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News

Progressive, the insurance provider, is using brand characters in a nuanced way as it seeks to engage consumers with powerful content and contextual relevance.

Article

Outlines the six ways to effectively blend brand purpose and data ethics.

News

Shanghai has become the most expensive city for luxury living in Asia, according to a new study that also highlights the growing influence of women in the region’s luxury market, especially in China.

News

Here’s some of the big stories on WARC last week for you to catch up on if you haven’t already read them.

Article

Provides marketers with information and guidance about the most effective approaches to using music in advertising.

Article

Provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.

Article

Provides marketers with information and guidance about determining the optimal TV ad length.

Case Study

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

Opinion

This month’s Admap focuses on Drivers of Change in 2019, exploring five key trends – data privacy, smart cities, digital youth, health and wellness and the evolution of banking – and how they will impact marketing over the next 12 months.

Case Study

Just Eat, the online takeaway ordering platform, used a TV sponsorship to increase awareness and sales in the UK.

Case Study

KFC, the fast-food brand, used a partnership with a video game to increase sales in China.

Article

Carnival Corp., a company that owns several cruising brands, has seen various beneficial outcomes from its commitment to diversity.

Case Study

Suzuki, the car brand, co-created a TV show with a broadcaster to engage young women and increase sales of its Ignis model in the UK.

Case Study

Deodorant brand Axe used a cybersports sponsorship to connect with young men in Russia and increase market share.

News

Asian millennials are shaping markets and expanding their cultural influence across national and continental borders – an example of the digital youth theme that is one of Admap’s Drivers of Change in 2019.

Case Study

Beauty brand Pond's used an influencer strategy to launch a new skincare product in Indonesia.

Case Study

Bradesco, a bank, launched an app to help it reach a younger, digital-first generation in Brazil.

Case Study

Soft drinks company Coca-Cola created FanFeat, a competition for music fans, to boost sales among 12- to 24-year-old Brazilians, achieving record teen engagement and an increase in Coke sales.

Case Study

next, a mobile only bank, used its sponsorship of Lollapalooza Brazil to drive account openings.

Case Study

Cheetos, a brand of snacks, used the nostalgia trend to connect with young adults in Brazil.

Case Study

Sedal, a hair care brand, partnered with YouTube influencer Yuya, to reach teenage girls in Argentina.

Case Study

Burger King, a fast food chain, launched new deserts in Brazil by partnering with Toddy Cookies, a brand of cookies, and focusing on mobile and social to product awareness and leverage sales.

Case Study

Antarctica Beer, a beer brand, launched an app for attendees of the Brazil Carnival to find suitable bathrooms, which reached over six million people.

Research Paper

Reckitt Benckiser, a British multinational consumer goods company, needed to launch the Global Sex Survey for its condom brand Durex by using research to make it sensitive and accessible to all genders, sexualities and regions.

Case Study

Volkswagen, an automotive brand, created a video campaign to introduce its new Up Pepper model, which saw it partner with dating app happn to pick people up from bad dates.