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News

Brands and agencies are greatly increasing the budgets they allocate for marketing technology and almost a quarter of total budgets are now dedicated to this area according to a new study by WARC and Moore Stephens.

News

Data is becoming increasingly affordable in India and this in turn has prompted changes in how consumers are making use of the internet, most notably with regard to searches for content in local languages, a leading Google executive has revealed.

Article

P&G is profiting from putting diversity, inclusion and sustainable development at the heart of its brand purpose.

Article

A white paper from I-COM details how an overreliance on last-touch attribution results in ‘cookie bombing’ and the misallocation of marketing budgets.

Opinion

The advertising industry is excited by the possibilities of video, but these extend far beyond social and online channels.

Article

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.

Article

Subaru, the automaker, is taking a balanced approach between storytelling and data as it finds the marketing sweet spot for its brand.

News

Amazon is investigating suspected leaks of data by employees to merchants seeking to increase their sales on the site.

Article

Success on Amazon, a near-dominant force in retail with designs on advertising budgets, requires understanding what principles underpin the site.

News

BEIJING: WeChat is a fundamental channel through which to reach Chinese consumers around the world and in real time, but some of the most luxurious global brands are yet to figure out a firm strategy.

Article

Swedish Fish, the confectionery brand owned by Mondelez International, successfully engaged with consumers through a sponsorship tie-up with aquariums.

Article

Outlines the various steps to take that will enable companies to develop and implement a successful data-driven marketing programme.

Case Study

Go Gentle Australia, a right-to-die advocacy group, was able to emotionally engage Australians with its six-minute film.

Case Study

JOY, a dishwashing detergent from consumer goods foundation P&G, launched a video and made sharing chores part of a pre-nuptial marriage certificate in Japan to promote sharing housework between couples.

Case Study

Shell, an oil and gas company, increased its brand preference and share of voice in Malaysia by launching an emotion-tracking study to track how drivers feel during their journeys, in order to improve their experience.

Case Study

Lendlease, a construction, property and infrastructure company, brought many stories of migrant workers to people in Singapore during the month of Ramadan.

Case Study

Book Depository, an English-language online bookstore, was able to raise brand awareness by tapping into the desire mothers in Hong Kong have for their children to speak perfect English.

Case Study

Go Gentle Australia, a right-to-die advocacy group, was able to emotionally engage Australians with its six-minute film.

Case Study

Kobo, an e-book company, increased its awareness in Taiwan by launching the Bookstore Therapy, which saw e-books answering the increasing concerns of Taiwanese people in a digital age.

Case Study

Korean dairy brand Seoul Dairy used local TV, cinema and social media to grow sales of its Grill Grill Cheese product in South Korea.

Article

Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.

Case Study

New payment option Hotlink Cash Online newsjacked a popular internet trend to increase uptake of its payment service among Malaysians.

Case Study

Diet brand Verena Sure circumvented strict government regulations by using its own digital and social media platforms to launch its over-the-counter product in Thailand.

Case Study

Spray paint brand Nippon Pylox tapped into distinct specialist user communities to increase engagement and drive sales in Malaysia.

Case Study

Oats brand Quaker used radio and social media to help update its image for millennials in the Philippines.