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News

The international energy drink brand Red Bull, is deploying an intensification strategy in the United States and will help its retail partners by deploying findings from an in-depth behavioural study.

Article

Red Bull, the global drinks brand, undertook a behavioural study to uncover a need-state based segmentation of its audience in order to aid retail partners.

Opinion

The 2018 WARC Awards Grand Prix for Innovation went to 7-Second Resumes, a solution that reframed how job-hunters appeal to recruiters.

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

With a commanding 50% share of the passenger car market in India, Maruti Suzuki’s marketing strategy has taken a different direction to its rivals as it deploys celebrities to promote sales channels rather than particular auto brands.

News

The Adaptive Data Lighthouse, a campaign by Mindshare for Lifebuoy, the Hindustan Unilever-owned soap, has won the Grand Prix in the Best Use of Data category in the 2018 WARC Media Awards.

Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

Article

Global strategies, campaign updates and trends in the TV industry.

Article

Global strategies, campaign updates and trends in social media.

News

Reaching specific audiences, the use of different channels and content marketing were among the most-read topics during 2018 in WARC’s library of Best Practice papers.

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

FabFitFun, the online subscription service, has used microinfluencers to engage consumers and drive sales.

Research Paper

Establishing the relation between online ratings and reviews provides a potentially inexpensive and effective way for restaurants to capture quality improvement hints from customers.

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

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

Article

This article provides marketers with information about how to balance long-term and short-term strategies.

Article

Summarises the insights from a series of key papers on engagement – broadly speaking, eliciting feelings and emotion from consumers – although it is difficult to define precisely due to the ever-changing social and technological context in which marketers are trying to achieve and measure it.

Article

Provides guidance and reading on a now common aspect of brand building – partnerships – in which two or more brands collaborate for mutual benefit.

Research Paper

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

Article

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

Article

This article sets out key insights about the use of virtual reality within the advertising industry, arguing that the complete brand experience it can offer users will make it increasingly important in an ever more distracting world.

Article

This article provides guidance and extended reading on using the senses in marketing, cutting through clutter with positive associations and subconscious purchase drivers.

Article

Recruiting consumers for pharmaceutical trials is a complex task, and a nuanced digital marketing strategy could represent one useful solution.

Article

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Article

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.