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News

CAMBRIDGE, MA: In the not too distant future, consumers will rely to a significant extent on AI assistants, with brands having to shift their efforts from building consumer relationships to optimizing their positions on AI platforms, according to ...

Article

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

Case Study

Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.

Case Study

Bodyform, the feminine hygiene brand, used a TV ad and social media to break taboos and connect with women in the UK.

Article

Brand Alley, the online retailer, approaches the issue of customer centricity from three different angles in order to deliver an effective experience to its members.

Article

Walgreens, the health and beauty retailer, is putting its brand at the heart of efforts to transform its wider business.

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.

Opinion

Marketing as a profession has allowed itself to be moved downstream, and ‘business consultants’ have come in to fill the void.

Article

Global strategies, campaign updates and trends in the savoury snacks category.

Article

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

Article

This article offers advice on using behavioural science to connect with shoppers in Thailand.

Case Study

Kellogg's, a multinational food manufacturer, increased brand awareness of its Rice Krispies Treats by redesigning the packaging as a lunchbox note to appeal to parents in the US.

Article

This Company Profile from Euromonitor provides key details and analysis of H&M Hennes & Mauritz, the owner of brands such as H&M, COS, and & Other Stories.

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.

Article

Examines the potential of artificial intelligence in business and of its impact on human society in the long term.

Article

Describes how brands can achieve growth by using common sense, instead of following current industry fashions.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Article

L'Oréal, the beauty company, could deploy artificial intelligence (AI) in a variety of ways as it seeks to build new forms of consumer engagement.

Opinion

With 2018 set to be a bigger year than ever for social media, Solberg Audunsson outlines what will be the biggest trends such as influencer audiences driving brands, sponsor tagging and Instagram’s one billion active monthly users.

Article

This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

Article

This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

Article

This paper explains the concept of New Product Development (NPD) - the process of bringing a new product to market - and how to ensure its success.

Article

This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.

Article

Work carried out for multiple global brands suggests a number of factors contribute to a bad consumer experience online, with a few common themes that continue to frustrate customers.

Research Paper

Food advertising is widely believed to influence children’s food preferences, although the evidence is not conclusive.