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Opinion

Catherine Barr shares the four golden rules of transcreation she’s learnt setting up creative translation agency franklyfluent.

Case Study

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

Research Paper

Takeda, a pharmaceutical company, used a ground-breaking approach in conducting a global study to find out why its brand was not being prescribed by doctors.

Article

Summarises the key findings from strategic insight consultancy Flamingo's new report, which looks at Generation Z and their expanding notions of authority.

Case Study

Retailer Big Bazaar leveraged Google's search algorithm to get the most out of search and drive footfall in its stores in India.

Opinion

The banning of a Christmas TV ad for retailer Iceland highlights contradictions at the heart of the UK's political ad regulations –  rules,  argues politicaladvertising.co.uk’s Benedict Pringle, that were made for a more limited media world and which need updating.

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

Major sporting brands are looking to extend their reach beyond existing markets, a trend that involves developing digital and content-producing capabilities.

Article

Provides personalisation success stories in India from brands such as Uber, Suzuki and Flipkart and explains what makes them work.

Case Study

Shell Select – the petrol station convenience store – used limited-edition specially designed bottles of its own-brand water as a promotion to drive footfall and increase profit margins in Malaysia.

Article

This Company Profile from Euromonitor provides key details and analysis of L'Oréal, the owner of brands such as Garnier, Body Shop and Lancome.

Case Study

Dabur Real, India's market leader in juices and nectars, found a new occasion for consumption, growing sales of its own brand and the category as a whole.

News

Asian companies are moving away from a fixed approach to brand architecture, whether that’s the “branded house” or the “house of brands”, in favour of a hybridisation strategy, according to an industry figure.

Case Study

Harry’s, the subscription shaving brand, reached a broad audience of men in the US and the UK to connect their brand with progressive ideas of masculinity.

Case Study

Tenderstem, a branded hybrid of Chinese kale and broccoli, increased sales of its speciality vegetable by creating ads featuring a playful Tenderstem character who addressed the barriers of cooking.

Article

Discusses the changing approach to brand architecture from brands in Asia.

Article

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2018 WARC Awards.

Case Study

Retail chain Big Baazar drove traffic to its stores in India through an online-to-offline strategy that leveraged Google Search.

Case Study

Big Bazaar, an Indian retail store, increased brand buzz and searches by introducing Smart Search on Google, which put targeted offers and promotions at the top of Google Search results.

Case Study

Lidl, a value supermarket, increased the number of trips its shoppers in Ireland made by introducing a high impact campaign on digital, TV, OOH and press.

Opinion

Nick Speakman, Founder and Head of SPORF, discusses the ever-changing social media landscape and how success is measured in the industry.

Case Study

Whisper, a feminine hygiene brand, used a campaign that challenged society's expectations of women to connect with young women in India.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across APAC on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Article

Hilton, the hotels group, has successfully established social-media guidelines and practices that can bring consistency across its many brands and properties.