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Article

This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.

Article

This article provides a best practice guide on how to map the customer journey in order to gain a better view of the ecosystem from inside the business and understand how customers experience a brand.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Article

This article summarises the insights from a series of key papers addressing data protection and privacy and the regulations concerning the use of consumer data, particularly the impending EU General Data Protection Regulation (GDPR) and ePrivacy Regulation.

Article

This event report looks at how SMEs can benefit from commissioning external research.

Article

This event report looks at an innovative form of B2B research that has proved successful at engaging SME audiences.

Article

This 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.

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.

Article

This article claims that many marketers take an unsophisticated approach to key account management, even though the majority of their business comes from a few big customers, and identifies five steps they can take to improve their efforts.

Article

This article, which is based on research by the CMO Council, outlines the challenges facing brands as they seek to adapt their marketing for audiences in different geographies and across a diverse slate of media channels.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

Research Paper

This paper examines the effectiveness of television advertising and changes in audience response since the 1980s within the United States.

Article

This article examines the spectacular growth of the parkrun start-up and the lessons brands can learn from its success.

Case Study

This case study shows how Deutsche Telekom, a telecommunications brand, used gaming to raise awareness towards dementia research in Germany.

Case Study

This case study explains how the National Fair Housing Alliance (NFHA), a consortium of civil rights and housing organisations in the US, used a short, emotional film to influence business leaders and policy makers.

News

CHICAGO: Coca-Cola, the soft drinks company, has generated major benefits from ensuring its marketers can gain more rapid access to insights and information.

Article

This event report addresses how the Coca-Cola Co. has developed an online research library to help its marketers make better brand decisions.

Article

This event report details how Procter and Gamble, a consumer goods company, and NBCUniversal, a US media company, have argued for independent media measurement according to a single industry standard.

Article

This event report explores how Warner Bros Studios used large data sets and machine learning to give the latest installment in the Sylvester Stallone franchise ('Creed') a chance of becoming a blockbuster.

Research Paper

This paper explains how a streamlined innovation process helped Unilever get ideas to market in China in a shorter timeframe than traditional approaches.

Article

This article examines ten drivers of successful customer-centric and insight-led organisations, with advice on how to optimise an insights strategy, and how to develop both organisational and individual insights capabilities.

Research Paper

This paper presents an approach that quantitatively measures conscious and unconscious gender bias across brand touchpoints as determined by the consumer in Australia.

Research Paper

This paper shares learnings from PepsiCo India as the company makes fundamental changes to its Insights function in order to widen the team's sphere of impact within the wider business.

Research Paper

This paper examines how Chervon, a Chinese tools and power equipment manufacturer, has made use of integrated methodologies in expanding its presence in the North American market from China.