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Article

Advertisers need to move away from duration-based measures of attention and adopt a practical, three-step framework that can measure it more effectively.

Article

China’s Gen Z will represent 40% of the country’s consumers by 2020 – but marketing to them requires a savvy digital and social media strategy.

Article

The Marketing Complex argues that the focus on the big idea and the audience is distracting brands from the approach they should be taking.

Case Study

Aldi, a supermarket brand, encouraged new consumers in Australia to shop at Aldi by launching a campaign that put its sceptics through challenges to prove that Aldi delivers both quality and affordability.

Case Study

Optus, a telco brand, developed a game plan to drive long-term growth in Australia, which harnessed the determination and charm of athlete Usain Bolt.

Data

This report summarises the latest research from WARC's Data platform, with a focus on online video advertising. Key findings include: 

News

CHICAGO: Conduent, a business-services brand that was born last year following a decision by Xerox to split in two, has made strong progress in driving core metrics like awareness, and plans to further these efforts with marketing.

News

CANNES: Marketers should ensure they are paying attention to the complex issues surrounding digital wellness, according to Marc Mathieu, the CMO of Samsung Electronics USA.

News

CANNES: Diageo, the alcoholic drinks manufacturer, has seen impressive results having built a marketing effectiveness tool that offers granular insights into the impact of its communications.

Article

Richard Shotton, author of The Choice Factory, and Mark Earls, author of "The Herd", "Copy, Copy, Copy" and more, discuss why – despite the heightened conversation and excitement around behavioural economics – it's still rare to find these theories cited among the case studies of the best work in advertising.

Article

An understanding of how behavioural economics impacts consumer choices can help marketers build a better customer experience and keep their brands top of mind.

Article

Explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.

Article

Abbott Laboratories, the global healthcare company, created an internal hub of best practice and knowledge sharing to boost its marketing efficiency.

News

GURGAON: Hindware, a premium bathroom company in India, is using digital platforms to inform its traditional retail formats and shorten the customer journey.

News

NEW YORK: BlackRock, the asset-management company, has provided a high-profile endorsement for organizations that pursue a clear social purpose by suggesting this type of approach, rightly applied, is critical for long-term growth.

Article

Explains how planners need to embrace the idea of smart strategy collectives that will help their development into experience designers.

Article

Examines ways in which a true multi-discipline planning team of equals could be assembled and who within the industry could lead the way in adopting this approach.

Article

Argues that the 'planner of the future', who can help guide clients through well-argued and supported strategies for growth, is in more demand than ever.

Article

This book by Sam Knowles shows readers how to tell powerful and purposeful stories by using data and statistics as the foundations and provides the tools, permission, and confidence to use data with more impact.

Article

Explains the concept of Minimum Viable Product planning, which is the author's own pragmatic approach to strategic planning, based on his experience of working in such environments.

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.

News

MUMBAI: The role of the chief marketing officer is changing, and marketers must stay on top of evolving business priorities, according to the CMO of one of India’s biggest beverage companies.

Article

Discusses themes emerging from WARC’s rankings of the best global campaigns – in terms of creativity, effectiveness and media – with a neuromarketing overview.

Case Study

TUI, a British leisure travel group, launched a three-phase internal campaign in the UK to prepare its colleagues for its rebrand from Thomson and Falcon to TUI.

Case Study

Godiva, a Belgian chocolatier, looked beyond its traditional chocolate boutique stores and took its luxury products into supermarkets in the UK through a visual campaign that broke category conventions.