Lucy Aitken

Gillette’s We Believe campaign earned its place on the first level of the Creative Effectiveness Ladder where Influential Ideas attract attention and controversy, writes Lucy Aitken.
Lucy Aitken, Managing Editor – Case studies at WARC, speaks to Nike and Mindshare China about how they helped people move during the COVID-19 quarantine, at a time when their usual exercise routines were completely disrupted.
Lucy Aitken, Managing Editor – Case studies at WARC, speaks to Budweiser and Anomaly New York about how they revived Budweiser's 1999 Wassup campaign and made it relevant for the COVID-19 lockdown.
Lucy Aitken, Managing Editor – Case studies at WARC, speaks to Tesco and BBH London about how they adapted Tesco's Food Love Stories campaign during the COVID-19 lockdown.
Dara Treseder, CMO, Carbon, is chairing the jury for the Effective Use of Tech category at the 2020 WARC Media Awards.
Siew Ting Foo is Vice President and Global Head of Marketing Strategy & Planning, Print Category at HP and the Jury Chair for this year’s WARC Prize for Asia Strategy.
Judges for the 2020 WARC Awards’ Effective Use of Brand Purpose category regarded the shortlisted work through the lens of lockdown, writes Lucy Aitken.
Lucy Aitken offers insights into judging for the recent WARC Awards’ Effective Innovation category, where the simplest ideas attracted the highest praise.
The Effective Social Strategy category in the 2020 WARC Awards was dominated by QSR case studies from around the globe.
Tarek El Kady is Senior Marketing Director for McDonald’s in the Middle East and Africa and the Jury Chair for this year’s WARC Prize for MENA Strategy.
To mark its tenth anniversary, WARC’s Managing Editor – Case Studies, Lucy Aitken, analyses previous winners of the WARC Prize for Asian Strategy to see how strategy will evolve across the region and announces a new Special Award.
There is much to be learned from Small Business Saturday, says WARC’s Lucy Aitken. A 2010 social-first initiative from American Express became an annual event to help out local enterprises in the US and the UK.
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.