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Opinion •
Catherine Barr shares the four golden rules of transcreation she’s learnt setting up creative translation agency franklyfluent.
Case Study •
Universal Studios Singapore used outdoor, social media and Spotify to create a fear of missing out among young people in Singapore, to increase visits to its Halloween Horror Nights event.
Article •
Global strategies, campaign updates and trends in newspapers.
Case Study •
Lifebuoy, the world's leading soap brand, created a data-led campaign in Indonesia to raise awareness about the need for handwashing with soap.
Article •
The area of scientific-related claims in advertising is ripe for additional investigative endeavor. This article aims to access the nature and potential deceptiveness of scientific-related claims that appear in cosmetics advertising.
Opinion •
Winning the 2018 WARC Awards’ Social category Grand Prix and Path-to-Purchase Special Award, McDonald’s Full-heart Support for Gaokao campaign achieved unprecedented engagement and footfall for the fast-food restaurant in China.
Opinion •
Grand Prix winner of the 2018 WARC Awards’ Effective Content Strategy category, Coca-Cola’s campaign around the African Cup of Nations in Egypt proves that a single-minded message is not always the answer.
Article •
Sam’s Club, the wholesale club owned by Walmart, has doubled down on the customer experience, and driven impressive results in the process.
Article •
This viewpoint encourages marketers to adapt to and embrace the changes that can be brought about by Artificial Intelligence (AI).
Research Paper •
Patients seeking medical care are traveling greater distances for treatment. The globalization of health care has given rise to a thriving global medical services industry.
Article •
Summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.
News •
Programmatic spend per capita can give advertisers a strong indication of market maturity, but a new global study that examines other factors, such as private marketplace (PMP) adoption, reveals the countries that are leading the way.
Article •
This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
Article •
Summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols) – techniques used by qualitative researchers to deliver cultural insight.
Case Study •
Telecoms operator STC used live streaming from far-flung corners of the Kingdom to prove its network coverage credentials in Saudi Arabia.
Case Study •
ŠKODA, the car brand, used a series of viral videos to increase brand awareness in Taiwain.
Case Study •
Just Eat, the online takeaway ordering platform, used a TV sponsorship to increase awareness and sales in the UK.
Case Study •
John Lewis, the retailer, partnered with broadcaster Sky to make its Christmas ad available on-demand in the UK.
Case Study •
American newspaper The New York Times drew attention to the need for a functioning free press in the US through a multichannel strategy around World Press Freedom Day.
Case Study •
Age UK, the charity dedicated to older people, co-created a TV programme in order to explain the issue of loneliness and increase donations and volunteering in the UK.
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.
Research Paper •
Money Advice Service (MAS), a free and impartial financial advisor in the UK, launched a survey to discover gaps in children’s financial knowledge so it could better prepare them for future financial decisions.
Research Paper •
The AA, British motoring association, turned around a decade of decline by re-introducing emotional brand building as part of a complete marketing overhaul.