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Article

Johnson & Johnson, the healthcare giant, has built out a Content Lab that helps it tell stories in more compelling ways.

Article

Research from the Cultural Marketing Council has shown the uniquely powerful connection between culture and content.

Article

Addressable TV currently (2018) reaches around 40% of UK homes, a figure predicted to rise to 60% within a couple of years.

Article

Boost, a malted drink popular with children in India, successfully reached its target audience with long-form video content delivered via parents’ phones.

Article

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

Article

The young target audience for Jägermeister isn’t drinking as much as previous generations and is more restrained in an age of social media, resulting in the spirit brand adopting a new brand strategy of ‘less is more’.

News

ORLANDO, FL: Anheuser-Busch InBev, the brewer, is developing a content model that works at high speed and delivers enhanced relevance, while also proving a cost effective means of reaching consumers.

News

NEW YORK: OTT is emerging as a viable secondary content distribution platform for local TV channels to capture certain audiences and generate new advertising revenue streams.

Case Study

Tech company Microsoft empowered and inspired young females around the world to pursue a career in STEM (Science, Technology, Engineering, Math).

Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

Article

Lucas Herscovici, Anheuser-Busch InBev’s Global Marketing VP/Consumer Connections, Insights and Innovation says that advertisers need to be able to stop interrupting and start attracting consumers by making content that is culturally relevant, and that people want to see.

News

NEW YORK: Netflix, the video streaming service, has built a reputation for creating award-winning original shows, such as House of Cards, but it has emerged that a full 80% of its viewing in the US actually comes from licensed TV and movie content.

Case Study

Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.

Case Study

Tecate, the Mexican beer brand, used a campaign against domestic violence to increase sales in Mexico.

Case Study

Brewer Guinness used a campaign based on human stories to strengthen perception of the brand in Great Britain and Ireland.

Case Study

Pantene, the hair-care brand, revived the Beautiful Lengths campaign in Israel by communicating the opportunity to remove a cancer sufferer from a billboard.

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.

News

GLOBAL: There is huge scope for innovation within integrated campaigns where each channel not only plays to its strengths but reinforces the roles of other channels, according to a WARC study.

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.

News

SYDNEY: Brands including Samsung and Westpac agree television remains influential and are looking to get the most out of television spend as the Australian media market evolves.

Article

Discusses the issue of ad wearout, including the challenges for advertisers and tips on how to face them.

Article

Looks at the decision to 'go dark', scale back or eliminate the advertising budget, and both the short- and long-term implications this can have for brands.

Article

Guinness, the Diageo stout brand, has embraced innovation at every level of its business, with lessons from its products and ad development.

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

Age UK, the charity for older people, used an emotional video to increase awareness of the problem of loneliness among older people, and increase volunteering and donations.