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Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across the UK on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Article

Locally-owned Kiwibank successfully grew market share vs New Zealand’s big banks by focusing on financial education and behaviour change via creating its own unbranded TV show.

Article

Outlines the skills marketers need to enable their agency’s creative team to deliver the best work.

Article

Visit California, a nonprofit tourism group, moved from brand communications to targeting consumer passion points in a bid to boost visitor numbers to the Golden State.

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Data

This article summarises the results of the Global Marketing Index (GMI) for July 2018, when APAC had the strongest global trading conditions regionally.

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Article

Deluxe, the check printing and business-services company, has reinvigorated its brand through focusing on small enterprises.

News

CANNES: Diageo, the alcoholic drinks manufacturer, has seen impressive results having built a marketing effectiveness tool that offers granular insights into the impact of its communications.

Article

Sunovion, the pharma company, has enjoyed success on social media through following a strategy that begins with “patient leaders”.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

Global strategies, campaign updates and trends in the cleaning products category.

Article

Brands using chatbots should focus on utility: qualifying leads, always-on customer service, personalized offerings based on customer data and sales conversions.

Article

KFC, the quick-service restaurant chain, has greatly strengthened its brand in the past few years, and credits Wieden+Kennedy, its agency, for helping drive this process.

Article

Provides an overview of the Skittles 2018 Super Bowl campaign and explains how an ad that nobody saw led to a 7% sales increase.

Article

Analysis of Kantar Millward Brown's data indicates that brands can "go dark" – i.e. stop or suspend TV advertising – for six months or so with little deleterious effect.

Case Study

The AIDS healthcare foundation (AHF), a global nonprofit provider of HIV prevention services, launched a campaign in India to promote its Free Condom Store by producing a social experiment video.

Case Study

Godrej Security Solutions, a total locking solutions provider, increased awareness of the important of home safety by creating a campaign featuring convicted thieves who showed how easy a break-in can be.

Article

Godrej Group, an Indian conglomerate, created a PR measurement framework to disrupt its communications management and increase share of voice.

Case Study

Maruti Suzuki, an automotive brand, launched a campaign in India featuring a bubble-wrapped man to encourage its employees to take road safety seriously by wearing their seatbelts.

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

News

CHICAGO: Crayola, the crayon, art tools and handicrafts company, is ramping up its focus on experiential marketing having witnessed considerable success with this strategy.

Article

Diageo, the alcoholic drinks manufacturer, has enhanced its marketing effectiveness through building a tool called “Marketing Catalyst”.

News

NEW YORK: Marketers that launch a product sequentially – a strategy that can apply everywhere from movies to electronics and sports drinks – could drive revenue gains through smarter budget allocation, a paper in the Journal of ...

Article

Global automotive giant Nissan is moving toward a more collaborative partnership with its agency partners, as the pace of modern marketing forced a more integrated approach.