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Opinion

Geoffrey Precourt, WARC’s US editor, muses on some advertising strategies that were all the rage in his youth.

Opinion

Nigel Walley, managing director of media consultancy Decipher, is a big fan of addressable TV. UK advertisers, however, do not currently share his enthusiasm, and the reasons can be summed up in two words: distrust and confusion.

Case Study

IHOP, the restaurant chain, used a stunt built for social media and PR to generate buzz and increase sales in the US.

Case Study

NOW TV, the internet TV by Sky, used Women's Day as an opportunity to make a statement and connect with millennials in Italy.

Article

Red Bull, the global drinks brand, undertook a behavioural study to uncover a need-state based segmentation of its audience in order to aid retail partners.

Article

Part of WARC's Marketer’s Toolkit 2019, this report shows why offline experience will matter as much as online customer experience (CX) in 2019.

Article

Global strategies, campaign updates and trends in mobile, apps and games.

Article

Technology is a major driver of innovation in the beauty category, according to Tariq Kahn, VP of Customer Experience at Coty Inc., which houses international brands including Max Factor, Rimmel and Cover Girl.

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.

Article

Details some of the most important lessons shaving brand Friction-Free shaving have learned since it started its business three years ago.

News

Star India, which owns the broadcasting rights for the India Premier League (IPL), is reported to be targeting a 17% increase in ad sales for the 12th season of the tournament, despite the complications surrounding this year’s event.

Opinion

At the Euro Effies, Matt Gladstone, Strategy Partner at Grey London, advised authors of case studies to act like detectives when writing their paper.

Article

Offers an industry overview of alcoholic drinks, including innovation and disruption caused by changing consumer attitudes.

Article

Kraft Heinz, the consumer packaged goods giant, is using an approach called “actvertising” to build on the impact of its advertising.

Article

The New York Times Co., the news organization, is using machine learning to address both newsroom and business problems.

Research Paper

Establishing the relation between online ratings and reviews provides a potentially inexpensive and effective way for restaurants to capture quality improvement hints from customers.

Article

Boehringer Ingelheim, the pharma company, has increased adherence levels and built brand engagement through a digital program that rewards loyalty and certain behaviours.

Article

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.

Article

Mondelez International, the consumer packaged goods company, has fostered engagement with the LGBT community in various ways.

Article

Anheuser-Busch, the brewer, has conducted in-depth research into how women perceive and respond to the beer category as it seeks to drive consumption among this audience.

Article

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Article

Mars Wrigley, the confectionery company, has uncovered powerful new insights regarding the role that its products can play during major seasonal events.

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.

Case Study

Drinks manufacturer Diageo joined forces with TV cooking show MasterChef and created a multimedia strategy to boost spirit sales in Australia.

Article

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.