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Case Study

Beko, a consumer electronics company, used a social media chatbot to connect with football fans in Turkey and improve brand metrics.

Case Study

OMO, the laundry detergent brand, used social media, PR and educational content to change attitudes and increase sales in the Middle East.

Case Study

M&M's, the confectionery brand, used a humorous social media campaign and TV partnership to increase sales in Brazil.

Article

Research from the Cultural Marketing Council has shown the uniquely powerful connection between culture and content.

Case Study

India's leading water purifier brand, Aquaguard, used a low-budget, digitally-led campaign to encourage people to make a real difference to the lives of others.

Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

Case Study

As part of a series of initiatives celebrating its bicentenary, Australian bank Westpac created a kids' rash vest with CPR instructions to highlight its commitment to future generations.

News

NEW YORK: Netflix, the video streaming service, has built a reputation for creating award-winning original shows, such as House of Cards, but it has emerged that a full 80% of its viewing in the US actually comes from licensed TV and movie content.

Article

Land O’Lakes, the food and agriculture company, has enhanced connections with various audiences by helping change perceptions and embracing brand purpose.

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

This article summarises the results of the Global Marketing Index (GMI) for March 2018, where rates of headline GMI growth slowed across all regions.

News

SINGAPORE: WARC today launches the 2018 WARC Prize for Asian Strategy, seeking the best evidence of strategic marketing thinking in Asia.

Article

The Advertising Research Foundation (ARF), the trade body, is encouraging the market-research industry to double down on the use of science in tackling major questions.

Case Study

Emergen-C, a vitamin drink supplement, promoted itself as an everyday wellness brand by releasing a US television commercial featuring young, active people.

Case Study

Chevrolet, an automotive brand, in partnership with Google, a multinational technology company, created a campaign that cut into US consumers' path to purchase through their Google searches and convinced them to buy Chevrolet.

Article

Customer insight is at the heart of innovation and transformation in many businesses, with research helping to create new ideas and reframe familiar problems.

Case Study

Diverse & Resilient, a non-profit organisation in Milwaukee, launched a new condom brand to educate teens on safe sex.

Case Study

Bank of America, a banking brand, increased the brand's sales volume by creating a direct mail and student campaign to address the paint points for students in the US.

Case Study

Mr. Clean, a cleaning brand owned by P&G, reinvented its brand in the US by creating a TV spot for the Super Bowl that revealed the new, hotter-than-ever, Mr. Clean.

News

SYDNEY: Younger Australians are turning away from watching sport, choosing instead to tune into streaming video services for regular doses of comedy, action and sci-fi, according to research conducted by Ampere Analysis.

Research Paper

Many public opinion polls report a mythical margin of error. These reported margins of error are calculated on the basis of a nonexistent (fictitious) dichotomous poll question and are completely unrelated to the actual question responses in a poll.

Research Paper

In this article, we report the results of a study that tested a values-based method of predicting political election results.

Article

Marketing researchers must be willing to take more risks as they look to cement their place in a rapidly-changing ecosystem.

Article

The Australian TV industry is undergoing major changes, especially as millennials move away from sport and news into time-shifted viewing and streaming online.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.