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Article

This event report analyses the process of building a successful brand, from the point of view of three established brands: Just Eat, Disney and Philips.

Research Paper

This paper argues that the influential and widely used Chinese app, WeChat, has created a distinct national digital mindset, specifically representing a unique narrative form that can be leveraged to gain more spontaneous and unmediated responses from Chinese consumers.

Case Study

This case study shows how Plusnet, a broadband service provider, used a brand building campaign to set itself apart in a cut-throat, competitive UK market.

Case Study

This case study details how Microsoft, a technology company, created brand engagement between customers and its online gaming subscription service, Xbox Live.

Article

This article explores how Tencent, which owns QQ Music and WeChat, was able build a successful paid music streaming service in China with a focus on omni-channel marketing, volume of subscriptions over price, and music label partnerships.

News

LONDON: WeChat, a Chinese mobile messaging service, "is the best example yet of how China is shaping the future of the mobile internet for consumers everywhere", according to The Economist.

Article

This article contrasts the most commonly held assumptions about brands from developing and emerging (D&E) markets with the reality.

News

BEIJING: Spending on virtual reality in China is forecast to almost quadruple in 2016 and to more than double again in 2017.

Case Study

This case study details the UK's National Bingo Game Association's campaign to protect the bricks and mortar bingo-halls from the broad implications of the financial crash.

News

NEW YORK: Anheuser-Busch InBev, the brewing group, believes that many brands could benefit from tapping into soccer's growing popularity in the US.

Article

This event report addresses why Anheuser-Busch InBev, the brewer, is aiming to tap into the growth of soccer in the US.

News

NEW YORK: Online gaming publishers, with a tech-savvy readership, report a significant proportion of their audience is using adblockers on desktop and are concerned that this behaviour is about to translate to mobile.

Article

This Company Profile from Euromonitor provides key details and analysis of LEGO Group. Included is a strategic evaluation with key facts about the Danish company, competitive positioning against comparative brands, and assessment of its position in the leisure market.

Article

This playbook provides a guide to holiday shoppers and digital influence on clothing and electronics purchases, examining the ways digital media and mobile devices are used differently among various age groups.

Article

This Company Profile from Euromonitor provides key details and analysis of Microsoft Corp, the owner of brands such as Xbox.

Research Paper

This paper shows how the use of a series of micro-surveys can replace longer surveys and, in turn, tackle two problems of standard access panels: sampling limitations and survey length.

Article

This Company Profile from Euromonitor provides key details and analysis of Sony Corp, the owner of brands such as Playstation.

News

LONDON: More than a half of UK smartphone owners have abandoned a mobile transaction, costing retailers a potential £6bn a survey has found.

News

LONDON: Online advertising by familiar brands is seen by children as a mark of a site's credibility and trustworthiness a new study has found.

Article

This article identifies social media conversation patterns that can help brands become more strategic and tactical in the way they seed and encourage the spread of content.

Case Study

This case study describes a campaign by Canadian Blood Services, an organisation matching people in need of bone marrow or stem cells with donors, which targeted 17-35 year old males to encourage them to sign up to donate.

Research Paper

This study investigates the moderating influences of brand congruence and placement prominence on the impact of game-evoked flow on cognitive and affective outcomes for in-game brand placements.

Opinion

The Warc Prize for Asian Strategy went live on warc.com last night. Warc subscribers can browse all 176 of them here .

Case Study

This case study demonstrates how Mattessons, the processed-meat products manufacturer, connected with UK teenagers using co-creation and social media, successfully changing its marketing model.

Case Study

This case study explains how Amul, an Indian dairy cooperative, tackled slowing milk consumption by presenting it as a natural energy drink to appeal to young people.