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Case Study

NOW TV, the internet TV by Sky, used Women's Day as an opportunity to make a statement and connect with millennials in Italy.

Article

Global strategies, campaign updates and trends in newspapers.

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.

Article

Global strategies, campaign updates and trends in augmented and virtual reality.

Article

Mastercard, the payments company, has taken the bold decision to remove its name from its official brand logo.

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.

News

Chris Evans, the British celebrity radio DJ, will present his final show for BBC Radio 2 on Christmas Eve before moving to Virgin Radio, where a pioneering deal with Sky means the commercial station will broadcast his new show completely free of ...

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.

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.

News

Sky’s decision to end its ownership and sponsorship of cycle road-racing’s Team Sky after the 2019 season opens a major new opportunity for a brand with deep pockets.

Article

Brands can make their assets work harder if they follow certain key rules – Martin Guerrieria, Global BrandZ Research Director at Kantar Millward Brown, explains their influence.

Article

This article examines and provides guidance for marketers attempting to understand awareness, covering approaches, definitions and key insights.

News

Campaigns from Marriott in Germany, Diageo in Australia and Listerine in Latin America are among the 19 that have been shortlisted for the Effective Use of Partnerships & Sponsorships category in the 2018 WARC Media Awards.

Article

Provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

Case Study

Car brand Dacia used old football shirts donated by fans and worn during the Serie A match between Udinese and Lazio to communicate its 'Much more than you expect' strategy in Italy.

Case Study

Telecoms operator STC used live streaming from far-flung corners of the Kingdom to prove its network coverage credentials in Saudi Arabia.

Case Study

Drinks manufacturer Diageo joined forces with TV cooking show MasterChef and created a multimedia strategy to boost spirit sales in Australia.

Article

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.

News

Copa Airlines, Panama’s national airline, effectively leveraged its connection with soccer in order to build more powerful bonds with consumers.

Case Study

ŠKODA, the car brand, used a series of viral videos to increase brand awareness in Taiwain.