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Opinion

Asma Shabab, Marketing Leader for Watson Internet of Things at IBM Middle East, Africa and Turkey, is judging the 2018 WARC Prize for MENA Strategy .

Article

Global strategies, campaign updates and trends in the sauces, seasoning and condiments category.

Article

Assesses the capabilities and limitations of Viewing, as well as its potential to enrich or complement Listening-based research.

Article

Marketing researchers must strive to enhance the emerging slate of digital tools at their disposal while also retaining the most valuable techniques from the industry's past.

Article

Examines the potential of artificial intelligence in business and of its impact on human society in the long term.

Article

Offers up five ways for marketers to build brands using the element of surprise.

Article

Explains how the benchmarking process can be applied to marketing, describing seven marketing capabilities worth benchmarking, from product development to marketing implementation.

Article

Consumers today have become accustomed to finding what they want quickly, having their queries responded to in real time, the overnight delivery of purchases and the positives of personalisation.

Article

No amount of smart advertising can make up for a bad brand experience as far as a customer is concerned and customer expectations are growing faster than ever.

Article

Outlines the types of technologies available to shopper marketers and establishes a strategic framework by which third-party brands can enhance the effectiveness of their in-store marketing.

Article

The WARC 100 is an annual ranking of the world’s best marketing campaigns and companies, based on their performance in effectiveness competitions.

Case Study

Lean Cuisine, a brand of frozen meals sold in the United States and Canada, stopped its sales decline by redesigning its packaging to fit the modern health and wellness segment.

Case Study

The Bergen International Festival, a Nordic classical and avant-garde music and theatre festival, combined agility with consistent identity to increase ticket sales.

Case Study

Creating a bold new aesthetic helped Royal Challenge, the Indian whisky brand, grow and increase its market share.

Case Study

Maplin, an electronic goods retailer, used a customer-focused strategy to redesign the layouts of its stores in order to encourage more visits.

Case Study

A brand redevelopment project helped reposition Glasgow Prestwick Airport in the UK as a modern transport hub with close links to Scottish heritage.

Article

Looks at how patients are getting better outcomes through the application of BE to guide and improve the decision-making of doctors and healthcare workers.

Article

Brexit will have a significant impact on UK businesses, but uncertainty surrounds how it will impact advertising, an industry that generates £6 in the UK economy for every £1 spent.

Article

Dunkin' Brands, the owner of Dunkin' Donuts and Baskin-Robbins, is using artificial intelligence as a powerful tool to understand consumers and build its business.

Article

Explores shopping and retail trends in Thailand for the next two years, including hypermarkets, specialist retail, convenience stores and e-commerce.

Article

How Audience Measurement 5.0 is developing, what implications it may have and how industry players will have to change in order to adopt such methods.

Article

TOMS, a socially-conscious shoe manufacturer, faced the challenge of forging a connection with younger buyers while retaining its core millennial audience.

Article

Women will soon control more than two-thirds of consumer wealth in the US, yet technology companies still need to do more to reach this target.

Article

The marketing industry has become unhealthily obsessed with oversimplification, and marketers should not be afraid to challenge this orthodoxy.

Case Study

Movie The Secret Life of Pets partnered with British insurance Petplan in order to fend off competition upon its release.