North America

News • 16 July 2019

HP, the technology giant, has driven sales of its secure printers through the smart use of customer insights and leveraging the power of online video with a narrative content initiative entitled “The Wolf: True Alpha”.

How a 125-year-old brand uses digital to reinvent itself

Article • Mary Connors, Event Reports, ANA Masters of B2B Marketing, May 2019

UL, the safety science company, has long provided trust marks which demonstrate that products are safe to use, but faced the challenge of transforming in the digital age.

How a “back to basics” approach fueled Ally Bank’s brand renewal

Article • Mary Connors, Event Reports, ANA Masters of B2B Marketing, May 2019

Ally Bank, the online financial-services company, moved from being a disruptive first-mover to a brand that was being challenged by legacy players in the digital realm.

Schwab creates its own podcast marketing funnel

Article • Reed Karaim, Event Reports, Brand Marketing Summit, May 2019

Charles Schwab, the financial services provider, has used two podcasts to help drive its business.

Verizon’s all-digital Visible service trades on not being there

Article • Reed Karaim, Event Reports, Brand Marketing Summit, May 2019

Visible, an all-digital, low-cost cellular brand launched by Verizon in 2018, has placed its atypical business model at the heart of its marketing efforts.

Q Mixers concocts a new influencer strategy by tapping into bartender pride

Article • Reed Karaim, Event Reports, Brand Marketing Summit, May 2019

Q Mixers, a brand that specializes in mixers for alcoholic drinks, has aimed to build influencer relationships that rest on deeper foundations than simple financial remuneration or follower counts.

PepsiCo Inc (Food)

Article • Euromonitor Profiles, July 2019

This Company Profile from Euromonitor provides key details and analysis of Pepsi Co, the owner of brands such as Lay's, Doritos and Quakers.

March For Our Lives: Generation Lockdown

Case Study • Case Studies on WARC, 2019

March For Our Lives, the student-led organization working to prevent gun violence in the US, spurred politicians to find a solution to school shootings by shining a light on a disturbing reality.

OOH campaign measurement effectiveness

Research Paper • Outdoor Advertising Association of America, July 2019

Looks at how accuracy, scale and transparency unlock footfall attribution for out-of-home campaigns.

CareerBuilder’s brand purpose drives internal change and external impact

Article • Reed Karaim, Event Reports, Brand Marketing Summit, May 2019

Online recruitment platform CareerBuilder has taken an “inside out” approach to implementing brand purpose, with its internal application often being more pronounced than its external visibility.

Nielsen out-of-home advertising study 2019

Research Paper • Outdoor Advertising Association of America, July 2019

Provides a detailed examination of America’s travel habits and its exposure to out-of-home advertising including billboards, street furniture, transit and place-based ads.

How action-packed online video boosted demand for HP’s secure printers

Article • Reed Karaim, Event Reports, Brand Marketing Summit, May 2019

Compelling online video helped HP, the information technology company, boost demand for its secure printers among business-to-business customers.

Benchmarks for out-of-home media: Generating insights from an analysis of best-in-class case studies

Research Paper • Outdoor Advertising Association of America, July 2019

Expands the scope of current OOH research and generates benchmark statistics for the memory, attitudinal, and behavioral KPIs for OOH media campaigns.

Three 5G marketing predictions from Qualcomm

Article • Reed Karaim, Event Reports, Brand Marketing Summit, May 2019

As 5G connectivity becomes more widespread, the digital opportunities for marketers are likely to grow exponentially.

Brands failing to reflect society in their ads

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2019

Brands are failing to adequately reflect society in their advertising, according to a study conducted by the Geena Davis Institute on Gender in Media, the non-profit research body.

Oreo taps seemingly endless love of playful, cultural brand connections

Article • Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2019

Oreo, the cookie brand owned by Mondelez International, has ensured its continuing relevance by mixing an emphasis on playfulness with a presence in popular culture.

Why going in-house might kill your agency career (and why that’s a good thing)

Article • Josie Tutty, Event Reports, Event Reports, Mumbrella360, June 2019

Joining an in-house team can offer creative minds the freedom they need to solve problems and do good work, according to Dollar Shave Club ECD and ex-agency veteran Matt Knapp.

Kohl's piggybacks off Amazon

News • 10 July 2019

American department store Kohl’s has talked up its “single biggest initiative” of the year: taking in and processing returns of products bought from Amazon, in an effort to bring customers into its more than 1,100 stores around ...

China's streetwear market taps US trends

News • 10 July 2019

US skate culture has played an important role in the development of China’s streetwear market, according to a leading manufacturer.

Budweiser backs women's football

News • 09 July 2019

The 2019 FIFA Women’s World Cup may have lacked a beer sponsor, but following the success of the US national team Budweiser is extending its support for women’s soccer by stepping into that role with the National Women’s Soccer ...

P&G's Gillette weathers the 'fast and furious hate'

News • 08 July 2019

Gillette caused a storm at the start of the year with its ad addressing “toxic masculinity”, but the shaving brand never considered pulling back on its new posture, according to Procter & Gamble’s chief brand officer Marc ...

More Americans mark July 4th with a seltzer

News • 05 July 2019

Burgers, hotdogs and beer remain classic American staples during Fourth of July celebrations, yet there is growing evidence that many US consumers are opting for plant-based food, low alcohol drinks and other alternatives.

Why do people watch so much television and video? Implications for the future of viewing and advertising

Research Paper • Patrick Barwise, Steven Bellman, and Virginia Beal, Journal of Advertising Research, Digital First, June 2019

Television and video watching over the past 25 years has increased while other media consumption has declined.

The relationship between competitive pricing and direct-to-consumer advertising: How to manage DTC advertising of Rx drugs in an integrated marketing mix strategy

Article • Abhik Roy and Mary E. Schramm, Journal of Advertising Research, Digital First, June 2019

The oligopolistic nature of the U.S. pharmaceutical industry presents its members with a unique opportunity to leverage the interaction between competitive pricing strategy and promotion strategy.

Amazon adds Rite Aid to its US pick-up network

News • 01 July 2019

Amazon’s seemingly unstoppable expansion of its retail empire took another step forward last week with the news that it is teaming up with Rite Aid, the US pharmacy chain, to provide another secure outlet for shoppers to pick up their ...