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Opinion

OMO’s gold-winning campaign in last year’s WARC Media Awards offered a new take on integration. Tahaab Rais, Regional Head of Strategic Planning, FP7/MENA, explains how eBay, ambient, Periscope, a 23-hour Facebook Live ad and social media disrupted and engaged Arab parents in a quest to show them that dirt is good .

News

LONDON: The airline industry competes fiercely on price, but as air travel has become a commodity even budget airlines are having to rethink their customer experience as a way of differentiating the brand.

Article

Retailers attempting to keep up with the changing habits of shoppers face a new challenge in the shape of Gen Z, the first truly mobile-first generation.

Case Study

Bodyform, the feminine hygiene brand, used a TV ad and social media to break taboos and connect with women in the UK.

Case Study

Car maker Audi challenged the stereotypes of 'cars being for men, not women' in Spain through a Christmas campaign centred on a 3D-animated short video.

Case Study

Digital wallet Paytm used a multimedia approach to bring its services to the poorest in India, in the wake of a ban on two high-denomination currency notes.

Article

Procter & Gamble, the consumer goods giant, has been at the forefront of driving change in the digital-marketing space, and has further ambitions to pursue in this space.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Case Study

BMW, the car manufacturer, used data science to target high-value customers and increase dealership visits in the US.

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Article

Global strategies, campaign updates and trends in the beer and cider category.

Article

Global strategies, campaign updates and trends in the spirits category.

Article

Global strategies, campaign updates and trends in the hair care category.

Article

Global strategies, campaign updates and trends in the sauces, seasoning and condiments category.

Article

Global strategies, campaign updates and trends in the cosmetics and beauty aids category.

Opinion

With the number of overseas Chinese tourists predicted to rise exponentially by 2023, PSI’s James McEwan takes a closer look at the new Chinese travel market.

Case Study

Mr. Clean, a cleaning brand owned by P&G, reinvented its brand in the US by creating a TV spot for the Super Bowl that revealed the new, hotter-than-ever, Mr. Clean.

News

GLOBAL: Sports sponsorship offers a unique opportunity for brands to reach highly engaged audiences but, warns an industry figure, without activation it is little more than a media buy.

News

SYDNEY: Tourism Australia’s viral campaign ‘Dundee’ aired at the Super Bowl this year, but the ongoing benefits of the campaign have been through programmatic spend, customer journey-mapping and consumer data analysis.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

News

BEIJING: With Chinese consumers now making up almost a third of all luxury purchases globally, premium brands are having to turn their minds to China-specific engagement strategies.

Article

The advertising world is undergoing profound changes, but agencies will still have considerable opportunities in the ecosystem that is emerging.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

Article

Advancing the digital-marketing agenda inside large companies is often a complex task, and thus requires a carefully considered approach.

Article

Tourism Australia’s viral campaign ‘Dundee’ aired at the Superbowl, but the ongoing benefits of the campaign have been through heavy programmatic spend, customer journey mapping and consumer data analysis.