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Opinion •
Brands such as Coca-Cola and Exterion are taking advantage of better, faster, and cheaper advertising research tools.
Article •
This event report outlines how the Paramount Network, a cable and satellite channel owned by Viacom, is seeking to build its brand.
News •
LONDON: Lebanese news TV station, Murr Television, has won the Grand Prix in WARC’s inaugural prize for Middle Eastern and North African strategy thanks to a campaign from TBWA/RAAD that helped to fix the country’s life-endangering ...
Article •
This event report outlines advice from Burger King, the quick-service restaurant chain, regarding how to become a better client.
Research Paper •
There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.
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.
Article •
This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.
Case Study •
This case study shows how the Egyptian Autism Society (EAS), a non-profit organisation, changed parents' perceptions of their own autistic children, through an educational campaign across Egypt.
Case Study •
This case study shows how Emirates NBD, a financial services brand, developed a product that directly solved its target audience's biggest issue and thus expanded its account acquisitions in the UAE.
Case Study •
This case study shows how Murr Television (MTV), a Lebanese media channel, devised an emotional cross-channel campaign to increase breast cancer awareness and brand affinity.
Case Study •
This case study describes how Umniah, a mobile telecoms operator based in Jordan, used a multichannel spoiler campaign to redirect attention away from rival Orange to its own offer.
Case Study •
This case study describes how Egypt Tourism used branded content and traditional media to entice tourists back to the country.
Case Study •
This case study shows how du, a telecommunications provider, successfully tapped into the elusive Filipino segment in the UAE using a culturally relevant campaign that increased sales and brand equity.
Article •
This event report explores how audio is changing the way brands must present themselves; voice-activated assistants and searches are growing and users are moving away from screens to use the internet and, ultimately, to make purchase decisions.
News •
BEIJING: China’s parents are starting to embrace the notion of having more than one child, a development which may require brands to reconsider some aspects of their current marketing approach, new research suggests.
News •
SYDNEY: Adding print magazines to the media mix delivers a greater uplift in brand metrics than the average of any other two media channel combinations, new research has claimed.
Article •
This webinar replays WARC's session: "Lessons from the world's best campaigns" at the Cannes Lions festival this year.
Article •
This article explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.
Article •
This article explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.
Research Paper •
Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.
Article •
This article explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce;' while it is a hit in China, consumers in other parts of the world remain concerned about privacy.
News •
LONDON: Brand segmentation efforts should never be compromised by whether the resulting consumer target audience can be easily found in media or media surveys, an industry figure advises.
Article •
This event report looks at research into the effectiveness of B2B digital marketing which reveals that businesses need to look beyond traditional methods.
Article •
This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.
Article •
This event report identifies key learnings from Ariel, the P&G-owned detergent, Share the Load campaign, with the creative and strategic team that put the work together.