Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index


501 results found
Sort by

Article

This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Case Study

This case study shows how STC, a telecommunications brand, increased its equity in the KSA by launching a nostalgic campaign reminiscent of the '70s in a segment obsessed with marketing speed and fast services.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Case Study

This case study explains how Coca-Cola used social media to send a message against prejudice in the Middle East, during Ramadan.

Case Study

This case study shows how Keebler Cookies, a cookie brand, used its iconic mascot to increase sales and bring the brand into the modern US market.

Article

This article examines what publishers can learn from large internet companies like Google and Facebook to increase programmatic revenue.

Research Paper

This paper explains how a streamlined innovation process helped Unilever get ideas to market in China in a shorter timeframe than traditional approaches.

Article

This event report describes a campaign from EasyJet, one of Europe's biggest budget airlines, to make its passengers feel involved in the celebrations of its 20th anniversary.

Case Study

This case study describes how Cigna, the US health insurer, used the fictional TV Doctors of America to promote both its offering, and to encourage preventative care.

Case Study

This case study describes how Hindustan Unilever used direct marketing and mobile content to persuade consumers to play games linked to three of its brands: Domex, Comfort and Surf Excel Matic.

Article

This article identifies five rules for marketers to navigate the post-Trump and post-Brexit landscape and shows how they can change their own messages to succeed.

Article

This article outlines six facets of home that offer a framework through which brands can fit into people's home life and add value to their lives, a rich seam as the creation and maintenance of the home spur countless purchase decisions every day.

Article

This article looks at an exciting new entrant into the growing Indian soft drinks market - Paper Boat, a brand launched in 2013, which originally intended to market an energy drink named Tzinga, but instead recreated some of the traditional fruit drinks of the subcontinent as packaged drinks.

Case Study

This case study explores how Cawston Press, a British soft drinks manufacturer, was capable of increasing sales with its promotion of taste and excitement in a commoditised sector.

Case Study

This case study describes how Kellogg's, a cereal manufacturing company, used one of its brand differentiators to reinvigorate its Rice Krispies brand in Canada.

Article

This article explores the trends likely to shape Singapore's marketing and advertising sector in 2017 including mobile content, experiential activations in retail and the ongoing effects of economic downturn.

Article

This paper explores the current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing - brands must be ready.

Article

This event report outlines some of the core technological trends to have emerged from CES 2017.

News

LONDON/NEW YORK: Six in ten Americans are moving away from 'Big Food', but marketers need to avoid making blanket assumptions about people's eating and purchasing behaviours and understand the different motivations that drive particular groups, ...

Research Paper

This article presents a US study that identifies six types of grocery shoppers, all of whom have different buying behaviours - and different attitudes to Big Food.

Case Study

This case study details how easyJet, the British aviation company, made use of email to increase engagement among its customers.