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Article

Provides guidance and reading on a now common aspect of brand building – partnerships – in which two or more brands collaborate for mutual benefit.

Article

Provides guidance and reading on the topic of Ad blocking, the process through which a consumer can opt-out of receiving marketing messages; how it affects publishers' business models and how it is reaching crisis point.

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

Article

Recruiting consumers for pharmaceutical trials is a complex task, and a nuanced digital marketing strategy could represent one useful solution.

Article

Takeda Pharmaceuticals USA is seeking to use digital technology to provide experiences that drive value for patients and its brands alike.

Article

L'Oréal, the beauty company, has built out market insights and foresight capabilities as it seeks to prepare for an increasingly complex future.

Article

Philip Morris International is shifting away from cigarettes, its traditional business driver, and towards smoke-free products that offer a healthier alternative to existing smokers.

Opinion

The quality of insights has been getting better at Visa, now it’s time to tackle attribution, says Freddie Covington, APAC SVP Marketing & Cross Border, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Case Study

Baby care brand Pampers created a programme of paediatrician-led workshops to boost nappy sales by targeting young mothers and their mothers-in-law in India.

Case Study

Just Eat, the online takeaway ordering platform, used a TV sponsorship to increase awareness and sales in the UK.

Case Study

Suzuki, the car brand, co-created a TV show with a broadcaster to engage young women and increase sales of its Ignis model in the UK.

Case Study

Age UK, the charity dedicated to older people, co-created a TV programme in order to explain the issue of loneliness and increase donations and volunteering in the UK.

Case Study

Citroën, an automobile manufacturer, used a mobile-first campaign to personalise the lead generation process and increase sales of the C4 Lounge in Argentina.

Article

ASDA, a supermarket chain, got closer to their customers with its first longitudinal TV show ‘Our House’ in the UK.

Research Paper

Centra, a convenience retailer, redesigned its format and offering in stores to maximise targeted footfall and revenues in Ireland.

Research Paper

GemSeek Consulting, a market research and data analytics firm, sheds light on an innovative and pragmatic application of machine-learning models to help a major European Telco address fierce competition.

Case Study

BP, an oil and gas company, partnered with navigation app Waze to reach Mexico’s smartphone-using drivers.

Article

The California Consumer Privacy Act (CCPA) will transform how brands gather and employ consumer data in the state – and, potentially, beyond.

Case Study

Nutrition, health and wellness company Nestlé used a multimedia strategy, spearheaded by interactive HD video, to relaunch its Dancow Excelnutri+ growing-up milk in Indonesia.

Case Study

Marmite, the food brand, used facial recognition in a web app to increase product trial in the UK.

News

Successful brands in Asia utilise a mix of the old and the new in their marketing, and mix influence and action in their strategies according to WARC’s Asian Strategy Report 2018, published today.

Article

Examining 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 2018.

Article

Kraft Heinz tapped five principles of ‘white space innovation’ to launch its new cookie product in China’s crowded snacking category.

Case Study

P&G shampoo brand Head & Shoulders used a multi-channel campaign led by footballer brand ambassador Robert Lewandowski and his wife to appeal to female customers in Poland.