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Research Paper

Danone, a multinational food products brand, set out to understand what one of its key attributes, 'naturalness', meant in the Mexican market.

News

LOS ANGELES: Disney, the entertainment giant, is testing a new prototype retail store in an attempt to “immerse guests in the brand like never before”.

Article

The Walt Disney Company, the entertainment giant, unveiled a pilot retail store redesign that aimed to immerse shoppers in richer, more immersive brand experiences.

Case Study

Credit card brand Mastercard used digital and social media to connect with mothers in Singapore.

Case Study

Krem-Top, a coffee creamer brand in the Philippines, increased sales by tapping into a new segment with a TV ad and social media posts.

News

MENLO PARK, CA: Facebook is performing a beta test of an enhanced version of its Audience Insights API, which will allow brands to study users’ posts and comments with a view to giving advertisers greater insights.

News

LOS ANGELES: Disney is in the process of revamping its store design, introducing a brighter, more modern feel to the 300-plus stores it operates around the world.

Case Study

This case study looks at how LEGOLAND Florida, a theme park, overcame the challenge of being in an inconvenient location by making the drive seem insignificant to choosing the resort as a vacation destination.

Research Paper

This paper explains and shares findings from Youth in Flux, a global integrated research project for Viacom, owner of TV channels such as MTV and Comedy Central, who wanted a better understanding of its younger audiences' attitudes and aspirations.

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.

Opinion

Jerry Daykin, Head of Global Digital Media Partnerships at Diageo, is chair of 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.