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Article

This Company Profile from Euromonitor provides key details and analysis of Philip Morris International Inc, the owner of brands such as Marlboro, L&M, Chesterfield and Parliament.

Article

Outlines the skills marketers need to enable their agency’s creative team to deliver the best work.

Case Study

Auto maker Nissan took advantage of the royal decree granting women the right to drive in Saudi Arabia by launching a campaign to drive top-of-mind awareness.

News

BEIJING: China’s increasingly wealthy and health-conscious consumers helped to drive rapid growth in the country’s fast-moving consumer goods (FMCG) market in 2017.

Article

Explores how the way brands think about customer experience (CX) is changing as they compete hard for customers’ attention in an omni-channel world with more consumer touchpoints.

Case Study

Budweiser, a beer brand owned by AB InBev, increased its share of market in Brazil by helping basketball player, Oscar Schmidt, to be drafted into the NBA All Star Weekend.

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Case Study

Car brand Chevrolet employed a campaign to break away from the 'cut and paste' model of traditional retail advertising in Mexico to improve conversion in the path to purchase.

Case Study

Lifebuoy, an anti-germ hand wash brand, launched its 24 hour doctor campaign in China to increase market share.

Case Study

OMO, a laundry brand owned by Unilever, increased its market share in China by showing millennial women many different life experiences in order to encourage them to forget the fear of getting dirty.

Research Paper

Discusses how PepsiCo, a multinational food, snack, and beverage corporation, developed PEPFlix, an internal analytics platform in Colombia, and provides key learnings behind its implementation, with special emphasis on AI and machine learning in a consumer goods company.

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.

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.

Article

Looks beyond share of voice to a new metric – share of brand experience – and explains how it is an improvement on SOV for budget-setting in five ways.

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

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

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

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.