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News

NEW YORK: Understanding the extent of celebrity “worship” among a target audience can help marketers get the most of their partnerships with brand endorsers, according to a study in the Journal of Advertising Research (JAR).

Article

Pizza Hut changed aspects of its digital strategy in India in recognition of the way consumers are looking for information when they want to eat.

Article

IBM has built a management system around marketing efficiency in response to the requirements of the CMO to know the company’s ROI on marketing spend, how best to spend in future and to make marketing decisions data-driven.

Article

McDonald’s, the global quick service restaurant chain, maximised media cost efficiency and managed consumer expectations of delivery time through tailored messages, mapping real-time restaurant data against paid search spends, via a live API.

Article

Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.

Article

The Iconic, an Australian online fashion retailer, is using brand purpose and storytelling to drive its brand activations and social media.

Case Study

Prudential, the financial services company, used a video distributed through social media to raise awareness of the issue of unemployment among American veterans.

Opinion

Australian agency AFFINITY has won the Best Use of Data Grand Prix for two consecutive years at the WARC Media Awards.

Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

Case Study

German telco Deutsche Telekom used mobile and social channels globally for the launch of the Sea Hero Quest game (mobile and VR) that provided a vast data set to be used in dementia research.

Case Study

Snack brand Doritos launched an innovative 'mystery flavour' campaign in Brazil that helped it reconnect with millennials and recover its reputation as a bold brand.

Case Study

As part of a series of initiatives celebrating its bicentenary, Australian bank Westpac created a kids' rash vest with CPR instructions to highlight its commitment to future generations.

Article

Rapid consumer adoption of voice-activated devices is changing again the way people shop for groceries, as it is simple to add items to their shopping basket as they think of them.

News

NAIROBI: Google has released a search app designed to take account of the prevalence of lower-end devices and slower connections across much of Africa and which allows consumers to use local languages.

Article

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.

Article

With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.

News

LONDON: From the 21 May, ahead of the GDPR’s enforcement date, YouTube has told brands it will no longer support third-party ad serving on reserved buys in the continent, it told advertisers.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Case Study

Sausage company Johnsonville used a dynamic, creative campaign focused on weather-triggered media to encourage early-season consumption of its Fresh Bratwurst.

Case Study

The University of Sydney, the Australian education institution, used programmatic and personalisation to increase postgraduate applications.

Case Study

Royal Mint Bullion, a business selling precious metals, used data to improve its programmatic advertising bidding criteria to increase sales and decrease costs in the UK.

Case Study

David Sheldrick Wildlife Trust, a charity based in West Africa, created Hello in Elephant, a world-first human-elephant translator.

Article

As mobile devices and apps become an increasingly indispensable part of modern life, brands and app designers need to ensure they are measuring growth and success efficiently.

Opinion

In the pursuit of greater personalisation, we’re crossing the boundary between clever and creepy. We have reached advertising’s ‘uncanny valley’ - when technology becomes so human-like that it makes people uneasy – argues UM’s Michael Hanbury-Williams.

Article

Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.