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Article

Warns against uncritical use of data and advises that marketers should champion insight to bring its wisdom to the boardroom.

Case Study

Marston's, a British brewery, increased its market share in the UK by redesigning its bottles to better illustrate its origins and make it stand out in its category.

Opinion

Some clients withhold their permission for a case to be submitted for the IPA Effectiveness Awards. Here, the IPA Effectiveness Editor Carlos Grande shares seven ways to win them over.

Opinion

For Mike Teasdale, the notion of brand love is a flawed one, believing it to be nothing more than a habit with some emotion or nostalgia thrown in.

Article

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

Article

Management of data risk should be seen as an opportunity, rather than a box-ticking exercise, for organisations to build stronger customer relationships.

Case Study

PayPal, an online payments system, used comedic films in the UK to reach people who owe money to friends or family and encourage them to download the PayPal app to repay their debt.

Research Paper

Newsworks, the British marketing body for national newspapers, used meta-analysis and original research to establish that newsbrands are incredibly effective at supercharging campaign effectiveness in the multi-media landscape.

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

Opinion

The Association of National Advertisers’ annual Masters of Marketing conference painted a depressing picture, says Gareth Kay, with driving greater efficiency being lauded over the creation of valuable brands and end-to-end brand experiences.

Article

McDonald's has long been the subject of rumour and supposition around the contents of its products; the campaign has not been easy for the US-headquartered QSR, but it is beginning to shift the dial and regain trust in the UK.

Case Study

John Lewis Insurance, the insurance branch of the UK retail brand, delivered impressive sales results with a campaign featuring a child ballerina twirling in her home.

Case Study

The Bank of New Zealand (BNZ), a financial services company, launched a campaign that showed New Zealanders how much they could save on their mortgages if they switched to BNZ.

Article

This interview examines the success of the Art Fund non-profit’s Art Pass campaign in the UK.

Article

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.

Article

This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.

Case Study

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Case Study

This case study explains how Lifebuoy, the soap brand, extended its 'Help a Child Reach 5' initiative to more countries with the help of donors by releasing an emotional film online.

Case Study

This case study explains how Age UK, the British charity for older people, worked with a retail partner to create an emotional ad campaign to raise awareness of loneliness and increase donations.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.

Case Study

This case study shows how TSB, a financial services brand, improved brand metrics by adopting a purpose-led campaign that defined its business in the UK.

Case Study

This case study shows how Lifebuoy, a soap brand, successfully changed mothers' hand-washing habits in India with an emotional campaign about child mortality.

Case Study

This case study shows how Ikea, a furniture brand, became more than an occasional furniture shop, and took up the role of the UK customer's ally in their daily routine.

Article

This article looks at how brands can make a big success, while having a small budget, and what lessons can be learned from successful brands in this area.

Article

This article examines how brands should prepare for the end of TV as the pre-eminent brand-building medium, as TV viewing is disrupted by time-shifted and on-demand viewing.