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Opinion

Jem Fawcus from Firefish outlines why TV is such an effective channel for purpose-led campaigns, enabling brands to tap into audiences that are primed for strong emotion-led messaging.

Case Study

Nippon Pylox, a Malaysian spray paint brand, increased sales despite a limited marketing budget by understanding its target audience.

Case Study

Transnational consumer goods company Unilever updated its corporate 1001 Inspirasi Ramadhan campaign to create unprecedented standout during Ramadan, Indonesia's busiest retail period.

Article

Marketers get better return on investment from multichannel marketing strategies than investing in a single channel.

Case Study

Toyota, the car brand, used branded content to increase sales of its hybrid car models in Europe.

Case Study

Neutrogena, the personal care brand, tapped into online beauty tutorials to improve top-of-mind awareness of its facial wipes among Argentinian consumers.

News

In retrospect, 2018 will be regarded as the year purpose went mainstream, says the chief marketing officer of IKEA in a new WARC report that highlights brand purpose strategy trends for effective marketing.

Case Study

Beer brand Michelob used an influencer strategy to grow awareness and sales in Mexico.

Case Study

An innovative scientific approach helped StarHub, one of the top telecommunication companies in Singapore, target the optimum media platforms and channel mix for introducing a new parental control tool for mobile users.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.

News

Roku, the online streaming TV service, is aiming to fuel growth via advertising and a capacity to show the direct business results of that advertising.

Article

A recent study by specialist media consultancy, Work Research, reveals there is disparity between marketers’ desires to pursue long-term brand building strategies and the reality of allocating media money to short-term sales response channels.

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.

News

TV is in decline, but it is still perceived as an effective medium; addressable TV remains a promise; the TV industry looks likely to consolidate.

Case Study

Shell Select – the petrol station convenience store – ran a multichannel campaign to increase footfall and boost sales in Malaysia.

Case Study

Laundry detergent brand Ariel used a 360 campaign in the Philippines to successfully break the spell of fragrance, which had become the new normal in a category about clean.

Case Study

Thai alcoholic beverage company Chang Beer caused a perception shift by re-branding with a focus on Thai craft quality.

Case Study

Telco brand Maxis used digital and experiential media to target the older generation of mobile users in Malaysia.

Case Study

The Association of Philippine Broadcasters, an industry body, created a video to encourage tolerance towards Muslims.

Case Study

Quick-service food brand KFC launched a fun gameshow-based campaign in Malaysia to raise brand awareness and increase sales in a competitive sector.

Case Study

Telecoms company Vodafone India grew its user base and data usage by positioning its network as strong and reliable in response to a rival's disruptive entrance to the market.

Case Study

Malaysian biscuit brand Lexus gained penetration and market share by running a multimedia campaign around a new product launch focusing on mothers and families.

Case Study

Mouthwash brand Listerine used an innovative media mix to reverse its sales decline and grow the category in Malaysia.

Case Study

Livon, a hair-care brand, used a TV ad and digital media campaign to connect with young people in India and increase sales.

Case Study

Maxis, Malaysia's leading premium telco brand, used an emotive story-based strategy to highlight the importance of a great network connection and stand out from the competition.