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Article

Global strategies, campaign updates and trends in programmatic advertising.

Article

Global strategies, campaign updates and trends in the out-of-home market.

Article

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.

Article

Provides key details and analysis of Campari, the owner of brands such as Aperol and Skyy.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Research Paper

Food advertising is widely believed to influence children’s food preferences, although the evidence is not conclusive.

Article

This article examines marketing-mix models and how data issues are limiting marketers’ capabilities. As the Internet grew in the nineties, challenges emerged for the availability of causal data that fueled marketing-mix models, as it created difficult-to-measure touchpoints.

Article

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

Opinion

Sam Thomson of The Body Shop discusses CX, the role of the store, and a return to brand-building,  as part of a series of interviews with CMOs for WARC’S Toolkit 2019 report.

Opinion

The success of the ‘Dundee’ Super Bowl campaign points the way for the future, says Tourism Australia’s Lisa Ronson, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.

Article

This article provides marketers with information and guidance about attribution and marketing mix modelling.

Research Paper

Omnicom, a global media, marketing and corporate communications company, democratised the market mix modelling approach by building models that predict ROI and advertising elasticity on demand.

Research Paper

Google, a multinational technology company, created two studies that delivered empirical findings to uncover the effectiveness of an offline campaign in France.

Research Paper

Orange, a telecommunications company, was able to provide a deeper understanding of brand drivers and customer relationships in France and Spain.

Case Study

FUIB, one of Ukraine's top 10 banks, used machine-learning techniques to create a successful media planning model for its advertising campaign.

Case Study

IHOP, the restaurant chain, used audience targeting to increase visits and sales in the US.

Case Study

Quick-service restaurant brand KFC used data-driven insights to activate a tailor-made marketing strategy for each market across the MENA region in a bid to increase sales.

Case Study

An innovative scientific approach helped StarHub, one of the top telecommunication companies in Singapore, target the optimum media platforms and channel mix for introducing a new parental control tool for mobile users.

Case Study

Fiat Chrysler Automobiles (FCA), the multinational automobile maker, improved reach and sales by streamlining its marketing efforts to find its core US audiences and tailor creative to those specific groups.

Research Paper

Service providers increasingly use multiple channels for their advertising. One compelling combination integrates affiliate marketing with search-engine advertising.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Article

StarHub, one of the top telecommunications companies in Singapore, used an in-house analytical method to increase landings and cost-per-landing.

Article

Details how marketers should be using creativity to drive effectiveness by looking at studies that prove the link between the two and advising on successful creative strategy.

Article

Looks at the importance of media integration in an age of fragmentation and advises marketers on how to integrate not only their paid media but also their owned and earned media.

Article

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.