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Research Paper

An experiment for Heineken, the beer brand, found that interacting with consumers using WhatsApp or chatbots provides better discussion than traditional forums and valuable insights for qualitative research.

Article

Examines the changes in journalistic practice over the last five years, specifically in response to technology and the evolution of social media, and the lessons for qualitative researchers.

Case Study

The Metro Manila Development Authority used online and PR to create a campaign to get drivers to pay their traffic violation fines in The Philippines.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2017.

Case Study

Honda, a car brand, launched the Honda 'NSX' Supercar by creating 1600 films for each and every owner in the US.

Case Study

Sky, a UK telecoms and entertainment company, used a plethora of Hollywood films and stars over a five-year period to show British consumers why Sky Broadband was the best network provider.

Article

This article describes some of the applications and use cases for AR at all stages of the shopper journey, backed by omnichannel purchase journey insights, creating a new concept dubbed Augmented Retail.

Research Paper

This paper explains why ambitious market researchers should embrace the principles of comedy in order for brands successfully to convey truth.

Research Paper

This paper forecasts what the market research industry and profession will look like 10 years from now, and how to prepare for those changes.

Research Paper

This paper explains how easyJet, the European low-cost airline, maximised insight value by adopting LEAN methods within the brand and its extended team of partner agencies.

Article

This event report provides an insight into the rise of fake news, based on the insights of David Remnick, the Editor of The New Yorker.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used a multichannel spoiler campaign to redirect attention away from rival Orange to its own offer.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Article

The event report looks at how Google is responding to what it sees as the major challenges facing the internet in 2017.

Article

This research explores the impact of price on consumer behaviours in India, including price elasticity and the price-value equation as perceived by shoppers on a category by category basis.

Article

This article addresses the current issues facing marketers that use programmatic advertising, based on a study spearheaded by the Association of National Advertisers (ANA) and Association of Canadian Advertisers (ACA).

Case Study

This case study describes how Tide, a laundry detergent brand, increased positive sentiment in the US by trying to remove harmful labels and stereotypes associated with Hispanic people.

Article

This article examines how brands should prepare for the end of TV as the pre-eminent brand-building medium, as TV viewing is disrupted by time-shifted and on-demand viewing.

Research Paper

This paper examines failure to use records in sales reporting across about 12,000 store owners participating in a retail measurement panel in a Southeast Asian country.

Article

This article reveals the findings of a study into how millennials in Asia feel about the way they movemoney – how they pay and how they are paid – and their thoughts about mobile payments.

Article

This article outlines what guidelines marketers should follow to ensure that they get it right when disseminating public health information digitally to diverse audiences on their device of choice - a function that has now become an important part of modern-day healthcare.

Article

This event report outlines how The Associated Press (AP), the news-gathering service, is fighting fake news – and how brands and tech firms can do the same.

Opinion

How do you craft an award winning creative strategy? At WARC we had the privilege of hearing directly from Dom Boyd (Group Head of Strategy, adam&eveDDB and chair of the APG Creative Strategy Awards) and Craig Mawdsley (Joint Chief Strategy Officer, AMV BBDO) who shared their valuable perspective on what makes an award winning entry.

Research Paper

This paper explores how PepsiCo, a food and beverage company, used a comparative assessment between multiple markets to measure the impact of the current economic situation on consumers in Egypt, Tunisia and Saudi Arabia.

Research Paper

These three studies found support for a process termed hedonic contamination, whereby exposure to advertisements before a movie or television show activates persuasion knowledge, directs attention to the product placements, and reduces consumption enjoyment.