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Article

The area of scientific-related claims in advertising is ripe for additional investigative endeavor. This article aims to access the nature and potential deceptiveness of scientific-related claims that appear in cosmetics advertising.

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

Global strategies, campaign updates and trends in the use of online video.

Article

Bonobos, the online retailer focused on men’s apparel, has built its brand through challenging traditional concepts of masculinity.

Research Paper

This article presents a study of young voter engagement in relation to the EU referendum—a democratic vote on the United Kingdom's membership of the European Union.

Research Paper

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

Article

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

Article

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

Article

This article sets out key insights about the use of virtual reality within the advertising industry, arguing that the complete brand experience it can offer users will make it increasingly important in an ever more distracting world.

Research Paper

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.

Article

Outlines the six ways to effectively blend brand purpose and data ethics.

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.

Case Study

Telecoms operator STC used live streaming from far-flung corners of the Kingdom to prove its network coverage credentials in Saudi Arabia.

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

Sprite, a soft drinks brand, increased awareness of its new sugar-free formula in Brazil by helping students memorise their formulas ahead of college admission tests through music videos and songs streamed on Spotify.

Case Study

Instituto Maria da Penha (IMP), a Brazilian non-profit for victims of domestic violence, raised awareness of the issue in a 24-hour activation that gained 177 million impression in 24 hours.

Article

Explores some of the manifestations of Asian millennials' influence and what they could mean for marketers in 2019.

Opinion

This month, Admap looks at Drivers of Change in 2019, exploring five key trends and how they will impact marketing over the next 12 months.

Opinion

This year's Asia Prize winners showed refreshing new ways to approach influencer marketing, writes Ida Siow.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2018.

Opinion

Marc Pritchard is the brand chief at the world’s largest advertiser. And he has very personal reasons for using this communications muscle to help drive social change, as Geoffrey Precourt reports.

Research Paper

Myntra, a fashion e-commerce company, developed Artificial Intelligence (AI) to predict growing fashion trends in India to improve its business metrics.

Article

Lessons from winners in the 2018 WARC Prize for MENA Strategy, including Nissan and Coca-Cola.

Article

Procter & Gamble, the consumer goods giant, made a bold commitment to equality with “The Talk”, an ad based around the difficult conversations black parents are forced to have with their children.

Opinion

Planners are in danger of being caught up in the minutiae of campaigns when they should be looking at the big picture.