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Article

This event report addresses how Diageo, the alcoholic-drinks company, is approaching the virtual-reality (VR) space.

Article

This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.

Case Study

This case study shows how Orange, a telecommunications provider, gave an old retro game a twist to show young Tunisians the speed of its Internet services.

Case Study

This case study shows how du, a telecommunications provider, changed consumers' habits about oversharing information on social media, thus increasing brand trust, in the UAE.

Case Study

This case study shows how Batelco, a telecommunications provider, successfully stole its competition's customers with a simple real-time social media response campaign in Bahrain.

Case Study

This case study shows how Visit Qatar, a tourism organisation, was able to rebrand Qatar as a sought after destination for Eid celebrations and successfully increase its number of tourists.

Case Study

This case study shows how du, a telecommunications provider, successfully tapped into the elusive Filipino segment in the UAE using a culturally relevant campaign that increased sales and brand equity.

Case Study

This case study describes how biscuit brand Major enhanced its brand image and increased sales in Tunisia with a creative idea based on digital music sampling.

Case Study

This case study describes how home appliances brand Samsung used an online film to boost sales of its Twin Cooling refrigerators in Saudi Arabia.

Article

This event report explores how audio is changing the way brands must present themselves; voice-activated assistants and searches are growing and users are moving away from screens to use the internet and, ultimately, to make purchase decisions.

Article

This article outlines how SK-II, a premium skincare brand, used social listening to segment its target consumers and create compelling video and social media content as part of its #changedestiny campaign.

Article

This article explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.

Research Paper

The main goal of this research is to study the impact on the answers and data quality of making conjoint questions more realistic by introducing some randomised noise into the descriptions of the conjoint levels or by simulating the way an e-commerce website displays products.

Article

This event report addresses how Cisco, the technology company, is leveraging the power of empathy to build its brand.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Opinion

Whenever you scan your email inbox or social feeds in the morning, you have some things that you instantly read: work emails, industry news, and links sent out by your favorite influencer.

Article

This paper explores the current writing on the subject of Twitter as a marketing tool; the microblogging platform boasts 328m monthly active users worldwide, and an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Opinion

This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners.

Opinion

What could be more planner-like than holding a chunky survey and feeling a creeping sense of doubt, asks Tom Morton? The good news from WARC’s Future of Strategy survey is that planning is becoming a more important part of agency life: a bigger influence in two-thirds of agencies, and a bigger department in half of agencies.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

News

LONDON: Social listening offers brands a way of uncovering qualitative insights on a quantitative scale more quickly and cheaply than other research methods, according to an industry figure, but only if one looks beyond the obvious.

Article

This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.

News

SYDNEY: Australian media buyers have expressed concerns over Facebook's viewability metrics, which appear to be well below what is expected, but the social media giant believes that advertisers need to look beyond current standards.

Article

This article summarises the insights from a series of key papers on engagement – broadly speaking, eliciting feelings and emotion from consumers – although it is difficult to define precisely due to the ever-changing social and technological context in which marketers are trying to achieve and measure it.

Article

This event report looks at how Danone, the dairy products company, departed from the category norm with its communications around the launch of a new yogurt brand in the UK.