This EssenceMediacom piece discusses how to build brands by focusing on functional benefits at a time when Chinese consumers' brand loyalty has dropped to its lowest level in recent history. Amid the ...

Neuroscience shows that humour activates reward systems in the brain, making ads – and brands – stick with consumers long after viewing. Using humour to highlight daily routines or family dynamics ...

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 ...

Holidays are a crucial time of year for Campbell's, accounting for 42% of annual sales of its meal-starting soups. Historically, Green Bean Casserole, made with Campbell's Cream of Mushroom, was ...

The UK’s commercial radio industry finds itself in a healthier position than its peers in other countries, with growth in both advertising investment and audience size. The latest RAJAR figures for ...

The Navy entered FY23 facing its hardest recruiting year in decades with fewer hand-raisers ready to join. In order to convert GenZ, the Navy had to shift their perceptions of what it's like to be a ...

Philadelphia was under threat. In an inflationary economy with decreased purchasing power, Millennials and Gen-Z became price conscious and started compromising, turning cheaper, grocery store cream ...

Apart from COVID year, Omore has been on a growth trajectory for the past 5 years. In 2022, the brand is expected to achieve ever highest record-breaking volume. This entry represents a brand that has ...

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 ...

Pakistan is a young nation; 30% of the population is 15-29 years old. Cornetto aims at becoming a top choice for these youngsters. To win them over Cornetto offered a unique innovation where every ...

To meet ambitious growth targets, Sydney Children's Hospitals Foundation (SCHF) searched for new sources of fundraising revenue. They found it with an energising new cause: to cure the homesickness ...