Article
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Stephen Whiteside, Event Reports, Cannes Lions, June 2018
Cereal Partners Worldwide, a joint venture between Nestlé and General Mills, is seeking to change perceptions of cereals among younger consumers.
Research Paper
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Cathy Nguyen, Jenni Romaniuk, Margaret Faulkner, Justin Cohen, International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 366-379
A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.
Article
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WARC Exclusive, August 2018
Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.
Article
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Millward Brown Knowledge Point, July 2018
Analysis of Kantar Millward Brown's data indicates that brands can "go dark" – i.e. stop or suspend TV advertising – for six months or so with little deleterious effect.
Article
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WARC Exclusive, July 2018
Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.
Article
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Matthew Carlton, Event Reports, Brands Take Back Control, July 2018
There is a trend for brands to bring more of their media buying activity in-house, but eBay is headed in the opposite direction as it leans more and more on its agency partner.
Article
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Matt Chappell, Ebiquity, 2018
This report examines the long-term effects of advertising in six different media channels: TV, print, out of home, online video, radio and online display, through an analysis of 504 campaigns across 29 advertisers.
Article
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Andrew Challier and Nick Pugh, Ebiquity, 2018
This report explains how to measure 'responsible ROI' and examines the short-term ROI of six different media channels: TV, print, out of home, online video, radio and online display, through an analysis covering 11 sectors and over 1,950 campaigns.
Article
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Ebiquity, 2018
This report pulls together the findings of a study into the short- and long-term effects of advertising, and breaks them down for three specific sectors: FMCG, Retail and Financial Services.
Article
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Andrew Challier, Nick Pugh and Matt Chappell, Ebiquity, 2018
This report brings together analysis of the short-term and long-term effects of advertising to offer a complete picture of the impact advertising has on the bottom line.
Article
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Guy Murphy, Admap, July/August 2018, pp. 12-15
Outlines six challenges that are often thrown at planning’s door and explains how planning is responding.
Article
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Ian Edwards, Admap, July/August 2018, pp. 36-38
Explains the ingredients that will lead to success for planners in a new and changing environment.
Case Study
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Vishal Badiani, WARC Prize for MENA Strategy, Shortlisted, 2018
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.
Case Study
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Cannes Creative Lions, Silver, Creative Effectiveness Lions, 2018
Saltwater Brewery, a microbrewery in South Florida, created edible plastic rings for its beer packaging to help highlight the unnecessary danger that standard plastic rings cause to wildlife.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
The Socialistisk Folkeparti (SF), a Danish political party, increased voter registration by launching a viral campaign that mocked candidate Trump as the antithesis of its ideology.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
Hangar 1, a vodka brand, successfully increased sales in the US by launching a PR and social media campaign around the creation of its new, sustainable product.
Article
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Stephen Whiteside, Event Reports, Cannes Lions, June 2018
Procter & Gamble, the consumer packaged goods manufacturer, believes that pursuing gender equality in advertising is both good for society and a driver of growth.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
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
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
Public Eye, a sustainability and solidarity development-focused non-governmental organisation, launched a social media campaign that raised awareness of air pollution in African countries by sending collected canisters of polluted air to the main polluter's headquarters in Switzerland.
Article
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Anna Hamill, Event Reports, Advertising Week Asia, May 2018
Western and Eastern marketing cultures are very different, but bringing elements of the two together can help global brands be more relevant in Asia’s varied markets.
Case Study
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Casper Vahlgren, Jenny Barthe, Andre van Loon, WARC Awards, Entrant, Effective Content Strategy, 2018
Banking and financial services organisation HSBC found a way to cut through freshers' week noise and build an emotional connection with students in the UK.
Case Study
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Lisa Parada, Tracy Reilly, WARC Awards, Entrant, Effective Content Strategy, 2018
Financial products and services provider Prudential used an online campaign to inspire fresh consideration of its services and financial solutions among working US consumers.
Case Study
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Jon Arthurs, Michelle de Montigny, Helen Brown, Chris Bouloumpasis et al., WARC Awards, Entrant, Effective Content Strategy, 2018
Magnum, the ice-cream brand, used a celebrity partnership along with social media and PR to improve brand metrics and launch a new product.
Research Paper
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Savannah Wei Shi, International Journal of Market Research, Vol. 60, No. 3, 2018, pp. 288-303
Many crowdfunding platforms allow developers maximum flexibility in terms of the number and types of rewards offered in a project.
Research Paper
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Nathalie Dens, Patrick De Pelsmacker, Peter Goos, Leonids Aleksandrovs and David Martens, International Journal of Market Research, Vol. 60, No. 3, 2018, pp. 268-287
This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.
