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Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2018.

Article

Looks at the trends in internet usage, tech ownership and the connected home in Great Britain in Q3 of 2018.

Article

Looks at the trends in internet usage, tech ownership and the connected home in Great Britain in Q3 of 2018.

News

The BBC, the UK’s public broadcaster, must do more to engage with younger audiences, an official report has warned after finding that increasing numbers of young people are switching to commercial broadcasters and streaming services.

Research Paper

This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media.

News

Despite a love of online shopping and increased options for mobile payments, young consumers in South East Asia still prefer to pay in cash, according to new research.

Case Study

Godrej No.1 collaborated with a popular music channel in Punjab 9xM Tashan and launched a crowd-sourced music video to connect with audiences.

News

SHANGHAI: China’s Gen Z will represent 40% of the country’s consumers by 2020 – but marketing to them requires a savvy digital and social media strategy, according to a senior agency executive.

Opinion

The BBC is in a difficult position, and to overcome its challenges it must take radical steps, argues the Beyond Collective’s Zaid Al-Zaidy.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Article

Discusses key characteristics that can help marketers prioritise strategies to bond with the up-and-coming consumer generations and outlines case studies from across the world of brands that are successfully connecting with NextGen consumers.

Research Paper

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

Research Paper

Manufacturers pay premiums for endcap real estate because shoppers navigate the perimeter of stores, avoiding the aisles.

Case Study

Truth initiative, a non-profit youth brand with a mission to combat teen smoking, encouraged teen smokers in the US to #FinishIT by launching a call to arms with simple participation.

Article

Looks at ways to use data more wisely in order to predict the context in which marketing messages will be received, allowing for a more targeted approach.

Article

Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.

Article

AARP, an interest group focused on consumers aged over 50 years of age, has found that pharma brands often fall short when trying to engage this audience.

News

SYDNEY: Australian women of all ages spend more time on social media than their similarly aged male peers, with the greatest differences apparent in the youngest age groups, according to new research.

Research Paper

Black-oriented media, content with predominantly Black casts or racial themes, is marketed primarily toward Black audiences, but how audiences perceive such targeting is unclear.

Research Paper

Voices Research & Consultancy, an agency in Argentina, conducted research to understand the tensions present in society across different ages.

Article

Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.

Article

This article discusses the ways brands can engage pre-millennial generations using new media.

News

WASHINGTON DC: A large majority of Americans continue to use Facebook (68%) and YouTube (73%), but social media platforms like Snapchat and Instagram are especially popular among young consumers aged 18 to 24.

Article

Deutsche Telekom, Channel 4, Suzuki, Disney, and Warner Brothers are among the brands that shared their learnings from the WARC Media Awards.