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Research Paper • Marc O'Regan, Kalidas Ashok, Olga Maksimova and Oleg Reshetin, Journal of Advertising Research, Vol. 51, No. 4, 2011, pp. 571-577
This paper describes a complex 5-country segmentation of the mobile telephony market on behalf of MTS, a leading global mobile phone provider.
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Case Study • Cannes Creative Lions, Grand Prix, Creative Effectiveness Lions, 2018
Savlon, a hygiene brand, affected change in the behaviour of Indian primary school children by introducing and promoting an innovative product in a fun and memorable way. -
Article • Stephen Whiteside, Event Reports, Techonomy NYC 2018, May 2018
Sir Martin Sorrell, the ex-CEO of holding company WPP Group, believes several fundamental trends are transforming the advertising industry. -
Article • Anna Hamill, Event Reports, Socialbakers Social Media Summit, March 2018
With the rise of new platforms such as Instagram Stories and the increased challenges of perennial brand favourites such as Facebook, the future of social media in the next 12 months is uncertain. -
Article • Dan Calladine, WARC Webinars, January 2018
Dan Calladine, Head of Media Futures at Carat Global, discusses the major technology and media trends to prepare for in 2018 and the ways in which media use and consumption may shift. -
Data • James McDonald, WARC Data, January 2018
This report summarises the latest advertising expenditure data from WARC's Data platform. -
Article • WARC Exclusive, November 2017
Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.