The Warc Blog

Seriously Social: Top 15 social brands

Posted by: Katherine Mawhinney-Kam, Designer and Production Editor, Warc

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Which brand owner creates the most effective social media campaigns? While we were searching the Warc database for case studies to feature in our newly-released Seriously Social trends report, certain advertisers cropped up time and again. To determine which advertisers make social media work particularly hard for their brands, we looked at all of the award-winning social media cases on Warc from October 2008 to December 2012, and produced this table of top social brands.

Most featured brands/brand owners in award-winning social media cases on Warc

1 Unilever, 2 P&G, 3 Kraft, 4 Mars, 5 Coca-Cola, 6 McDonalds, 7 Frito-Lay, 8 Toyota, 9 Microsoft, 10 Heineken, 11 Diageo, 12 American Express, 13 AT&T, 14 Volkswagen, 15 Samsung
Source: Case Studies on Warc, October 2008-December 2012 from Seriously Social,

As you can see, Unilever leads the pack by a long way, and is followed by fellow fmcg giant, Procter & Gamble. This was despite one of our other findings - that the household and domestic sector underindexes in total number of social media campaigns. However, campaigns for both the food and drink categories are far more likely than average to employ social media touchpoints, and take positions 3-7 in the table.

For more on how to make social media work for your brand, supported by exclusive Warc data and brand case studies, read the Seriously Social report. Subscribers can download it in full and summary versions on; non-subscribers can view a sample or buy it from the Warc Store.

25 January 2013, 14:38
American Airlines improves overall customer experience with new logo

Posted by: Robert Passikoff, President, Brand Keys, Inc

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American Airlines jettisoned its old "AA" tail-wing signature logo and unveiled its new logo this week. It's the first time they've had a new logo in 40 years, so they're really emotional about it. It's an updated eagle inside a blue and red stripe. It's a nice enough logo, and, apparently, it comes surrounded by a whole lot of rational explanations.

American, just emerging from Chapter 11 bankruptcy protection, had ordered a whole lot of new planes, so they decided to reassess their look. Fair enough. But then they took more than 2 years with IPG's Futurebrand to end up with their new logo, which might seem a long time for a nearly-bankrupt airline to spend (not to mention the money) on a logo, and according to reports, it all started with a question.

25 January 2013, 09:40
The official launch of the 2013 Toolkit

Posted by: Joseph Clift, Product Manager, Warc

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It's a busy time of year for new Warc reports: we released our latest Global Marketing Index today, and Tuesday morning saw the official launch of our 2013 Toolkit, produced in association with Deloitte. Representatives of 50 brand owners, 30 agencies and assorted tech and digital firms were all in attendance at the event, which took place at Deloitte's London headquarters.

The report summarises the lessons from the best articles, trend analysis, data and case studies published recently on Warc, and identifies the biggest marketing challenges for 2013. The launch presentation highlighted four priorities for marketers contained in the Toolkit – changing consumer expectations, paths to purchase, social media strategies, and use of Big Data – and I caught up with attendees and speakers afterwards to see what they thought. Reactions were very positive, as you can see in the video below.

24 January 2013, 10:53
By planners, for planners: The 2013 APG Awards

Posted by: Joseph Clift, Product Manager, Warc

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The impressive attendance, despite the awful weather, at last night's London launch of the 2013 Account Planning Group (APG) Awards highlighted the event's importance for many UK-based planners. Unsurprising, as the APG Awards tend to recognise planning as a discipline, rather than advertising in general: they reward a campaign's strategy – and not just its splashy creative or strong business results.

Winning an APG Award is "all about learning, not just effectiveness," confirmed AMV BBDO's Craig Mawdsley (he's also currently the APG's chair). "It's about passing on what learning we can give to other planners [and] the strength of the idea, not the sizzle of the creative." This status as idea generators and innovators, he added, makes planners "advertising's R&D department". And, added this year's chair of judges, eatbigfish's Adam Morgan, "agencies don't spend enough time on their R&D".

22 January 2013, 16:00
A closer look at online affiliate marketing

Posted by: Cila Warncke, Summaries Writer, Warc

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The Internet Advertising Bureau UK hosted an event in central London earlier today that shared results from its first online performance marketing survey: a report that summarises growth, opportunities and trends in the online performance marketing sector.

The IAB study, carried out with professional services firm PricewaterhouseCoopers, was the first such report designed to measure not just traditional online display advertising but also the full range of online spend including sales commissions, management fees and so forth. Its primary objective was to give a highly accurate picture of internet ad spend.

22 January 2013, 14:38
5 Steps to improve your brand's digital fitness

Posted by: Brand Learning

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At the start of 2012 I made a vow to get in shape, shed some pounds and take up running. I was spurred into action by yet another request to sponsor my younger sister on an epic feat of endurance - that and the fact that my love of good cooking was beginning to show.

Having taken up various sports over the years only to drop them a few months later, I knew I needed to take a different approach. One of my passions other than food is technology and on the market today is a broad range of tracking and measuring devices that allow you to quantify your own performance and see the improvements of training programmes. I downloaded a running app from my phone and invested in a Nike Fuel band to make sure I became more active outside of my running programme.

18 January 2013, 15:36
The surprising truth about tablets

Posted by: David Tiltman, Head of Content, Warc

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The start of the year is predictions time. Here at Warc we've launched our Toolkit 2013 report on the challenges of the year ahead. We've also run a slew of forward-looking pieces from around the industry.

One set of forecasts I keep an eye on each year is Deloitte's TMT (technology, media, telecoms) predictions. The report, out this week, is based on the company's own research, plus input from all over the media industry, and always makes for an interesting (and sometimes counter-intuitive) read.

15 January 2013, 15:43
New on Warc: A year for innovation

Posted by: James Aitchison, Director, Warc

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The latest content highlights on feature a critical theme for 2013 - innovation - and come courtesy of a special Admap focus. This will make great reading for anyone entering the Warc Prize for Innovation. We also start the New Year with a range of pieces sizing up the trends and challenges that lie ahead.

To receive content updates like this by monthly email, visit: Your Warc > Email Alerts.

08 January 2013, 15:14
Mythbuster: 'Typical' consumers

Posted by: Mythbuster, Les Binet and Sarah Carter, DDB

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Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the idea that we are 'typical'.

Two seemingly unrelated things happened recently that made us a feel a bit worried. Firstly, a young planner was telling us why she enjoys working on digital stuff more than TV. "Of course, people spend lots more time online these days than watching TV," she said. We pointed out that the data shows that people spend a lot more time watching TV. "Oh, I don't believe that" she said, "I mean I don't…"

07 January 2013, 11:02
Brandship with a purpose

Posted by: Molly Flatt, Social business director, 1000heads

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The waters of social media may be muddy, fast-moving and full of contradictory crosscurrents, but I'm sure we can agree on one thing: that being friends with brands is bullshit.

This isn't just semantic nitpickery. A focus on 'friends' implies a flaw in a brand's social media approach, such as trying to 'own' consumers on branded presences, rather than encouraging conversation and advocacy further afield, or treating clicks on Like and Follow buttons as meaningful metrics and goals. As for consumers, our early, indiscriminate enthusiasm for social networking is taking a more strategic shape. From Ex's we're bored of stalking to brand groups we joined solely to scoop a freebie, we're weeding fake friends out by the trowel-load. We were never really interested in what your CEO had for lunch and, nowadays, we won't even pretend.

07 January 2013, 10:56

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