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SHORTCUT The latest Warc ad forecasts and media trends data

Article

Explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.

Article

Details how to use data and statistics in story telling by providing six golden rules for success.

Article

Outlines the various steps to take that will enable companies to develop and implement a successful data-driven marketing programme.

Article

Six key steps to help marketers navigate the volume and complexity provided by big data and glean meaningful insights.

News

Heineken France has developed a way to address the particular issue that plagues all FMCG brands – the lack of a direct relationship or connection with their customers.

Article

Outback Steakhouse, the US casual dining chain, drove an extra 250,000 visitors to its branches in three months with a geo-tracking campaign.

News

McDonald’s, the global QSR, has used its popular Monopoly app, based on the board game, to optimise its digital advertising and drive footfall in Australian stores.

Article

This event report explains how Castrol, the motor oil company, developed a gadget that helped customers monitor the health of their cars - increasing sales in the US.

Rankings

The WARC Media 100 is an annual ranking of the world’s most awarded campaigns and companies for media.

Article

This event report explores how Warner Bros Studios used large data sets and machine learning to give the latest installment in the Sylvester Stallone franchise ('Creed') a chance of becoming a blockbuster.

Article

This event report explores how Voyage Prive, a flash-sale holiday site, has utilised a learning exercise in order to match advertising images of holidays with people's personal vacation preferences.

Article

This article explores how a voter sentiment tracker that used artificial intelligence to aid news coverage of the US presidential election called the surprise result early and correctly.

News

Uber, the ride-hailing giant, used artificial intelligence to understand the public’s sentiment toward the brand across the mass of unstructured social data created about it every day, in a way that allowed it to make leadership decisions in a

Rankings

The Media 100 is an annual ranking of the world’s most awarded advertising and marketing campaigns in media competitions around the world, and the companies that created them.

News

SAN SEBASTIAN: Shell, the fuel giant, has developed a sophisticated loyalty scheme that takes account of drivers’ changing behaviour over time and adapts accordingly in order to drive engagement and reduce churn – and sell more fuel.

News

SAN SEBASTIAN: US mobile network Sprint used artificial intelligence to personalise messages to customers – and not only boosted retention rates but created a ripple effect that slowed churn rates among its customers’ friends.

Article

IBM has built a management system around marketing efficiency in response to the requirements of the CMO to know the company’s ROI on marketing spend, how best to spend in future and to make marketing decisions data-driven.

Article

Uber, the global ride-hailing platform, put together a system that would allow it to track sentiment in almost real time.

Article

HIV is no longer regarded as the risk it once was but awareness was low in Argentina, where increasing numbers are affected.

Article

US mobile network Sprint wanted to understand the impact of its customer retention efforts not only on chosen targets but also on those targets’ contacts who were also Sprint users.

Article

Annual report on gender and ethnic representation in marketing from the Association of National Advertisers and its Alliance for Inclusive and Multicultural Marketing, based on surveys of gender and ethnic diversity among CMO and CMO equivalents, the overall ANA membership, and the US-based marketing departments of 40 ANA board and other member companies.

Article

The human brain, the source of our creativity, is essentially an advanced data processor and that makes advertising a data process, according to one industry figure.

Article

As certain business types become more proficient at using data, analytics and machine learning to serve their primary goal in a better way, they are also creating whole new sources of revenue.

Research Paper

What does it take to grow a brand? How to avoid its decline? Some popular answers to these questions can be found in the research by Byron Sharp and others from the Ehrenberg-Bass (EB) Institute on "how brands grow." In this article, we propose that such an approach, despite its strengths, lends itself to some limitations when taken too literally.

Article

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.