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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.

News

Responding to what consumers care about, in terms of both internal working practices and recognising external concerns, can boost businesses, two recent studies suggest.

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.

Case Study

Registraduría Nacional de Colombia, the government agency of Colombia that collects and stores statistics on its citizens, promoted voting among Columbia’s youth to decrease abstention rates.

Research Paper

The Financial Conduct Authority, a conduct regulator for financial services and financial markets in the UK, increased awareness of the 2019 PPI complaints deadline through a creative campaign based on consumer research in the UK.

Case Study

Reclame Aqui, a Brazilian complaints website, exposed corrupt politicians during elections in Brazil by launching a mobile app that used political data to highlight corrupt politicians when a phone was pointed at them.

Case Study

Oxfam, a confederation of 20 independent charitable organisations, uncovered insights into how people viewed the issues it campaigns on globally to promote its Even It Up campaign against poverty worldwide.

Case Study

American non-profit organisation, the National Safety Council, raised awareness of prescription opioid overdose in the US with an innovative live experience, supported by a multimedia campaign.

Case Study

Hair care brand Pantene in Israel decided to revitalise its Beautiful Lengths campaign, a global charity drive that enables people to donate hair for women who have lost their own due to cancer treatment.

Article

How to overcome five critical challenges of activating brand purpose as exemplified by US brands.

News

A key behaviour of brands with a strong effectiveness culture is language and communication, and between marketing and finance in particular, research suggests.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Article

The work of Les Binet and Peter Field has established that the most effective advertising is split 60:40 between brand building and activation; their latest research looks in more detail at how this works in the context of different categories and purchase behaviours.

Case Study

The National Union of Journalists of the Philippines, a Filipino journalist trade union, combatted the spread of fake news by releasing a browser plug-in app that alerts the user to flagged articles.

Case Study

Non-profit organisation The Women’s Foundation created a fake plastic surgery clinic to spark social media buzz and challenge gender stereotypes in the workplace and the media in Hong Kong.

Case Study

Bahay Tuluyan used a graphic online film campaign to raise awareness of child abuse in the Philippines.

Case Study

Nanhi Kali, an organisation working for girl children education in India, used a storybook-based campaign to raise awareness and increase donations.

News

Brands representing 20% of the plastic packaging produced globally are among signatories to a new United Nations commitment to eradicate plastic waste and pollution.

Research Paper

Paragon Partnership, a data and insight company, BBC Media Action, a British broadcaster's international development charity, and market researcher Big Sofa came together to solve an important industry issue – the quality of qualitative research globally.

Article

The relationship between finance and marketing departments is changing for the better, according to a senior industry figure; a mature, mutually understanding relationship between the two will be transformational for business.

Case Study

Child Focus, the Belgian centre for missing children, managed to increase the number of shares of missing child posters on social media by 387%, and a missing child was found and returned home safely.

Article

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2018 WARC Awards.

Case Study

Art Fund, a British charity, used emotional campaigning and its first ever film, to raise its sales performance of the National Art Pass.

Case Study

National Safety Council (NSC), launched a national debate about prescription opioid related deaths in the US via its “Prescribed to Death” campaign, which equipped Americans with the knowledge and tools to have a conversation with their doctors.

Case Study

Narayana Health, a chain of hospitals, helped teach women in India about breast self-examination via bathroom stickers that have led to a 15.6% increase in the rate of breast cancer detection.