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Article

Georgia-Pacific, the paper products company, is tapping a philosophy of “restless discontent” as it adapts in a changing business-to-business (B2B) environment.

Article

Georgia-Pacific, a company active in categories from paper towels to toilet paper and plastic cutlery, has seen success by focusing on a top-tier group of its business-to-business (B2B) brands.

Case Study

Prevail, a brand of incontinence products, increased external visits to e-commerce channels by 6500% and increased sales by 74% during its campaign in China, which used emotional storytelling.

Case Study

Swann Insurance, a motorcycle insurance specialist, launched inconvenience stores to give older riders in Australia an excuse to enjoy their passion for motorcycling.

Article

Data-driven messaging can be used to deliver a personalised, omnichannel customer experience to each consumer.

Research Paper

This article reviews the experience, steps taken, and lessons learnt from including a virtual reality film within a mobile online survey.

News

GLOBAL: Procter and Gamble, the world’s largest advertiser, hinted at some strategic changes during an earnings call that saw the FMCG giant miss forecasts, amid news of price increases.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

Unconventional marketing techniques are proving popular with some brands that are seeking to stand out from the rest of their US competition.

Article

This Company Profile from Euromonitor provides key details and analysis of Henkel AG & Co KGaA in the Home Care category.

News

HONG KONG: JD.com, the online retailer, is shifting its focus from simply retailing towards technology that can be placed at the service of brands both online and offline, a leading executive has said.

Case Study

The Ad Council, a non-profit organisation, created a new emoji which not only raised awareness of the issue of bullying in the US, but also gave parents and teens alike the tool to confront bullying and identify it.

Case Study

Equality NC, an LGBT rights advocacy group, launched a campaign that played to undecided voters' interests regarding their state's economic and cultural losses to gather votes and drive out a sitting US senator who had passed a discriminatory bill.

Case Study

Matsumoto Kiyoshi Holdings, a drugstore chain in Japan, increased its share in the toilet paper category by redesigning its brand packaging to eliminate shame.

Opinion

Lucy Aitken, WARC’s Managing Editor – Case Studies, shares insights and observations from this year’s judging panel on the best performing papers from the Effective Social Strategy category of the 2018 WARC Awards.

Article

Explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.

Gunn Report

Looks into which North American campaigns, along with the agencies that have worked on campaigns in this region, have performed best over the past year.

Article

The Hershey Co, the candy manufacturer, is building a data strategy that solves the specific problems facing its brands and categories.

Gunn Report

Looks into which FMCG campaigns, along with the agencies that have worked on FMCG campaigns, have performed best over the past year.

Research Paper

Provides suggestions on how brands can build stronger and more meaningful relationships with consumers, through understanding how new technologies – and voice technology in particular – are affecting people in the digital era.

News

GLOBAL: Campaigns from Mars, Nestlé Waters and GSK are among the 20 from around the world that have been shortlisted in the Effective Social Strategy category in the 2018 WARC Awards.

Case Study

Gas-X, an over-the-counter medication, changed its use of humour on social media to appeal to women in the US.

News

DANA POINT, CA: Kimberly-Clark, the health and personal care company, is making greater use of a “brand-design” approach as it seeks to maximise the impact of assets such as the logos for offerings like Kleenex.

Research Paper

Synapsis, a market research company in Colombia, introduced the use of the Internet of Things (IoT) in its market analyses and partnered with a B2B business to create a quote simulator.

Article

Kleenex, the tissue brand made by Kimblerly-Clark, has seen success through adopting a range of innovative marketing strategies.