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Opinion

Jerry Daykin, Head of Global Digital Media Partnerships at Diageo, chaired the judging panel for this year's WARC Media Awards partnerships and sponsorships category.

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 distinguishes two features of a firm’s knowledge base - breadth and depth - and elucidates their interplay in determining new product performance.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

Article

This event report considers the state of attribution modelling and what can be done to make it better.

Case Study

This case study explains how the Romanian National Institute for Blood Donations increased the number of young people donating blood by partnering with a music festival to give away free tickets to donors.

Case Study

This case study shows how Canon, a photographic equipment brand, launched a photography event in partnership with Reuters, in order to launch its newest model in the European market.

Research Paper

This paper presents a new approach to capturing respondents' emotional drivers of behaviour through research involving free form text, using the example of the 2016 US Presidential election, and listing implications for the Asian market.

News

NEW YORK: US mall owners are having to reconsider their tenant mix amid a flurry of closures of department stores, traditionally their 'anchor' tenants.

Article

This event report outlines how Carnival Corporation, the cruise-line group, is delivering personalized experiences to guests using wearable tech and smart software.

Research Paper

This paper describes research for the Comedy Central cable channel into the role of Mexican humor in TV and, in particular, what makes young Mexicans laugh.

News

AUSTIN, TX: The Walt Disney Company, the entertainment group, believes technologies like artificial intelligence (AI) and machine learning can help it create stories and experiences which deliver unique forms of consumer engagement.

Article

This event report outlines how The Walt Disney Company, the entertainment group, plans to use artificial intelligence and machine learning to build brand engagement in multiple areas of its business.

Research Paper

This paper analyses US research data to explore the nature of the millennial psyche in relation to purchasing trends across wearable technology.

Article

This report examines 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 2016.

Article

This article outlines the trends set to shape Indonesian marketing in 2017, including economic growth, aspirational middle class consumers, mobile-first, and increased ad-spend across both traditional and digital media.

Article

This article highlights the persistent value of small data despite the present obsession with big data as the main source of relevant insights.

Article

This event report provides an insight into the challenges of cross-platform measurement, and outlines several steps marketers can take to drive progress in this area.

Article

This event report offers tips for brands about how to tackle ad blocking, based on research driven by Watson, IBM's cognitive-computing platform.

Article

This event report provides ten tips for enhancing mobile creative, based on insights from behavioral science.

Article

This event report outlines how Coca-Cola, the soft-drinks giant, embeds a focus on "unity and equality" in its marketing.

Article

This event report examines how Stride, a gum brand owned by Mondelez International, used a record-breaking skydiving attempt to drive its new model of content monetization.

Case Study

This case study describes how Aldi, the German discount supermarket, 'rewrote' the Australian Christmas rulebook by moving beyond the festive association and demonstrating that there was no such thing as a 'typical' Christmas.

Case Study

This case study describes how Czech retailer, Jedna Bedna, increased awareness of the shop by redesigning its stores.

Case Study

This case study describes how Continental, a tyre manufacturer, increased sales of tyres and engagement in the United Kingdom through a promotional offer.