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News

Advertisers are expected to spend a combined $66bn globally on sponsorship this year, though fewer than one in five are confident that they can actually measure the business value return of the sponsorships they undertake, according to a new WARC ...

Data

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

News

NEW YORK: Dr Pepper, the soft drink, has been able to tap into residual brand equity in the eSports space, a marketing channel it has re-entered after an extended gap in its sponsorship efforts.

Opinion

Just a few days remain to enter the 2018 WARC Media Awards, a global case study competition that rewards effective comms planning.

Article

This Company Profile from Euromonitor provides key details and analysis of Heineken NV.

Article

Marketers looking to explore the world of eSports can draw on their experience in traditional sports as they seek to make sense of this burgeoning industry.

Article

State Farm, the insurance company, has successfully driven engagement with eSports fans, an audience skewed towards millennial males.

News

SINGAPORE: A total of 30 papers covering a broad range of markets, categories and brands have been shortlisted for the 2018 WARC Prize for Asian Strategy.

Case Study

OPPO, a global smartphone brand, launched its Find X smartphone across Europe and in China by creating live events alongside social and video content.

Case Study

P&G, a consumer goods corporation, channelled the relationship between Olympic athletes and their mothers to connect with the Korean audience during PyeongChang 2018.

Case Study

Procter & Gamble (P&G), a consumer goods corporation, launched a campaign connecting Olympic popularity with its portfolio of brands, creating fun consumer engagement to drive sales in China.

News

OREGON: Nike’s ad featuring Colin Kaepernick has been a talking point this past week, but the commercial effects are unclear, with one survey reporting brand metrics have dipped in the US, while another source says online sales have ...

Case Study

Sportswear brand Reebok used a multimedia strategy to change the sexist nature of the narrative for women's fitness in India and close the gap on market-leader Nike.

Case Study

Fast-food restaurant chain McDonald's used a game on WeChat, TV and online video to show support for schoolchildren taking the Gaokao exam and build brand love in China.

Case Study

Spray paint brand Nippon Pylox tapped into distinct specialist user communities to increase engagement and drive sales in Malaysia.

Case Study

Quick-service restaurant brand KFC used a collaboration with a ghost-hunting game to increase restaurant traffic and sales, by appealing to a young audience in China.

News

OREGON: Nike, the global sportswear giant, has put a controversial figure at the very front of the 30 th anniversary of its ‘Just Do It’ slogan as it unveiled a new campaign featuring Colin Kaepernick.

News

CHICAGO: Bose, the audio equipment brand, has driven concrete benefits thanks to its long-term sponsorship program with the National Football League (NFL).

Article

Dr Pepper, the soft drinks brand, is leveraging the power of eSports to connect with young consumers around a deep passion point.

Article

Constellation, the energy company, has built a powerful business-to-business sponsorship program with the Professional Golfers’ Association of America (PGA).

Article

Comcast, the telecoms and media company, has built a successful business-to-business (B2B) division in large part through focusing on the customer experience.

Article

Dr Pepper, the soft-drinks brand, is using a nuanced strategy as it pursues eSports marketing.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.