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Article

Global strategies, campaign updates and trends in mobile, apps and games.

Article

Global strategies, campaign updates and trends in the TV industry.

News

With the success of a couple of its original movies over the Christmas period, Netflix is finally staking a claim as a player in this market and, according to one observer, laying the groundwork for a potential new marketing revenue stream.

Article

Provides guidance and reading on a now common aspect of brand building – partnerships – in which two or more brands collaborate for mutual benefit.

Research Paper

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

Article

This article offers introspection on measuring and assessing the impact and effectiveness of advertising research.

Article

Provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

Article

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.

Case Study

Just Eat, the online takeaway ordering platform, used a TV sponsorship to increase awareness and sales in the UK.

Case Study

Suzuki, the car brand, co-created a TV show with a broadcaster to engage young women and increase sales of its Ignis model in the UK.

Opinion

This year's Asia Prize winners showed refreshing new ways to approach influencer marketing, writes Ida Siow.

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

Theraflu, Russia's market-leading anti-cold and flu treatment, created the Theraflu Flu Tracker which warned its target audience when flu and colds were heading their way.

Case Study

Livon, a hair-care brand, used a TV ad and digital media campaign to connect with young people in India and increase sales.

Case Study

Sunsilk, a haircare brand, used social media and celebrity endorsement to increase brand awareness and sales in Vietnam.

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.

Research Paper

Microsoft, a technology company, details its journey to connect data across its customer ecosystem through influencing, changing management, and creating the LTV initiative globally.

Research Paper

Market research company, respondi researched the extent to which online influencers are able to affect their audiences in Germany.

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Article

The Kellogg Co., the FMCG manufacturer, has built strong research and analytics capabilities to help its brands flourish in a complex marketplace.

Case Study

5 Star, a chocolate bar brand, used mobile gaming to connect with its audience in India by creating unique user gaming experiences.

Case Study

Patanjali, an Indian consumer goods company, increased awareness of its mango juice among kids in India by placing its product as a power booster in mobile gaming apps.

Case Study

Patanjali, an Indian consumer goods company, increased brand awareness and sales among Indian children by launching its products through an in-gaming integration.

Article

As the volume of content available grows, so metrics like viewability and opportunity to see are becoming less meaningful – time is the most valuable metric, according to VICE.

News

A campaign in Hong Kong for Knorr is making use of dynamic ad insertion technology on local OTT channel myTV SUPER that allows the Unilever-owned food ingredients brand to appear in popular video at scale without disrupting the viewing experience.