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Article

McDonald’s, the restaurant chain, is seeking to achieve a holistic view of consumers as it strives to build genuine engagement and a true digital value exchange.

News

ORLANDO, FL: Deckers Brands, the owner of the UGG brand of boots, has seen significant benefits from giving its product designers a truly immersive view of consumers.

Opinion

Harjot Singh is Chief Strategy Officer of McCann Europe, and, this year, will judge the purpose category of the WARC Awards 2018 .

News

LONDON: The latest Edelman Trust Barometer paints a picture of the UK as a pessimistic and suspicious country, where few people consider themselves properly informed and many of the rest reject the news as too depressing.

News

GLOBAL: Major sporting events and political campaign spending are expected to underpin growth of 4.7% in the global ad market – the strongest rate since 2011 – as the PyeongChang Winter Olympics and Russia World Cup help push marketing ...

News

GLOBAL: Purpose-led marketing strategies are increasingly helping brands achieve their commercial objectives, according to a new WARC report, which also cautions that measurement in this area needs to improve.

News

APAC: While it is common for marketers to feel overworked, a new study confirms not only that a majority of brand and agency marketers have too much to do in too little time, but that a similar proportion feel the overwork is affecting their ...

News

BANGKOK: Coca-Cola has adopted a creative approach to ensure the consistency and accuracy of its brand tracking data across more than 90 markets, according to an executive at the company.

Research Paper

Identifies the characteristics that are more likely to be in Cannes Lions winners' entries and looks at the dis-equilibrium that is causing many brands to rethink their strategies.

Article

KFC Thailand has used mobile consumer surveys to better understand their consumer market amid changes in category behaviours, using the data to fuel advertising investment, product testing and in-store testing.

Opinion

Experience is the battleground for brands today, says Mark Sherwin of Accenture Interactive, with c onsumers and business buyers able to pick and choose more freely than ever.

News

DETROIT, MI: Self-driving cars may grab the headlines, but reports from the Detroit Motor Show suggest the real shift taking place in the auto industry is the development of unexpected partnerships.

News

SYDNEY: Telstra is repositioning itself not just as a telecommunications services company but a content one as Australia media consumption habits change, according to senior executives at the company.

News

NEW YORK / LONDON: Changes made by Facebook to its algorithm last week are already having a negative impact on both brands’ and publishers’ video views, according to new research.

News

LONDON: Investment in TV sponsorship has grown by over 47% in the past ten years, but deals are sometimes forged as last-minute buys or under the premise of ‘cheaper’ airtime, an approach which fails to appreciate just how sponsorship ...

News

BEIJING: For the first time, men in China spent more online than women, due to heavy spending from young men on takeaway food and gaming, in a reversal of the traditional belief that women shop more than men.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Brand Purpose category of the 2017 WARC Awards.

Article

CES 2018 delivered numerous new technologies of potential interest to marketers, but several core themes emerged that may be the priority for brands seeking to understand the changing digital ecosystem.

News

LAS VEGAS: Brands seeking to connect with consumers across multiple touchpoints should consider exploring the potential of “d-commerce”, Carissa Ganelli, Chief Digital Officer at restaurant chain Subway, has argued.

Article

UGG, an iconic footwear line owned by Deckers Brands, has used consumer insights to further strengthen a brand that boasts almost unique levels of enduring appeal.

News

LONDON: Coca-Cola is the latest brand to join the war on plastic waste, announcing a new World Without Waste initiative which aims to collect and recycle the equivalent of every bottle or can it sells globally by 2030.

Article

Subway, the sandwich chain, believes that "distributed commerce" could represent a powerful approach to driving sales in the future.

News

NEW YORK: Corporate social responsibility (CSR) initiatives must address the interests of a company’s intended audience to fully support the high-minded intentions of the sponsoring service, a paper in the Journal of Advertising Research ...

News

LONDON: Advertising mail does not have a high industry profile but even in the digital age it remains a major media channel – worth £1.7bn – and one that now has a currency to support media planning.

News

SYDNEY: When it comes to developing an effective innovation culture, using psychological techniques to spur creativity and new ideas can have a big impact on a project’s future success, according to an expert in effective innovation.