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Opinion

Strategists often benefit from an outsider’s eye, observes David Tiltman, Content Director at WARC, as he explores the story behind SK-II’s Marriage Market Takeover: this used an element of Chinese culture so ingrained as to go unspoken as an emotional springboard for a stunningly effective campaign.

Article

Provides advice for marketers on how to better meet the needs of different genders and highlights the potential problems for brands with gender issues.

Case Study

Soft drink brand Coca-Cola used a multimedia campaign to develop a long-term role for the brand by associating it with the Thadingyut festival in Myanmar.

Case Study

Taiwanese maternity brand Mamaway carried out a major rebranding exercise using online to connect with younger mothers outside its Taiwan and China heartlands.

Case Study

Sri Lankan liquefied petroleum gas supplier, Litro Gas, used a digital campaign to increase brand recognition among domestic consumers.

Case Study

Garuda Indonesia Airlines, a premium airline operating international and domestic flights in Indonesia, improved its ROI for social media, paid search and email marketing by improving targeting.

Case Study

The Akanksha Foundation, an education NGO in India, recruited more teachers with an eye-catching social media campaign.

Case Study

Streaming platform Netflix used a combination of OOH, experiential, radio and online to launch its series The Crown in Singapore.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2017.

Article

This Company Profile from Euromonitor provides key details and analysis of Japan Tobacco Inc, the owner of brands such as Camel, Winston, Mild Seven and Glamour.

Case Study

Publicis LifeBrands, a healthcare advertising agency, helped a multinational pharmaceutical company (unnamed) transform one of its drug products into a true brand.

Case Study

Whiskas, a cat care brand, stood out in the digital market by utilising popular culture and creating the 'Kitten Kollege' campaign in the UK, which taught owners about cat care and kittens about being an adult cat.

Case Study

Dove, the personal hygiene brand, successfully developed a campaign that challenged women's perception of beauty throughout the UK.

Case Study

Disney, a multinational conglomerate, collaborated with AdColony to launch a mobile campaign to advertise its new film ‘Moana’ through interactive video.

Case Study

This case study details how Yapi Kredi, a Turkish banking brand, provided customers with a seamless experience by creating a digital application for easier banking in Turkey.

Article

This article offers five tips from Unilever's VP of Global Media in Asia, David Porter, on how FMCG companies can adapt to Asia's changing media landscape.

Article

This Company Profile from Euromonitor provides key details and analysis of E&J Gallo Winery Inc, the world’s largest vintner, accounting for 3% of global volumes in 2016.

Case Study

This case study explains how UNIQLO, a Japanese clothing retailer, launched its brand in Toronto despite a wave of store closures from well-established Canadian and international brands.

Article

This article explains how brands can best tackle safety concerns around the placement of display, video or native ads adjacent to illegal or inappropriate content.

Case Study

This case study explores how Kimberly-Clark Professional*, business vertical of personal care brand Kimberly-Clark, grew revenue of its products in North America and Asia Pacific through a campaign encouraging Building Managers to leverage restrooms to build tenant preference.

News

LONDON: The four-day Islamic festival of Eid al-Adha begins in the UK on Friday, yet some Muslim retailers and marketers are surprised big retailers haven’t seized the opportunity in the way they do for Christmas and other events in the ...

Research Paper

This report explains the challenge for global brands of creating cultural impact and provides seven best practices for brands to become a global icon whilst retaining strong local relevance.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

News

SHANGHAI: The Coca-Cola stable of brands in China is driven by consistency and staying true to the brand’s core values, according to a senior executive at the company.

Article

This article outlines how Coca-Cola has approached growth in China with a focus on consistency, brand differentiation and core brand values.