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Article

This article provides guidance and reading on what is possibly the oldest and most recognisable advertising medium, how it is adapting to the digital present and taking on the complexities and varieties of a continuously relevant medium.

Article

While the attention economy focuses on clicks, shares and instance gratification, out-of-home (OOH) advertising can achieve long-term brand salience and value.

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Article

Philip Morris International is shifting away from cigarettes, its traditional business driver, and towards smoke-free products that offer a healthier alternative to existing smokers.

Article

Provides marketers with information about the risks of online ad fraud, which is costing the industry billions a year, and ways of taking action against it.

Article

Summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.

Article

This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.

Opinion

Sam Thomson of The Body Shop discusses CX, the role of the store, and a return to brand-building,  as part of a series of interviews with CMOs for WARC’S Toolkit 2019 report.

Article

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

News

The largest gambling companies in the UK have voluntarily agreed to end all TV ads served during live sports broadcasts, in a move that is most likely to affect football.

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.

Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

Case Study

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

Article

This article provides marketers with information and guidance about attribution and marketing mix modelling.

Case Study

Baby care brand Pampers created a programme of paediatrician-led workshops to boost nappy sales by targeting young mothers and their mothers-in-law in India.

Case Study

Telecoms operator STC used live streaming from far-flung corners of the Kingdom to prove its network coverage credentials in Saudi Arabia.

Case Study

KFC, the fast-food brand, used a partnership with a video game to increase sales in China.

Case Study

American newspaper The New York Times, used a global multichannel strategy to draw attention to the need for a functioning free press around World Press Freedom Day.

Case Study

Mouthwash brand Listerine partnered with TV programme The Voice to reach audiences across Latin America.

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.

News

The combination of data and technology is crucial to the development of smart cities – one of Admap’s Drivers of Change in 2019 – but their past will dictate much of how that plays out and influence how marketers approach their ...

Case Study

Instituto Maria da Penha (IMP), a Brazilian non-profit for victims of domestic violence, raised awareness of the issue in a 24-hour activation that gained 177 million impression in 24 hours.

Research Paper

The Centre for the Protection for the National Infrastructure (CPNI), the lead government authority for protective security advice, embarked on a four-year research programme to support the government’s counter-terrorism (CT) strategy in protecting the transport network from terrorism in the UK.

Case Study

Dortios, a tortilla chip brand, increased purchase intent and positive brand sentiment in Brazil by launching rainbow Doritos during pride month and raising money for an organisation supporting at-risk LGBT people.