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Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

Case Study

This case study explains how Tecate, a beer brand owned by Heineken, targeted young men through its sponsorship of boxing and TV and digital ads in Mexico.

Case Study

This case study shows how Huggies, the baby diapers brand, increased awareness and sales by developing 'hugging programs' across Canadian Hospitals.

Article

This article provides marketers with information and guidance on generating earned media.

Article

This article examines why creative effectiveness has halved since 2011 and how marketing needs to change to focus on long-term brand health with improved creative effectiveness.

News

LONDON: The marketing of electric vehicles (EV) can point the way forward for a wider auto industry that is currently stuck in a rut with homogenous campaigns that are failing to significantly shift brands metrics, an industry figure maintains.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Article

This article outlines how electric vehicle brands such as Nissan and Toyota are raising the game in automotive advertising, using new technologies and innovative approaches.

Research Paper

In August 1997, the U.S. Food and Drug Administration (FDA) allowed brand-specific advertising on television.

Article

In this article, the author argues that marketers should replace ROI or ROMI with a 'share of voice to brand share growth' model to measure profitability over the long term.

Case Study

This case study describes how Kimberly-Clark, the personal care company, repositioned its Huggies diaper brand as the extension of a mother's hug in Canada.

News

BOCA RATON, FL: Coca-Cola, the soft drinks giant, has found that measuring how marketing impacts consumer "feelings" offers powerful real-time insights which can then help boost key brand metrics.

Article

This event report outlines how Coca-Cola, the soft drinks giant, measured advertising engagement among Brazilian teens in real time during the 2016 Olympic Games.

Article

This paper explores the current thinking and writing on the subject of low-budget marketing, a hazy category of marketing, Warc generally defines low budgets as $0-%500,000.

Article

This paper explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.

Case Study

This case study explores how Heineken Ireland launched a new cider, Orchard Thieves, with the hashtag #BeBold, a series of online and offline efforts that put 1.1 million drinks into Irish hands: over a third of the population.

Case Study

This case study describes how Allianz Germany, the market-leading insurance company in Germany, used nostalgia and its old ads to fight back against losing customers and awareness.

Case Study

This case study describes how TSB, a bank created from the break-up of Lloyds Banking Group in the UK, launched its new brand values to grow the business.

Case Study

This case study describes how Vype, a new vaping brand in the UK, developed its own marketing message away from the category norm to achieve a return of 322% on advertising spend.

Case Study

This case study describes how P&O Cruises, a cruise holiday company in the UK, launched a media campaign to change its focus away from cheap deals, and to engage new customers and increase sales.

Case Study

This case study describes how Currys PC World, the last specialist electronics retailer on the UK high street, took a new advertising approach to increase sales in a declining market.

Case Study

This case study shows how Eurotunnel Le Shuttle, a transport service between the UK and Europe, step-changed its advertising performance, driving business growth at competitors' expense.

Case Study

This case study describes how Vatika, an Indian haircare brand, took up the cause of women against cancer and, in return, received an unprecedented amount of publicity for the brand.

Case Study

This case study shows how Closeup, a toothpaste brand, increased sales and brand equity by creating a Valentine's Day video that resonated with a young audience across Southeast Asia.

Case Study

This case study shows how Huggies, a diaper brand, delivered ground-breaking results in a fast-growing segment in the Vietnamese market.