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News

Research agency Mintel says there are six trends that will fashion Chinese and North Asian consumer markets this year and beyond, several of which have big implications for food and beverage brands.

Article

Part of WARC's Marketer’s Toolkit 2019, this report explains how marketers can be effective in their use of short-form video.

Article

Part of WARC's Marketer’s Toolkit 2019, this report shows why offline experience will matter as much as online customer experience (CX) in 2019.

Article

Part of WARC's Marketer’s Toolkit 2019, this report looks at the trend of in-housing and whether it provides adequate utility for brands.

News

New e-commerce rules that are designed to protect domestic Indian companies could end up punishing consumers, industry observers say.

News

The explosion of e-commerce around the world is changing how consumers shop, with subsequent implications for the way marketing teams work, as e-commerce needs to become an integral part of marketing and sales strategies.

Opinion

Winning the 2018 WARC Awards’ Social category Grand Prix and Path-to-Purchase Special Award, McDonald’s Full-heart Support for Gaokao campaign achieved unprecedented engagement and footfall for the fast-food restaurant in China.

Opinion

At the Euro Effies, Matt Gladstone, Strategy Partner at Grey London, advised authors of case studies to act like detectives when writing their paper.

Article

Shares research with leading global CMOs that uncovers common threads, solutions and best practices to address the challenge from agile, direct-to-consumer competitors and the move to online sales.

News

Transparency is no longer an option for businesses: on the digital buying side, issues such as ad fraud and viewability have led big brands to demand more from suppliers; on the consumer side, companies must demonstrate that their consumers’ ...

Article

PepsiCo, the food and beverage giant, has built an augmented-intelligence platform that it hopes will deliver numerous benefits to its business.

Article

Looks at digital transformation in the travel environment, including seamless travel, the customer journey and how the industry is future-proofed for success.

Article

Artificial intelligence (AI) is helping bottlers for the Coca-Cola Co., the beverage company, gain a clearer view of emerging customer trends.

News

E-commerce in Asia is bigger and growing faster than anywhere else in the world, and marketers in the region need to be aware of the particular concerns and behaviours that are driving this success.

Research Paper

Patients seeking medical care are traveling greater distances for treatment. The globalization of health care has given rise to a thriving global medical services industry.

Article

Summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.

Opinion

Professionals from the world of adtech give WARC their predictions for the year ahead. Marlene Grimm, Head of Analytics, TVSquared...

Article

APAC is the leading region for e-commerce in the fashion, travel, books and FMCG categories, with China and Indonesia as influential markets.

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

Research Paper

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

News

Chinese SUV brands have long been perceived as less safe and less desirable than Western brands, but a new study finds that, thanks to technological integration and more premium marketing, they are shaking off prejudice.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Article

L'Oréal, the beauty company, has built out market insights and foresight capabilities as it seeks to prepare for an increasingly complex future.

Article

Wayfair, the online retailer focused on home goods, is using a “scrappy” approach to research as it seeks to understand consumers and generate valuable insights.

News

Chinese smartphone maker OPPO follows a “simple and focused” strategy when it comes to marketing and advertising in India, according to its local brand director – but this approach has entailed significant investment which has yet ...