The Body Shop rediscovers its mojo
The Body Shop, the health and beauty manufacturer and retailer, is making activism a core…
Author Warc Staff
Digital audio picks up momentum
Advertiser confidence in digital audio is growing, according to new research, with 86% of agencies…
Could packaging play a new role in brand differentiation?
Both PepsiCo and Nestlé have announced some potentially significant packaging developments in the war on…
Deconstructing premiumisation with Ehrenberg-Bass
Premiumisation is about more than simply launching a premium brand – and even if it…
Apple’s ‘radical candour’ with agencies
When it comes to product development, Apple says ‘no’ more often than it says ‘yes’,…
How six-second TV ads capture attention
Many of the dynamics influencing six-second television ad performance vary compared with longer commercials, according…
A redefinition of customer-centricity
To be successful in future, brands will need to ditch long-held and generic demographic segmentation…
Senior business leaders lack confidence in building brands
Despite the evidence that brand building helps create value over the long term, new research…
How brands can tackle the fake news threat
Brands worried about the prospect of their ads appearing on fake news sites may need…
How do you bring a brand to life?
Humans are wired to feel connected to others when they find interests, traits or experiences…