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Article

This event report outlines how brands can successfully fuse brand activation and promotions with advertising, drawing on examples from the Coca-Cola Co. in the US.

Case Study

This case study shows how Surf, a detergent brand, successfully related its brand message to the Ramadan celebrations in Pakistan and India.

Case Study

This case study shows how Persil, a detergent brand, renewed its core values in a bold campaign that successfully increased its sales in the UK.

Case Study

This case study shows how MasterCard, a financial services brand, installed an interactive display to collect food donations across the UAE.

Case Study

This case study describes how hotel chain Marriott Europe created a start-up accelerator programme to refresh its image among younger, tech-savvy business travellers in western Europe.

Case Study

This case study describes how financial services company Charles Schwab, joined with news network CNN’s anchors to create a multimedia content series to gain the attention of the hard-to-reach investor audience in the US.

Case Study

This case study describes how airline Cathay Dragon used an online influencer content campaign to raise awareness of the brand in China among the young traveller sector.

Case Study

This case study describes how fast-food brand KFC employed programmatic technology to create and distribute content to millennials to launch its Hot and Cheezy burger in Malaysia.

News

TOKYO/SEATTLE: High-tech Japan has puzzled music industry observers in recent years because of its slow adoption of music streaming, but the format may gain momentum after Napster and Rakuten announced a partnership.

Case Study

This case study explores how the ABS CBN Foundation, a non-profit, non-governmental organisation, launched a local campaign in Manila, Philippines to raise awareness of the city's polluted rivers, by collaborating with artists.

Case Study

This case study shows how Always, a feminine hygiene products brand, increased brand awareness globally by using emojis to tackle society's prejudices towards young girls.

Case Study

This case study explores how Oetztal Tourismus, a range of hiking hotels in Austria, launched a ski pass in the local area of Soelden, which would be the first of its kind to have a built-in chip to make skiers locatable.

Case Study

This case study explores how Hippeas, a health food start-up, launched a campaign in the UK and the US to promote its chickpea products.

Case Study

This case study explores how DOT, a corporation that produces products aimed at establishing blind and visually impaired (B&VI) people's right to access technology, ran a global campaign and launched the first braille smartwatch, which uses patented DOT Active Braille Technology.

Case Study

This case study explores how Stylight, an online fashion shopping platform, launched a national campaign in Germany to enable German women to scan any item in the fashion magazine and buy it directly through Stylight.

Case Study

This case study explores how Harbin Beer, a leading beer brand produced in China, initiated a worldwide campaign by connecting sportsmanship, in relation to the Olympics, with a celebratory beer.

Case Study

This case study explores how Plan.Net, a creative agency, launched a national campaign to help refugees arriving in Germany to learn German.

Case Study

This case study explores how Cornetto, a frozen dessert brand manufactured by Unilever, launched a local campaign in China to help teenagers deliver their 'love confessions'.

Case Study

This case study explores how HBO, an American premium cable and satellite television network, launched a regional campaign in the US to promote its documentary series, 'Suited', which follows tailors who help find suits for gender non-conforming and transgender clients.

Case Study

This case study explores how Passage du Desir, a company focused on the sustainable development of a couple, launched a campaign in France to promote its sexual stimulating treatment 'Chronoerect'.

Case Study

This case study explores how LG Centrum System, part of LG Electronics, a South Korean multinational electronics company, ran an international campaign across countries including Germany, France, Spain, Russia, the US and the UK, to launch its new washing machine.

Case Study

This case study explores how Chipsy (AKA Lays), the world's biggest potato chip brand, launched a campaign in Egypt by partnering with the UEFA Champions League: the world's biggest football league.

News

LONDON: For the public and charity sectors, marketers can increase the long-term effects of a campaign by aligning with the expertise, exposure or the fame of a partner, an industry figure argues.

Case Study

This case study explores how the American newspaper, The New York Times challenged the rival, non-traditional media which were eating into its market share through a VR app.

Article

This report explores the effective use of media through insights from the winners of the 2016 WARC Media Awards and analysis from the 40-strong judging panel.