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Article

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Case Study

JetBlue, a regional US airline, built emotional engagement and drove consideration by showing flyers and mothers alike that it understands the hardships of a crying baby on a flight.

News

TOKYO: Coca-Cola has applied its Integrated Marketing Communication (IMC) philosophy to product marketing in Japan, which is Coca-Cola’s most profitable market internationally, according to a senior marketer at the company.

Case Study

The Scottish Government took a calculated risk with its 2016/17 organ donation campaign, which deliberately avoided tugged-heartstrings in favour of positivity, humour, naked bodies and transplant scars on proud display.

Article

Coca-Cola has applied its Integrated Marketing Communication philosophy to its product marketing in Japan, the company’s most profitable market internationally.

Case Study

Kaspersky Lab, a cybersecurity business, encouraged people in the UK to protect their data by turning personal data into a currency.

News

NEW YORK: A study published in the Journal of Advertising Research (JAR) offers fresh insight into the relationship between a brand’s sales and its paid and digital owned media.

Research Paper

Kantar, the Data Investment Management division at WPP, designed a new framework for the brand purchase funnel in Asia in order to leverage the power of consumer data and turn it into impactful marketing results.

Case Study

Abbott, a global healthcare company, used a multi-channel financially-focused communications campaign in the US to shape its financial narrative and ensure its investor base valued the company.

Article

Wendy’s, a fast-food restaurant chain, launched a PR and social media campaign that used a follower’s tweet to start a playful Twitter competition to beat the most retweeted Tweet ever, Ellen DeGeneres’ Oscars selfie.

Case Study

National Dairy Council, a community that promotes the health and industry benefits of dairy, launched the Undeniably Dairy campaign in the US to improve consumers' perceptions of dairy.

Case Study

Bank of America, a financial institution, used an integrated marketing approach to launch its Friends Again campaign in the US and promote its new peer-to-peer mobile payment system, Zelle.

Case Study

P&G, a multi-national consumer goods corporation, launched its My Black is Beautiful (MBIB) community-building program in the US by creating a short film that highlights conversations that black parents have to have with their children about bias.

News

GLOBAL: In a marketing environment where greater emphasis is being placed on customer experience, marketers need to consider adopting a measure for share of brand experience rather than continuing to rely on share of voice.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

Global strategies, campaign updates and trends in the spirits category.

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

Article

Looks beyond share of voice to a new metric – share of brand experience – and explains how it is an improvement on SOV for budget-setting in five ways.

Case Study

P&G, a multi-national consumer goods corporation, relaunched its My Black is Beautiful (MBIB) community-building program by creating a short film that highlights conversations that black parents have to have with their children about bias.

Case Study

Arla, a dairy producer, created the 12 Days of Grilled Cheese on social media to introduce US consumers to its new cheese slices.

Article

Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.

News

GLOBAL: Campaigns for UK broadcaster Channel 4, US confectionery brand Extra Gum and detergent brand OMO in the Middle East are among the winners announced today in the Effective Channel Integration category in the 2017 WARC Media Awards.

Case Study

Car maker Hyundai launched the new B-SUV Creta car in Brazil leveraging its brand reputation.