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News

Thirty-second ad slots are reported to be selling for upwards of $5m at Super Bowl LIII, which is expected to generate around $500m for CBS, similar to the sum achieved last year by NBCUniversal.

Article

This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.

Opinion

The success of the ‘Dundee’ Super Bowl campaign points the way for the future, says Tourism Australia’s Lisa Ronson, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.

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.

Article

Denny’s, the quick-service restaurant chain, has successfully reinvigorated its brand in the face of various headwinds.

Article

The Super Bowl hardly needs a marketing push, but the annual Army v Navy game requires broadcaster CBS to find a narrative that will attract different audiences.

News

Ambush marketing, or the unexpected takeover of a sponsored event by an unauthorised brand, appears to be “growing in prevalence and sophistication”, according to a new paper in the Journal of Advertising Research (JAR).

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 research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.

Article

Frito-Lay, a unit of PepsiCo, successfully applied a digital wrap-around strategy to the launch of its new Doritos Blaze snack chips during the 2018 Super Bowl.

Article

The National Football League (NFL) is using eSports as a means to reach multiple audiences thanks to a partnership with Electronic Arts, the gaming company.

Article

Bose, the audio equipment manufacturer, is using sponsorship in an increasingly nuanced and powerful fashion to build its brand.

News

NEW YORK: The whole point of advertising at the Super Bowl is to find as many engaged viewers as possible.

Article

Provides an overview of the Skittles 2018 Super Bowl campaign and explains how an ad that nobody saw led to a 7% sales increase.

News

GLOBAL: The World Cup is over for another four years, but its legacy has the potential to change how we watch, and how news organisations report, football forever.

News

ZHONGSHAN, CHINA: Though the recent FIFA World Cup drew attention and ad-spend from some of the world’s biggest brands, it’s a little-known Chinese kitchen brand which is seeing huge buzz as a result of its unorthodox marketing strategy ...

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.

News

LONDON: Almost one fifth of all ads shown on ITV during FIFA World Cup games were for gambling brands according to a new analysis which shows that betting ads had more screen time than alcohol and fast food commercials combined.

News

LONDON: Brands that tailor their creative to tap into national sentiments during the World Cup can “ride the emotional wave” and generate significantly higher levels of consumer engagement – as long as the team is winning.

Article

Research by Ipsos shows that brands and advertising can profit from highly emotional events like the World Cup by creating strong links to the event, proving that context can make a big difference to the emotional response to advertising.

Opinion

As the first analyses of World Cup advertising roll in, WARC's Sam Peña-Taylor turns pundit with some help from Kantar Millward Brown.

Gunn Report

Tide laundry detergent grew consumer loyalty in the US by hijacking popular and traditional ads with the message that if there are clean clothes, it’s got to be a Tide ad.

Gunn Report

The confectionary brand, Skittles, used the US Super Bowl to reach the masses by showing an exclusive ad to just one teenage fan, the public could watch his reaction via a Facebook live stream on Super Bowl Sunday.

Case Study

Shock Top, a beer brand, reversed declining sales and increased visibility in the US market by giving an irreverent voice to its mascot during Super Bowl season.