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Australia & New Zealand

Although relatively small markets in terms of adspend, Australia and New Zealand are known for the quality and sophistication of their advertising. Both markets have established local-market effectiveness competitions, and campaigns from these markets tend to perform well on the international stage.

Key Reading

Important papers from across the Warc database

his event report looks at recent examples of how advertisers in Australia – including Rip Curl, IKEA, Airbnb and Samsung – are embracing new platforms, brand collaborations, new content ideas and data as they engage with increasingly sophisticated audiences.
This article examines the state of strategy in Australia, using case studies from the APG Australia Awards.
Predicted advertising expenditure across 12 key markets, including Australia, for the next two years.
Dedicated to inspiring the exchange of expertise on how business can benefit from creative thinking.
In New Zealand, the Effie Awards are backed by the Communication Agencies Association (CAANZ).

Case Study

This case study shows how DB Export, a beer brand, increased sales by asking New Zealanders to drink more beer as a way to help produce biofuel and save the environment.

Case Study

This case study explains how Volkswagen increased sales of its Amarok truck model in Australia by challenging perceptions of the truck in an initially unbranded campaign targeting tradespeople.

Case Study

This case study shows how MS Limited Australia, an Australian charity organisation, successfully raised awareness about Multiple Sclerosis (MS) by designing a bicycle laden with the disease's symptoms.

Case Study

This case study shows how the Melbourne International Film Festival (MIFF) increased ticket sales in Australia by creating film trailers that depicted emotional expressions of viewers rather than the movies.

Case Study

This case study shows how Headspace, a meditation app, successfully launched an app that helped children understand the power of emotional bullying when texting, in Australia.

Case Study

This case study shows how Metro Trains Melbourne, an Australian railway-operating brand, increased consumer awareness about railway safety by creating a mobile gaming app derived from its previous 'Dumb ways to die' campaign.
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Article

This article outlines how HESTA, a superannuation provider for healthcare workers in Australia, infused brand purpose and storytelling into its marketing to raise awareness of the need for retirement savings.

Article

This article covers how ANZ, one of Australia's big four banks, has streamlined its in-branch customer experience with digital and data-driven initiatives.

Article

When MyBudget, a personal budgeting service in Australia, found leads dropping for the first time ever after launching rebranded TVCs, the company used neuroscience to determine the cause of failure and relaunched to record a 50% increase in leads year on year.

Article

This article describes how Medibank, an Australian health insurer, changed its fortunes and customer experience (CX) offering through a digital transformation after years of under-investment in back-end technology and systems.

Article

This article explores how Optus, a major Australian telecommunications company, is adopting an innovation mindset for its marketing in a highly competitive but often slow-moving category.

Article

This article outlines the principles behind innovation at Goodman Fielder, which owns 33 well-known brands in the bread, dairy, poultry and grocery categories across Australia and New Zealand.

Article

This article explores the link between long term memory encoding and commercial effectiveness, and how marketers can use neuroscience to create more effective campaigns.
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  1. Article

    This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

  2. Article

    This article provides advice from VICE Media, the digital and media publisher, on how brands can create content that engages millennials across digital, social media and television.

  3. Article

    This article explores how music streaming data can be used to segment millennial audiences where age-based clustering falls short.

  4. Article

    This case study shows how Tigerair, an Australian low-cost airline, improved its very low customer consideration scores with a humorous and highly shareable campaign.

  5. Article

    This case study explains how OPSM, an Australian opticians chain, used a story book to increase numbers of children's eye tests.

  6. Article

    This case study explains how Chobani, the yoghurt brand, built its premium positioning and encouraged people to eat more yoghurt with a social media campaign in Australia.

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