Biscuit brand Oreo leveraged Indians’ belief in superstitions to cement its brand in Indian culture with the Bring Back 2011 campaign, securing earned PR and growing sales value by 22%.

In 2024, Hungarian society continues to face the pressures of a prolonged polycrisis. The constant stream of difficulties has left many people feeling stuck and powerless. Telekom wants to help break ...

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive ...

Fear, driven by cultural shifts or global crises, can significantly impact how audiences perceive a brand's trustworthiness, relevance and value – brands that ignore these shifts risk losing ground to ...

The shopping habits of luxury consumers continue to evolve, with research suggesting that logos and overt status are becoming less important and that many buyers now prefer to “purchase memories” in ...

Provides an overview of the key datapoints that advertisers need to know about TikTok, spanning investment, consumption and performance insights. Global TikTok ad revenue forecast to reach $32.4bn, an ...

The race for profitable growth and value creation in Asia is more nuanced and difficult than ever. By adopting the Pace Principle, Asian marketers can manage the “twin paces” of growth and unlock ...

Campaigns with a 50:50 split between brand and performance deliver the strongest effect on both short- and long-term business metrics. For shorter campaigns (1-4 weeks), the effects observed were, on ...

With a global recession looming in the wake of President Trump’s tariffs, what should marketers be doing to protect their brands? There was already an expectation that tariffs would lead to inflation ...

Our expectation with this campaign is to encourage more fathers to spend additional time with their newborns, thereby sharing child-rearing responsibilities with women and reducing a series of ...

The author has researched hundreds of brands to understand entertainment and selected the top 20 brands, codifying their strategies and tactics, to create a set of 8 archetypes which offer a framework ...