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Article

Provides marketers with information and guidance about the most effective approaches to using music in advertising.

Article

Provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.

Case Study

Ruffles, a brand of potato chips, created an augmented reality, mobile-only game for teenagers in Brazil.

Article

Formula One (F1), an international form of racing, became the fastest growing global sports social media platform as TV audiences increased by 6% across key global markets.

Case Study

With an inspirational digital campaign in Indonesia, Axe, the Unilever deodorant brand, launched a repositioning drive to change its brand image from one that helps men get the girl, to one that helps men find their own magic.

Article

Denny’s, the quick-service restaurant chain, has successfully reinvigorated its brand in the face of various headwinds.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Case Study

Telecoms company Vodafone India grew its user base and data usage by positioning its network as strong and reliable in response to a rival's disruptive entrance to the market.

Case Study

Male personal care brand Park Avenue took a fresh approach to its advertising to target India's new-age men.

Case Study

Samsung, the mobile and smartphone manufacturer, grew sales and improved public opinion by running an advertising campaign in Indonesia focusing on the emergence of high-definition video in its products.

Case Study

Coffee brand Nescafé used a combination of radio and digital to increase consumption and grow sales of coffee among young Indians.

Case Study

Marina Bay Sands, a hotel and leisure resort in Singapore, used an integrated campaign across Asia under a new brand platform to increase visits and revenue.

Opinion

This month, Cadbury Roses is the brand which has achieved the highest uplift in its Ad Awareness in the UK.

Case Study

Amazon, the online marketplace, increased sales during a sale promotion period in India by repositioning the concept of a 'sale' to something prudent.

Case Study

Navratna, a pain relief brand, increased sales in India by repositioning as a multipurpose oil.

Case Study

Dettol, the hand sanitiser and antiseptic brand, increased market share and equity association with mothers by repositioning its hand wash products in India.

Article

The founder of data company Heart-Data Inc introduces the Japanese concept of “ikigai” and how to apply it to brand (personal brand or business brand) questions.

Research Paper

McDonald’s, the US fast food company, operates 1,400 restaurants across Canada and decided to rethink its “menu innovation process” to stay relevant and on-trend in the country.

Article

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2018 WARC Awards.

Case Study

Promotur Turismo De Canarias SA, a tourist information centre in Spain, increased tourist visits to the Canary Islands by launching a micro-segmentation model to target tourists globally.

Case Study

Harpic, a toilet bowl cleaner brand, increased brand awareness in India by launching matrimonial newspaper ads to show people the necessity of having a toilet.

Case Study

Bolia.com, a Danish furniture retailer, increased positivity towards its brand reputation in Denmark by launching ads that mimicked the communication of high fashion.

Case Study

John Lewis, a UK department store, outlines its effective communications strategy around the year which works in tandem with its Christmas campaign and which contributes to 80% of sales and 60% of profits.

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

Ribena, a blackcurrant-based uncarbonated soft drink, moved away from its heartland 'in-home squash drinking' to focus on its ready-to-drink (RTD) range by launching a TV and VOD campaign.