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Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Article

Singaporean millennials weren’t thinking about retirement planning or healthy eating on festive occasions – this article outlines how two local campaigns aimed to change the behaviours of young Singaporeans on these two important issues.

Case Study

Broadcaster NOW TV devised a social campaign that would raise anticipation for the new season of House of Cards in Italy.

Case Study

Iconic pen brand Bic devised a new and unconventional way for consumers to use up their 4 Colour Pens in Australia.

Article

The advertising industry tends to be oriented towards younger people, both in terms of its practitioners and its output, despite the fact that an older 50+ generation has most of the UK’s spending power.

Case Study

Channel 4, the UK broadcaster, used a fake product recall to raise awareness and viewership of the second series of TV show 'Humans'.

Case Study

Water brand AQUA kept its number one position in Indonesia with the efficient use of an innovative platform.

Case Study

McDonald's, the fast food chain, increased sales among younger people in Mexico with a series of special offers on 'McDonald's Tuesdays'.

Case Study

Ice cream brand Cornetto connected with Indian teenagers during the Durga Puja festival to increase brand equity and sales.

Article

Building brand trust is vital in China's online automotive category, where local players are creating their category's own infrastructure at the same time as growing market share.

News

SINGAPORE: When market testing showed an uphill battle for Coca-Cola’s new sugar-free product in Singapore and Malaysia, the global beverages giant turned to experiential activations to engage local consumers.

Article

When Coca-Cola's new sugar free product faced an uphill battle in Singapore and Malaysia, the company turned to experiential marketing to get Asia's millennials fizzing again.

News

SYDNEY: As travel marketing has shifted towards portraying memorable, meaningful experiences, legacy travel brand Contiki has adapted its content strategy to broadcast the first-hand experiences of its customers, resulting in e-commerce sales ...

Research Paper

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Case Study

Nescafé, the instant coffee brand, connected with young Indian adults by encouraging their aspirations and helping them through competitions and mentoring.

Case Study

Kraft Heinz's chilli sauce brand, Sambal ABC, grew market share in Indonesia with an integrated multimedia campaign.

Case Study

Electronics brand Panasonic increased washing machine sales in China with the launch of a new model that helped reduce stress on the back.

Case Study

Mirinda, a soft drinks brand owned by PepsiCo, strengthened its connection to Indian teens with an online video that helped them talk about stress and depression.

Case Study

Beauty brand Parachute Advansed Body Lotion used a multichannel approach to carve out an identity in West Bengal, India.

Case Study

Denim brand Levi's used a multimedia approach to inspire a co-creation campaign to connect with millennials in China.

Case Study

Contact lens brand ACUVUE® used a three-phase multimedia campaign to target millennials in China.

Case Study

Mouthwash brand Listerine used influencers in an online campaign to persuade millennials in Malaysia to develop a mouthwash habit.

Case Study

Fashion brand Bench used a digital content campaign to appeal to young millennials in the Philippines.

Case Study

Cornetto, the ice-cream brand, used social media and video to target young people in India.