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Article

Boost, a malted drink popular with children in India, successfully reached its target audience with long-form video content delivered via parents’ phones.

Article

Marketers that promote Broadway shows face particular challenges as they seek to attract consumers and drive ticket sales.

Article

Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.

Article

The young target audience for Jägermeister isn’t drinking as much as previous generations and is more restrained in an age of social media, resulting in the spirit brand adopting a new brand strategy of ‘less is more’.

Case Study

German telco Deutsche Telekom used mobile and social channels globally for the launch of the Sea Hero Quest game (mobile and VR) that provided a vast data set to be used in dementia research.

Article

Brand Alley, the online retailer, approaches the issue of customer centricity from three different angles in order to deliver an effective experience to its members.

Article

Sailor Jerry, the spiced rum brand, uses partnerships with musicians in the UK to chime with its maximalist image and creative audience.

Article

Marketing is a discipline that makes improves the imperfect; a copywriting veteran outlines strategies for marketing ugly, boring, and undifferentiated products.

Article

Audi, the German car marque has built an econometric analytics system that allows the brand to model how much media spend they will need to put behind a production run of cars.

News

ORLANDO, FL: Ford, the automaker, delivered success with a podcast advertising strategy that allowed it both to obtain significant reach and leverage the true power of storytelling.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Case Study

The Thai Health Promotion Foundation created Hearing Rescue, the world's first hearing aid to alert wearers of dangers at night.

Case Study

Royal Caribbean, the holiday company, used social media to connect with consumers in a competitive market in the US.

Case Study

BBC, the British broadcaster, refreshed the identity of its Asian Network radio station in the UK to revive its relevance among the 18- to 34-year-old audience.

Case Study

David Sheldrick Wildlife Trust, a charity based in West Africa, created Hello in Elephant, a world-first human-elephant translator.

Case Study

HearLIFE, a hearing-loss clinic in the United Arab Emirates (UAE), used a radio ad to increase awareness and clinic visits.

Case Study

Saregama, an Indian music company, launched a new radio product targeting the over 50s in order to increase revenue from its back catalogue of music.

Article

Ford, the automaker, has seen success through leveraging the power of podcast advertising to reach consumers.

Article

As mobile devices and apps become an increasingly indispensable part of modern life, brands and app designers need to ensure they are measuring growth and success efficiently.

Opinion

The tech businesses of Silicon Valley are hiding behind Big Data and as a result, have become disconnected from the lives of real people, says Gareth Kay.

Opinion

If words reflect their cultures, then Malcolm White suggests, we need some new words to reflect the reality of the current marketing communications culture.

News

NEW YORK: The Advertising Research Foundation (ARF), the trade body, is seeking to create a new code of ethics for data collection and protection, an issue brought to a head by recent allegations concerning Cambridge Analytica.

Article

The Advertising Research Foundation (ARF) is spearheading efforts to develop new standards and guidelines that govern data collection and protection.

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Case Study

Bank of America, a banking brand, increased the brand's sales volume by creating a direct mail and student campaign to address the paint points for students in the US.