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News

HO CHI MINH CITY: Global brewers are attracted to Vietnam not only because it’s one of the fastest-growing beer markets in Southeast Asia, but because they have a unique opportunity to buy their way in as the government prepares to sell off ...

Article

This article explains how behavioural economics can be used in advertising to encourage healthier lifestyles and explores how the 'Intention-Action gap' can be avoided by employing this strategy.

Article

This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.

Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

Case Study

This case study shows how du, a telecommunications provider, launched its digital fasting campaign during Ramadan celebrations, to engage consumers in the UAE and increase brand equity.

Article

This event report details how United Healthcare, the healthcare provider, has used humor to engage with its target audience in new ways.

Article

This article describes the latest findings from behavioural science exploring whether people in general approve of the concept and act of nudging.

Research Paper

This paper suggests an alternative procedure to the rating of places according to the assumption that averaging data on a number of different criteria presents a valid representation of a general pattern.

Article

This event report looks at research into the effectiveness of B2B digital marketing which reveals that businesses need to look beyond traditional methods.

News

ATLANTA: There has been a sharp increase in the number of "tobacco incidents" in top-grossing movies over the past six years, according to a new study which calls for films depicting smoking to be re-rated to protect younger viewers.

News

AFRICA: Most of Africa's leading home-grown consumer products (CP) companies operate in the food and drink categories, where they have opportunities to take share from imported brands and to tap into a growing private label sector.

Research Paper

This article examines what went wrong with pre-election polls for the 2016 U.S. presidential election and offers solutions to restore credibility to survey methods.

Article

This report provides an overview of the global hot drinks industry, examining the performance of hot drinks comparatively, leading companies, growth brands, and trends shaping the development of the market.

Case Study

This case study explains how Age UK, the British charity for older people, worked with a retail partner to create an emotional ad campaign to raise awareness of loneliness and increase donations.

Case Study

This case study explains how UnitedHealthcare, an American health insurance company, used humorous ads - including on TV, radio and social media - to build trust, consideration and sales.

Research Paper

This paper investigates how different phonetic structures used in brand names affect their luxurious appeal.

Case Study

This case study shows how CVS Health, a retail pharmacy brand, increased brand equity in the US by developing a campaign that helped people quit smoking.

Case Study

This case study shows how Bou Khalil, a supermarket chain, successfully increased brand awareness by creating a platform that allowed Lebanese people to help child beggars.

Case Study

This case study shows how The National Lottery (TNL), a lottery gaming brand, launched a campaign to get Britons to do more sports and increase audience engagement throughout the Rio Olympics' events.

Case Study

This case study shows how The Heart Foundation, a heart disease organisation, successfully changed New Zealander's behaviours towards heart attacks using an effective TV ad campaign.

Article

This report summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Article

This article discusses how Patanjali, an FMCG challenger brand, built success in India through social media and the fame of its founder, spiritual yoga guru Baba Ramdev.

Research Paper

This paper examines failure to use records in sales reporting across about 12,000 store owners participating in a retail measurement panel in a Southeast Asian country.

Research Paper

This report summarises the findings of WARC's latest mobile marketing survey, conducted across North America on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

News

LONDON: adam&eveDDB is the top UK agency in a country analysis of the WARC 100 rankings, thanks in large part to its work for retailer John Lewis, which was the top UK advertiser.