This paper illustrates how brands can achieve positive business effects from focusing on relevance and provides a framework for creating content and ads that are culturally and personally relevant to ...

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 ...

The Marketer's Toolkit identifies five trends that will disrupt existing global marketing practices and offers insights to help turn these disruptive areas into opportunities for growth.

Sprite, a carbonated beverage brand, offered upset fans free Sprite whenever a yellow card was issued during the World Cup for its 'Heat Happens, Stay Cool' campaign to deepen its cultural relevance, ...

Novartis' Entresto is a drug approved for the treatment of heart failure with reduced ejection fraction. Entresto has the potential to gradually reverse the damage to the heart's structure and ...

For marketers, attention is becoming an increasingly important component of marketing effectiveness, with real-world applications that weren’t as easily actionable even several years ago. Within that, ...

Campaigns that prioritise contextually relevant advertising to engage audiences are proving their value and, with two in three people in the UK claiming they are sports fans, the opportunity to engage ...

São Paulo,, Brazil's most populous city, is a bustling urban center with over 12.4 million residents and an additional 8.6 million people in the surrounding metropolitan area. Its public ...

Adopt Your Allergies put a scientific study to the proof in the form of not one but two brand-led experiences targeting allergic people. First came a press release conference, where we invited ...

In the dynamic arena of Mexico's gaming community, a notable absence loomed. Despite its active presence in the country's media cycles, PlayStation hadn't hosted a local event in more than five years.

E-commerce and financial services giant Mercado Libre understands better than most companies the importance of corporate reputation for sustained growth. With a major presence across Argentina, Brazil ...

Adidas views the current market landscape as a unique moment to engage a new generation of consumers who have not previously been core to the brand.