Lucy Aitken

As coronavirus continues to impact travel, brands in the beleaguered tourism sector can learn from past experiences.
Lucy Aitken spotted three themes among the case studies featured in this year’s Effective 100 rankings.
Havas London’s Executive Strategy Director, Clare Hutchinson, spoke to WARC’s Lucy Aitken about the considerable benefits of writing a paper for the IPA Effectiveness Awards.
Some of the most stand-out work of the 2018 IPA Effectiveness Awards came from agencies overseas. WARC’s Lucy Aitken offers a whistle-stop tour through some of the international winning entries and shares some of their learnings.
Jane Wakely, Global CMO for the Pet Nutrition business at Mars, is chairing the Effective Innovation category at the 2020 WARC Awards.
Lucy Aitken interviewed Andy Brander, Planning Director, M.i. Media to find out how 32Red, a multi-product gambling business, maximised its use of TV and search to increase profit and brand valuation.
Lucy Aitken interviewed Clare Hutchinson, Strategy Director at Havas London, to find out more about how children’s food brand Ella’s Kitchen raised awareness without using TV, leading to an IPA Effectiveness Silver Award.
In the week of the UK general election, WARC’s Lucy Aitken asks if there’s an appetite for brands outing their politics.
The online fashion retailer’s Love Island link-up shows a textbook example of how to plan for reach, writes WARC’s Lucy Aitken.
Starbucks’ ability to optimise its channel mix to deliver an excellent commercial return on its social media spend sets an inspirational example for other marketers.
Isabel Massey is Diageo’s first Global Media Director and is chairing the Effective Use of Tech category at this year’s WARC Media Awards.
Want people to pay more attention to your advertising? Then understand what their concerns are as opposed to screaming at them, Shell’s Americo Campos Silva, chair of the Effective Channel Integration category at this year’s WARC Media Awards, tells Lucy Aitken.
WARC’s Lucy Aitken interviewed Scott Marsden, head of global media at Spotify and chair of the Best Use of Data category at the 2019 WARC Media Awards.
This year's Creative Effectiveness Lions impressed WARC's Lucy Aitken with their commitment to causes beyond commercial objectives My name is Lucy and I have been an advocate of brand purpose for the last seven years.
Freddie Covington, Senior Vice President, Head of Marketing and Cross Border, Asia Pacific, Visa, is chairing this year’s WARC Prize for Asian Strategy.
Content, when done well, can spark joy, writes WARC’s Lucy Aitken, who’s been moderating judging sessions for this year’s WARC Awards’ Effective Content Strategy category.
AI, voice and second screens are three themes to emerge from this year’s WARC Awards’ Effective Innovation shortlist.
Having been a textbook example of how to use social in business, airline KLM shared its experiences so far of how to integrate voice.
A Dubai Lynx talk by Tala Alem, FP7 Riyadh’s Head of Digital, revealed six ways that the Kingdom’s young entrepreneurs are addressing cultural pain points.
Fernando Machado, Burger King’s CMO, is chairing the Effective Use of Brand Purpose in this year’s WARC Awards.
Lucy Aitken talks to WARC Awards Effective Innovation judge Jem Fawcus, Owner and Group CEO of qualitative research company Firefish, about how innovation can make or break a brand.
The 2018 WARC Awards Grand Prix for Innovation went to 7-Second Resumes, a solution that reframed how job-hunters appeal to recruiters.
At the Euro Effies, Matt Gladstone, Strategy Partner at Grey London, advised authors of case studies to act like detectives when writing their paper.
Bodyform/ Libresse  is rewriting the rulebook – and it’s working, according to WARC’s Managing Editor, Case Studies, Lucy Aitken.
Just a few days remain to enter the 2018 WARC Media Awards, a global case study competition that rewards effective comms planning.