Brand extension, umbrella branding, and acquisition give firms an increasingly complex portfolio of brands. This study shows how firms deploy them. After examining the brands of major grocery products ...

Gaming ads viewability exceeds benchmarks in online video and social media, thanks to highly engaged gaming audiences, according to data from Activision Blizzard Media. At the IAB UK Gaming Digital ...

Josh Bullmore, chief strategy officer at Leo Burnett and Rachel Mercer, former CXO at Proto and former head of strategy at R/GA join WARC's Lena Roland to discuss the JWT's Planning Guide's continuing ...

Positive brand equity drives sales, increases profit-margin per customer, builds loyalty, and grows market share. According to 2024 GWI data, there is a clear motivation from shoppers to wait for ...

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 ...

With the home Internet category at peak penetration and competitors flooding the market with promotions, Time struggled for attention by refusing to engage in price wars. Instead, Time adopted a ...

In 2023, White Ribbon broadened their mission of educating men/boys about gender-based violence. Working with 2SLGBTQI+ community partners with lived experience, we looked closer at how hate and ...

As competitors bottomed-out prices and flooded with promotions, Time struggled to get attention. Instead, Time adopted a counter-category approach and boldly chose to reclaim tech leadership by ...

This article delves into the profiles of overseas Chinese, their financial aspirations, and the implications for marketers seeking to engage this audience effectively. The overseas Chinese consumer ...

This article touches on how to build stronger brands in China's low-loyalty path to purchase where consumers with a plethora of options don't have a strong attachment to any single one. Chinese ...

This article addresses fragmented, siloed and rigid structures and how the marketing-led organisation of the future should be restructured, with examples from Apple, Ulta Beauty, and China's Luckin ...

Facing a significant challenge from nimble competitive brands in recent years, TD rebranded its direct investing platform, TD Easy Trade to appeal to new investors. The supporting campaign focused on ...