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Opinion

Kantar Millward Brown research into the last three years of TV Christmas ads in the UK explores what successful spots do, and what distinguishes an effective strategy at this time of year from ads at any other time.

Opinion

Jem Fawcus from Firefish outlines why TV is such an effective channel for purpose-led campaigns, enabling brands to tap into audiences that are primed for strong emotion-led messaging.

Case Study

Transnational consumer goods company Unilever updated its corporate 1001 Inspirasi Ramadhan campaign to create unprecedented standout during Ramadan, Indonesia's busiest retail period.

Article

Marketers get better return on investment from multichannel marketing strategies than investing in a single channel.

Case Study

Theraflu, Russia's market-leading anti-cold and flu treatment, created the Theraflu Flu Tracker which warned its target audience when flu and colds were heading their way.

Case Study

Toyota, the car brand, used branded content to increase sales of its hybrid car models in Europe.

Case Study

Neutrogena, the personal care brand, tapped into online beauty tutorials to improve top-of-mind awareness of its facial wipes among Argentinian consumers.

Case Study

FUIB, one of Ukraine's top 10 banks, used machine-learning techniques to create a successful media planning model for its advertising campaign.

Case Study

Lifebuoy, the soap brand owned by Hindustan Unilever, targeted the people most at risk of infections preventable by good hand hygiene to increase sales in rural India.

News

In retrospect, 2018 will be regarded as the year purpose went mainstream, says the chief marketing officer of IKEA in a new WARC report that highlights brand purpose strategy trends for effective marketing.

Case Study

Beer brand Michelob used an influencer strategy to grow awareness and sales in Mexico.

Case Study

Virgin Trains, the British trains operator, increased journey numbers with a data-driven, targeted campaign using TV, radio and DOOH.

Case Study

Aeroméxico, Mexico's leading airline, increased sales by engaging with Mexican millennials during El Buen Fin, Mexico's busiest online sales season.

Case Study

An innovative scientific approach helped StarHub, one of the top telecommunication companies in Singapore, target the optimum media platforms and channel mix for introducing a new parental control tool for mobile users.

Case Study

IHOP, the restaurant chain, used audience targeting to increase visits and sales in the US.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.

News

Roku, the online streaming TV service, is aiming to fuel growth via advertising and a capacity to show the direct business results of that advertising.

News

The Middle East and North Africa is chronically under regarded by the marketing world at large. With WARC’s second MENA strategy report, we have taken a deeper look at the region’s best campaigns.

Article

Dr. Magda Nenycz-Thiel, senior marketing scientist at Ehrenberg-Bass Institute, and Dr. Duane Varan,chief executive officer at MediaScience discuss if shorter ads are as effective as thirty-second ads.

Article

Progressive, the insurance provider, is seeking to find the right balance of information and intuition to succeed in its marketing efforts.

Article

A recent study by specialist media consultancy, Work Research, reveals there is disparity between marketers’ desires to pursue long-term brand building strategies and the reality of allocating media money to short-term sales response channels.

Opinion

Waste is something to be avoided, according to many marketers and their favoured digital targeting platforms, while others understand its subtle power.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

News

TV is in decline, but it is still perceived as an effective medium; addressable TV remains a promise; the TV industry looks likely to consolidate.

Article

Details how out of home advertisers can implement personalisation by showing how technology can help strengthen personalisation through this channel.