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News

Chinese smartphone maker OPPO follows a “simple and focused” strategy when it comes to marketing and advertising in India, according to its local brand director – but this approach has entailed significant investment which has yet ...

Article

Explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.

Case Study

Sedal, a hair care brand, partnered with YouTube influencer Yuya, to reach teenage girls in Argentina.

Case Study

Burger King, a fast food restaurant chain, got involved in the cultural conversation surrounding coxinha, a fried dough food, in Brazil by launching its own version of the snack, Coxinha Fries.

Research Paper

Google, a multinational technology company, created two studies that delivered empirical findings to uncover the effectiveness of an offline campaign in France.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2018.

Case Study

Maybelline New York, the makeup and cosmetics brand, maximised the use of its new endorser, William Chan, to drive sales of its new Color Sensational lipstick range in China.

Article

India’s marketers are looking toward influencer marketing, but with the scene still being somewhat of a ‘Wild West’, how can they succeed?

Research Paper

Researchers from The House of Insights and Haystack International partnered to develop a tool that can predict the likelihood of a flavour succeeding in any given beverage market in the world.

Research Paper

Nailbiter, the technology platform, used its video market research capability in the US to produce better consumer insights for Airwick, an air care brand and Lysol, an American cleaning products brand.

Case Study

Laundry detergent brand Ariel used a 360 campaign in the Philippines to successfully break the spell of fragrance, which had become the new normal in a category about clean.

Case Study

Malaysian biscuit brand Lexus gained penetration and market share by running a multimedia campaign around a new product launch focusing on mothers and families.

Case Study

Mobile phone brand Samsung used a personalised digital campaign to defend its position and drive purchase of its new Galaxy A 2017 smartphone in Indonesia.

Case Study

Hair care brand Pantene created a new category within hair care in Indonesia to increase its market share.

Research Paper

This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media.

Article

Global strategies, campaign updates and trends in the dairy, fats and oils category.

Case Study

Art Fund, an independent membership-based British charity, increased awareness of its Art Pass in the UK by launching a multimedia campaign, which included a film and Student Art Pass Tinder profile.

Case Study

Durex, a condom brand, convinced India's youngsters to make their first sexual experience enjoyable and safe with innovations that made condoms inconspicuous to buy and carry.

Case Study

Forevermark, a luxury diamond brand, was able to drive consideration of its new product launch, The Forevermark Tribute™ Collection, and drive local jeweler discovery.

Article

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2018 WARC Awards.

Case Study

TD Ameritrade, a financial-services provider, was able to build awareness of its new offering by using digital to connect with its potential customers.

Case Study

Colgate, a brand of oral hygiene products, released an AI-connected electronic toothbrush in North America to engage consumers who like to be connected and gain a greater understanding of oral hygiene habits.

Case Study

Vhi Healthcare (Vhi), an Irish health insurance company, addressed the taboo subject of fertility issues in its campaign to drive long-term growth where it also achieved an ROMI of €1.58.

Case Study

Automaker Ford targeted a younger audience in Canada by launching its new mini SUV model through an engaging augmented reality experience.

Case Study

Vhi Healthcare (VHI), an Irish health insurance company, invested in long-term brand building rather than lowering prices to achieve a better blend of younger and older customers.