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Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Opinion

Brands such as Coca-Cola and Exterion are taking advantage of better, faster, and cheaper advertising research tools.

News

LONDON: Lebanese news TV station, Murr Television, has won the Grand Prix in WARC’s inaugural prize for Middle Eastern and North African strategy thanks to a campaign from TBWA/RAAD that helped to fix the country’s life-endangering ...

Article

This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.

Article

This study by Val Morgan and Kantar Millward Brown offers insights into the impact of cinema advertising on audience reach, based on data from 60 Australian campaigns.

Opinion

It’s hard to believe it was only 20 years ago since the UK launched its fifth TV channel with a little help from the Spice Girls.

Case Study

This case study shows how Dunkin' Donuts, a US coffee and donut fast-food chain, became more popular with millennials by partnering with Spotify and a mass of social platforms to celebrate music.

Case Study

This case study explains how Fox Home Entertainment promoted its superhero film, Deadpool, globally through a viral social media campaign based around the promotional participation of its star and producer, Ryan Reynolds.

News

LONDON: More than any previous year at Cannes, online video has proven to be a key channel for creative effectiveness, according to a WARC study of the 122 campaigns entered for the Creative Effectiveness Lions this year.

Article

This report highlights trends among the campaigns entered into the 2017 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches, metrics and regional variation.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.

Case Study

This case study describes how Egyptian snack brand Chipsy softened the blow of a price rise using an on-pack promotion, TV, outdoor and social media.

Case Study

This case study shows how the Egyptian Autism Society (EAS), a non-profit organisation, changed parents' perceptions of their own autistic children, through an educational campaign across Egypt.

Case Study

This case study describes how the Baheya Women's Cancer Hospital in Egypt raised awareness and donations during Ramadan by posting its message on dessert boxes.

Case Study

This case study shows how Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Case Study

This case study describes how potato chip brand, Chipsy, used its packaging as a sports-betting medium to boost sales in Egypt and leverage its sponsorship of the UEFA Champions League.

Case Study

This case study shows how Coca-Cola, the carbonated drinks company, increased brand equity by developing a community action platform for the Middle Eastern youth.

Case Study

This case study describes how international development organisation, UN Women, used a storytelling strategy on TV, outdoor and radio to campaign for women's rights in Egypt.

Case Study

This case study shows how Orange, a telecommunications provider, gave an old retro game a twist to show young Tunisians the speed of its Internet services.

Case Study

This case study shows how TV station Murr Television (MTV) took on the challenge of fixing potholes across roads in Lebanon, bypassing government consent and gathering widespread acclaim.

Case Study

This case study describes how milk brand Labanita brought its two cow mascots back from the dead to raise awareness and build brand love and sales in Egypt.