Lucy Aitken

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.
Nicole Kane, Director of Global Media at McDonald’s and Chair of Judges for the WARC Media Awards’ Effective Use of Data category, spoke to Lucy Aitken about what she wants to see in this year’s papers.
Joanne Lao is CEO, TBWA Greater China and is judging the 2018 WARC Prize for Asian Strategy. Here, Lucy Aitken, Managing Editor, Case Studies, talks to her about how China is rewriting the rule book for retail and tech and why Chinese millennials are such a powerful economic group.
The gold winners in the 2018 WARC Awards’ Effective Content Strategy showed brands that successfully seeped into or borrowed from culture, writes WARC’s Managing Editor, Case Studies, Lucy Aitken...
Lucy Aitken, WARC’s Managing Editor – Case Studies, shares insights and observations from this year’s judging panel on the best performing papers from the Effective Social Strategy category of the 2018 WARC Awards.
In 2017, WARC launched the Brand Purpose category in the WARC Awards. The 2018 winners have just been announced.
Shekar Khosla is Chief Commercial Officer at Kellogg’s, Australasia and is the chair of the jury for the 2018 WARC Prize for Asian Strategy .