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Case Study

Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.

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.

Case Study

India's leading water purifier brand, Aquaguard, used a low-budget, digitally-led campaign to encourage people to make a real difference to the lives of others.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment, at the same time earning positive word of mouth and B2B goodwill.

Article

Land O’Lakes, the food and agriculture company, has enhanced connections with various audiences by helping change perceptions and embracing brand purpose.

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

Age UK, the charity for older people, used an emotional video to increase awareness of the problem of loneliness among older people, and increase volunteering and donations.

Article

Coca-Cola, the soft-drinks manufacturer, has started experimenting with analytics driven by artificial intelligence, and has thus gained an insight into the benefits and obstacles presented by this approach.

Article

A+E Networks, the media company, found that political orientation is an increasingly powerful influence on how women react to advertising.

Article

AT&T, the telecoms and entertainment company, is driving progress when it comes to accurate gender portrayals in advertising.

Article

Global strategies, campaign updates and trends in the savoury snacks category.

Article

Global strategies, campaign updates and trends in the beer and cider category.

Article

Global strategies, campaign updates and trends in the hair care category.

Case Study

UnitedHealthcare, a for-profit health care company, showed Americans that they could trust the brand by creating a cross-platform campaign that highlighted the complications of the health care system through real medical codes.

Case Study

Mr. Clean, a cleaning brand owned by P&G, reinvented its brand in the US by creating a TV spot for the Super Bowl that revealed the new, hotter-than-ever, Mr. Clean.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Article

Social media platforms are enacting major changes to the organisation of personal and professional posts due to scrutiny from lawmakers, concerned health experts and anxious advertisers.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Opinion

With the disruptions of Amazon and other platform companies, marketing is shifting away from communications and advertising, and toward the design of experience.

Article

British companies must renew their focus on innovation if they do not want to stagnate in the long term.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Article

Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.