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News

Here are some of the biggest stories on WARC last week for you to catch up on, including: IBM’s Weather Channel lawsuit, Tencent, e-commerce in India, and the devastating effects of gambling in the UK.

News

Ubiquitous gambling advertising is changing the nature of football fandom and trapping many young men in a cycle of debt, according to an academic.

Article

Global strategies, campaign updates and trends in newspapers.

News

For all that direct-to-consumer (DTC) brands are disrupting categories and rewriting many rules of marketing, it remains the case that DTC brand-building is still fundamentally brand-building, which means the standard principles all still apply.

Article

Global strategies, campaign updates and trends in cinema.

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.

News

Sony’s chief executive, the recently appointed Kenichiro Yoshida, surprised the CES audience in Las Vegas with a renewed focus on the Japanese company’s content division, emphasising a wider shift in which high-end, infrequently ...

Opinion

The New Year has traditionally been about making predictions about all the new stuff the industry will do, all the new tech, new companies.

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Article

Provides key details and analysis of Adidas AG in the clothing and accessories market.

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Article

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

Article

Procter and Gamble is fusing consumer insights and new technology to create goods and services that combine what’s needed with what’s possible.

News

Thirty-second ad slots are reported to be selling for upwards of $5m at Super Bowl LIII, which is expected to generate around $500m for CBS, similar to the sum achieved last year by NBCUniversal.

Article

Details some of the most important lessons shaving brand Friction-Free shaving have learned since it started its business three years ago.

Article

Explores how in the absence of big advertising budgets and traditional retail support, DTC brands can still apply traditional marketing principles to build long term brand equity.

Article

Outlines the insights gleaned from interviews with several DTC challenger brands as well as brand consultancy eatbigfish's own experience of working with challenger brands.

Article

Details how direct-to-consumer (DTC) brands are challenging legacy brands in every category.

Article

With viewer numbers dropping, BBC sought to make major changes in its three stage re-generation of the Doctor Who brand.

News

The male cosmetics market in Asia has yet to take off in the manner frequently predicted, but manufacturers are gearing up for another go, this time focusing on making products more accessible.

Article

Bonobos, the online retailer focused on men’s apparel, has built its brand through challenging traditional concepts of masculinity.

Article

McDonald’s, the restaurant chain, has doubled down on multicultural marketing as seeks to be more nimble in this area.

Article

Kraft Heinz, the consumer packaged goods giant, is using an approach called “actvertising” to build on the impact of its advertising.

Article

The New York Times Co., the news organization, is using machine learning to address both newsroom and business problems.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.