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Article

Procter & Gamble, the consumer goods giant, made a bold commitment to equality with “The Talk”, an ad based around the difficult conversations black parents are forced to have with their children.

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

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.

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.

Case Study

The National Union of Journalists of the Philippines, a Filipino journalist trade union, combatted the spread of fake news by releasing a browser plug-in app that alerts the user to flagged articles.

Case Study

Non-profit organisation The Women’s Foundation created a fake plastic surgery clinic to spark social media buzz and challenge gender stereotypes in the workplace and the media in Hong Kong.

Case Study

Indian sports channel network Star Sports broadcast the Indian Premier League for the first time with the aim of reaching an audience of 500 million.

Case Study

Bahay Tuluyan used a graphic online film campaign to raise awareness of child abuse in the Philippines.

Article

Bodyform/Libresse, the global feminine hygiene brand, made a campaign that shocked media owners, whose rejections fuelled the campaign creative to win a Titanium Lion at Cannes.

Research Paper

Advertisers prefer second-by-second measurements of advertisements over program ratings, but collecting individual viewing data that are accurate to the unit of one second is very difficult and expensive.

Case Study

The Coca-Cola Company, a manufacturer and retailer of nonalcoholic beverages, and Edhi Foundation, a non-profit social welfare programme in Pakistan, collaborated to collect donations during Ramadan – a period of celebration of Muslims – sparking brand love throughout Pakistan.

Research Paper

Paragon Partnership, a data and insight company, BBC Media Action, a British broadcaster's international development charity, and market researcher Big Sofa came together to solve an important industry issue – the quality of qualitative research globally.

Research Paper

Nestlé, a transnational food and drink company, analyses the threat posed by challenger brands in India and shows their true impact while suggesting strategies that can work for brands.

Research Paper

Brands need to understand how consumers perceive them, but surveys and other methods for retrieving data are time consuming and expensive, so the participants in this study used social media to leverage the structure of relationships between brands and consumers.

Article

HSBC went back to its Hong Kong roots to rediscover its brand purpose of working together to achieve prosperity and to develop a new direction that would address the challenges it faced around trust, customer expectations and the rise of new fintech brands.

Article

Explores how the clean up of digital advertising is likely to unfold as we approach the end of 2018, following the industry’s brand safety scandals, changing viewability demands, and ad fraud developments.

Article

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2018 WARC Awards.

Case Study

Visit Flanders, the Flemish tourism authority, forged an emotional connection between the tragic anniversary of the WWI battle of Passchendaele and potential visitors from Europe, North America and Australia to reverse visitor declines to Flanders Fields' WWI battlefields.

Case Study

Art Fund, a British charity, used emotional campaigning and its first ever film, to raise its sales performance of the National Art Pass.

Case Study

Child Focus, the Belgian centre for missing children, managed to increase the number of shares of missing child posters on social media by 387%, and a missing child was found and returned home safely.

Case Study

Mexico successfully promoted The Dual Year Germany-Mexico 2016-2017, an event to promote unity between the two nations, through a year-long campaign that involved branding and corporate image, public relations and social networks strategies.

Case Study

Asociación Mutual Israelita Argentina (AMIA), an NGO, released 'Memoria AMIA', a seven-minute video showing popular Argentinian musicians performing the song 'La Memoria', which had a wide online reach.

Case Study

National Safety Council (NSC), launched a national debate about prescription opioid related deaths in the US via its “Prescribed to Death” campaign, which equipped Americans with the knowledge and tools to have a conversation with their doctors.

Case Study

Ad Council, an American non-profit organization, convinced school dropouts to get their diploma in the US by launching No One Gets a Diploma Alone, to show the support they would receive.

Case Study

Narayana Health, a chain of hospitals, helped teach women in India about breast self-examination via bathroom stickers that have led to a 15.6% increase in the rate of breast cancer detection.