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Opinion

Winning the 2018 WARC Awards’ Social category Grand Prix and Path-to-Purchase Special Award, McDonald’s Full-heart Support for Gaokao campaign achieved unprecedented engagement and footfall for the fast-food restaurant in China.

Article

Looks at how direct-to-consumer brands are shaking up retail and disrupting consumer packaged goods by raising the consumer expectations that all brands must meet.

Article

Explores how in the absence of big advertising budgets and traditional retail support, DTC brands can still apply traditional marketing principles to build long term brand equity.

Article

Offers an industry overview of alcoholic drinks, including innovation and disruption caused by changing consumer attitudes.

Article

Looks at digital transformation in the travel environment, including seamless travel, the customer journey and how the industry is future-proofed for success.

Article

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.

Article

This article examines key insights and reading on OOH effectiveness, a medium now in the thrall of digitisation, with the added capabilities of greater measurement and interaction.

Article

This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.

Article

This article provides marketers with information about how to balance long-term and short-term strategies.

Article

While the attention economy focuses on clicks, shares and instance gratification, out-of-home (OOH) advertising can achieve long-term brand salience and value.

Research Paper

Food advertising is widely believed to influence children’s food preferences, although the evidence is not conclusive.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Article

This article offers introspection on measuring and assessing the impact and effectiveness of advertising research.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Article

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Opinion

The increasing importance of customer experience as a differentiator could herald a golden age of marketing, suggests Direct Line’s Mark Evans, who spoke to WARC as part of a series of interviews with CMOs from around the world for the Toolkit 2019 report.

Article

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

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.

Article

Provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.

Article

This article examines and provides guidance for marketers attempting to understand awareness, covering approaches, definitions and key insights.

Article

This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.

Case Study

John Lewis, the retailer, partnered with broadcaster Sky to make its Christmas ad available on-demand in the UK.

Research Paper

Officeworks, a chain of office supply stores, used innovative monthly campaign tracking – often cast as an ogre, crushing creativity – to underpin a process of continuous refinement and improvement in ad-effectiveness in Australia.

Case Study

Schroders, a multinational asset management company, created a behavioural finance and investor education platform in the UK, which produced bespoke research to offer a new approach to investor support.