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News

A major survey of 10,000 shoppers around the world appears to have come up with a possible answer to breathing life into old-fashioned bricks and mortar retail – the “multisensory” in-store experience.

News

Smart speaker ownership levels are growing fast and diverting consumer attention from their various screens, according to new research.

Article

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

Case Study

Sensodyne, the GlaxoSmithKline brand, wanted to celebrate Ramadan with Indonesian people and help them enjoy the sweet food enjoyed during iftar (the meal breaking the fast) with a social media campaign.

Case Study

Gallup, the pollster and business consultancy, used paid search advertising to increase leads for its workplace solutions in the US.

Article

Red Bull, the global drinks brand, undertook a behavioural study to uncover a need-state based segmentation of its audience in order to aid retail partners.

Article

Part of WARC's Marketer’s Toolkit 2019, this report shows why offline experience will matter as much as online customer experience (CX) in 2019.

News

The perceived behaviour of models in print advertising may help indicate the effectiveness of a brand’s messaging, according to a new study in the Journal of Advertising Research (JAR).

News

In the pursuit of greater efficiency and effectiveness across the marketing mix, marketers are exploring new means of assessment and measurement to ensure performance, with neuroscience emerging as a key approach in this context.

Article

Part of WARC's Marketer’s Toolkit 2019, this report looks at how brands should be treating search and its diversification in 2019.

Article

Global strategies, campaign updates and trends in newspapers.

Case Study

Hair care brand Cream Silk used Facebook's propriety clustering algorithm, Mindsights, to create more relevant brand communications and drive functional superiority among its target audience in the Philippines.

Case Study

Vitamin supplements brand Blackmores grew sales and likeability by supporting the cause against food waste in Malaysia.

Article

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

Article

Global strategies, campaign updates and trends in augmented and virtual reality.

Article

Smart speakers are influencing a wide range of consumer habits, according to research by NPR, the public radio broadcaster, and Edison Research, the research firm.

Article

Global strategies, campaign updates and trends in cinema.

Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

News

The explosion of e-commerce around the world is changing how consumers shop, with subsequent implications for the way marketing teams work, as e-commerce needs to become an integral part of marketing and sales strategies.

Article

Global strategies, campaign updates and trends in programmatic advertising.

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Article

Global strategies, campaign updates and trends in social media.

Article

Procter and Gamble is fusing consumer insights and new technology to create goods and services that combine what’s needed with what’s possible.

Opinion

Winning the 2018 WARC Awards’ Social category Grand Prix and Path-to-Purchase Special Award, McDonald’s Full-heart Support for Gaokao campaign achieved unprecedented engagement and footfall for the fast-food restaurant in China.

Article

Global strategies, campaign updates and trends in the out-of-home market.