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News

NEW YORK: Meredith, the media business, is unpicking the ad sales structure at Time Inc, the publisher whose acquisition it completed in January this year.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

Article

To date, there has been no accurate way to measure how a brand’s investment in the consumer experience affects market share.

Opinion

Tom Roach, Managing Partner, Performance, at BBH London compiles his own selection of the most important data and charts by the IPA’s Godfathers of Effectiveness.

Case Study

Danone, a food company, designed colourful, hand-drawn pots for its new 'Light & Free' range of yoghurts, to stand out in the diet yoghurt category.

Case Study

Stonemill Bakehouse, a Canadian bakery, understood and connected with consumer values to better sell its bread in Ontario.

Article

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

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.

Article

Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.

Case Study

Krem-Top, a coffee creamer brand in the Philippines, increased sales by tapping into a new segment with a TV ad and social media posts.

Case Study

Huawei, a telecommunications brand, relaunched its brand in Europe with its ‘#BePresent’ Christmas campaign that built an emotional connection with its target audience.

Case Study

Bose, an audio equipment brand, launched its new noise-cancelling headphones in the UK by creating a film which showed the benefits of being able to focus purely on the music.

Case Study

Aldi, a global discount supermarket chain, enjoyed fantastic growth with its ‘Kevin the Carrot’ Christmas campaign in the UK and Ireland, reducing previous Christmas shortfalls.

Case Study

Sainsbury's, a British supermarket chain, transformed itself from making seasonal retail Christmas ads to creating Christmas campaigns that are now arguably amongst the most eagerly anticipated ads of the year.

Article

Unilever, the FMCG manufacturer, is seeking to adapt its marketing formula in reflection of new technologies and shopper behaviours.

Case Study

Fruco Ketchup used gaming to connect with the millennial consumer segment in Columbia.

Case Study

Food and beverage brand Knorr reached out to a new consumer segment (the millennials) in Columbia by creating a chef bot, the first of its kind in Latin America.

Research Paper

This study investigates the optimal advertising-allocation rules for sequentially released products. The authors used both analytical and empirical approaches to derive and validate the rules using theatrical prerelease, postrelease, and DVD advertising and sales data in the movie industry.

Case Study

Deodorant brand Dove Men teamed up with Spotify in Colombia to create an online engagement.

Case Study

Holanda, a Unilever food brand in Mexico, launched Mordisko, a cookie-based ice cream, with the help of mobile technologies and personalised messages.

Case Study

Pepsi, a carbonated drinks brand, launched a karaoke app to engage with Vietnamese millenials through their love of music, in order to increase sales.

Case Study

Pond's, a facial cream by Unilever, increased brand interest and purchase intent among young women by creating a song that spoke to their inner beauty during the month of Ramadan.

Article

Dow Chemical is a sponsor of the Olympic Games, and has very specific goals for this partnership as a business-to-business marketer.

Article

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.

Article

This case study explains how cultural value is the most important emerging currency in marketing today and uses Lush, Airbnb and Under Armour as examples of how to succeed in this area.