create captivating and compelling online games. The current research examines the effects of requiring players to use skills when playing games versus rewarding players who recommend games to others.

Case Study

This case study shows how the Spanish Christmas Lottery, a holiday lottery ticket, successfully increased its sales in Spain by developing a social media campaign where users could follow the everyday lives of its campaign ad's fictional characters.

Case Study

This case study shows how The National Lottery (TNL), a lottery gaming brand, launched a campaign to get Britons to do more sports and increase audience engagement throughout the Rio Olympics' events.

Article

This article examines the importance of a scientific approach, in addition to a creative one, and the value of marginal gains theory to improve overall advertising effectiveness.

Case Study

Unibet, a British betting company, created a modular series on YouTube to teach its audience about factors that can shift betting odds, in order to increase brand awareness and account openings.

Case Study

This case study details how The New York Lottery, a jackpot game, reversed declining sales by tapping into New Yorkers' 'can do it better' attitude with the 'You'd Make a Way Better Rich Person' campaign.

Case Study

ActionAid, an international NGO, raised awareness in the UK about Female Genital Mutilation (FGM) by launching a campaign that saw digital, cinema and media content cut by a video message from victims.

Case Study

Svenska Spel, a Swedish gambling and betting company, used sporting terms to help immigrants integrate into Swedish society with a book and social media.

Article

This event report explores a method of brand tracking that uses behavioural science to establish three key metrics through which you can analyse a brand's current mental availability, future brand share, and the effectiveness of brand assets.