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Article

Huggies, the diaper brand owned by Kimberly-Clark, enhanced its position in Canada thanks to its “No Baby Unhugged” positioning.

Article

Huggies, the diaper line owned by Kimberly-Clark, has found success in Canada through embracing a clear sense of brand purpose.

Article

Everyone has their own perspective on the challenges facing the advertising industry.

Article

Retailers looking to develop their in-store experiences should consider all the senses, not just sound and vision.

Article

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

Article

L'Oréal, the beauty company, is building an e-commerce playbook that is helping it succeed in this increasingly valuable arena.

Opinion

Following major moments of scrutiny on a brand, any reaction must have a broad reach and gravitas. Newsworks’ Liz Jaques explores how brands like KFC, Tesco, Oxfam, and – notably – Facebook have done this.

Opinion

For planners, spending time outside the bubble of adland is a necessity, argues Deutsch’s Rob Campbell in an essay for  WARC’s Future of Strategy report 2018 .

News

NEW YORK: The whole point of advertising at the Super Bowl is to find as many engaged viewers as possible.

Article

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

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.

Opinion

Kristen Fox – Director, Social Media & Digital Analytics, CP+B, judged the Effective Social Strategy category at this year’s WARC Awards.

Case Study

Vicks, an American brand of over-the-counter medications, redefined family in modern times through a digital film: #TouchOfCare.

Case Study

Danone, a multinational food-products corporation, increased awareness of the protein deficiency across India by launching multiple social media campaigns and a protein calculator to help people take the pledge of eating more protein.

Article

Covers WARC's session in Cannes this year: "Lessons from the world's best campaigns", with a recording of the presentations given by Alaina Crystal, strategy director at AMV BBDO London, Paul Bichler, ECD at Saatchi & Saatchi New York and David Tiltman, head of content at WARC.

Case Study

Philips, a Dutch multinational technology company, promoted its healthcare and personal health product portfolios in India by launching Philips Homecare to help people recover at home, freeing up hospital beds.

Case Study

ITC, an Indian stationery company, promoted its Classmate stationery brand by introducing an online shop where children could personalise their notebooks.

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.

Article

Condé Nast, the media company, and Neuro-Insight, the research firm, employed neuroscience to understand the impact of pharmaceutical ads in different online environments.

Article

With the concept of a modern family evolving faster than ever, marketers should tap into enduring insights about what motivates family time and understand how children are involved in family purchase decisions.

Article

A research project by Channel 4 and ITV looked at the impact of advertising on broadcast video on demand (BVOD) alongside traditional linear TV.

Article

Some audiences – especially young people – are migrating to video-on-demand services from their tradtional TV broadcasters, and this offers challenges (consistent measurement) and opportunities (VOD-specific commissioning) for media owners.

Article

Crayola, the crayon brand, kickstarted a major turnaround thanks to a program that “retired” an existing color and allowed consumers to pick its replacement.

Article

Marketers know that brand loyalty is partly based upon passing brand equity from generation to generation and often leverage that heritage with customers.

Article

China is leaping ahead in many aspects of tech-driven brand experience, but still lags behind in voice technology.