Article
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Geoffrey Precourt and Reed Karaim, Event Reports, ANA Digital & Social Media Conference, July 2018
Mastercard, the payments company, has tackled various issues that face any brand seeking to adopt a more integrated approach across numerous markets.
Article
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Stephen Whiteside, Event Reports, CommerceNext, July 2018
Levi’s, the apparel retailer, is transforming the bricks-and-mortar retail experience to make it more engaging for shoppers.
Article
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Brooke Hemphill, Event Reports, Mumbrella Finance Marketing Summit, July 2018
Locally-owned Kiwibank successfully grew market share vs New Zealand’s big banks by focusing on financial education and behaviour change via creating its own unbranded TV show.
Article
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Stephen Whiteside, Event Reports, Cannes Lions, June 2018
Samsung, the electronics giant, is pursuing ideas that can encourage “digital wellness” among consumers.
Article
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Stephen Whiteside, Event Reports, Cannes Lions, June 2018
L'Oréal, the beauty company, is building an e-commerce playbook that is helping it succeed in this increasingly valuable arena.
Article
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Tom Doctoroff, WARC Exclusive, August 2018
Online identities in China are very different to those in the West – marketers should consider media consumption patterns, compartmentalised identities and individualism vs collectivism.
Article
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WARC Exclusive, August 2018
Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.
Gunn Report
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Gunn Insights, July 2018
In the lead up to the World Cup Qualifiers, Orange, a telecommunications provider, spoke to Egyptian football fans through a darkly comedic music video that gave the nation’s football team an ultimatum.
Article
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Stephen Whiteside, Event Reports, Cannes Lions, June 2018
Cisco, the technology enterprise, has found that business-to-business (B2B) marketing has a much stronger emotional component than is often assumed.
Case Study
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SABRE Awards, South Asia, Financial & Professional Services, 2018
Aye Finance, a financial service provider, empowered the MSME (Ministry of Micro, Small and Medium Enterprises) in India by specially training its teams to help give advice and lessons to MSME members.
Case Study
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SABRE Awards, South Asia, Public Sector/Government, 2018
Staqu, an AI startup, launched its AI-based Human Efface Detection technology to help technologically progress the Indian Police Department.
Case Study
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SABRE Awards, South Asia, Special Event, 2018
The National High-Speed Rail Corporation Limited (NHSRCL), an organisation implementing a high speed train project in India, increased positive perception of the initiative by inviting media and influencers to a launch event.
Research Paper
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Lefa Teng, Guanzhi Zhao, Yuanyuan Wu, Hongyu Fu, and Jiajing Wang, Journal of Advertising Research, Digital First, July 2018
Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.
Article
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Matthew Hearn, Research on WARC, July 2018
Research by Ipsos shows that brands and advertising can profit from highly emotional events like the World Cup by creating strong links to the event, proving that context can make a big difference to the emotional response to advertising.
Article
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Johnny Vulkan, Admap, July/August 2018, pp. 24-26
Offers examples of five practices that can turn planning into an active and reactive tool, that is in constant use within an agency structure.
Case Study
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Remie Abdo, WARC Prize for MENA Strategy, Shortlisted, 2018
New museum Louvre Abu Dhabi took its famous artworks to the people to generate brand love and increase footfall.
Case Study
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Dana Al-Kutoubi, WARC Prize for MENA Strategy, Shortlisted, 2018
Telecoms company Saudi Telecom Company used a light-hearted campaign to increase the number of subscribers to its fixed internet network in Saudi Arabia.
Case Study
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Naila Fattouh, WARC Prize for MENA Strategy, Shortlisted, 2018
Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.
Case Study
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Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2018
Banking brand Emirates NBD created a unique programme to help people with disabilities into employment in the UAE.
Case Study
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Dana Al-Kutoubi, WARC Prize for MENA Strategy, Shortlisted, 2018
Telco Saudi Telecom Company launched the Unveil Saudi campaign to strengthen the association with its claim to have the widest coverage across the Kingdom.
Case Study
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Vishal Badiani, WARC Prize for MENA Strategy, Shortlisted, 2018
Auto maker Nissan took advantage of the royal decree granting women the right to drive in Saudi Arabia by launching a campaign to drive top-of-mind awareness.
Research Paper
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J. P. James and Tyrha M. Lindsey-Warren, Journal of Advertising Research, Digital First, June 2018
Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.
Article
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Brian Carruthers, Event Reports, Market Research Summit London, May 2018
The ambient cake category is seen as old fashioned and has experienced a decline in purchase intent.
Opinion
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Sam Peña-Taylor, June 2018
As the 2018 World Cup group stages come to a conclusion, certain brands have shown their marketing colours.
News
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25 June 2018
GLOBAL: Mars, the multinational food group and one of the biggest advertisers in the world, is calling on other brands to join it in a global initiative aimed at funding animal welfare and conservation projects.
