Phong Huynh, Alena Rossini, Desmond Chan, Kalidas Ashok and Laurenz Koehler, ESOMAR, Asia Pacific, Singapore, May 2015
This paper illustrates how a segmentation study was conducted for Celcom, a Malaysian telecoms business, using a creative approach that embedded the findings throughout the organisation.
Joseph Clift, Event Reports, iMedia Summit, April 2015
This event report considers some of the practicalities of marketing in today's complex world; primarily the need for marketers to be prepared to "let go" of their communications.
Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015
This event report shows how AT&T, the telecoms giant, is reinforcing its core brand proposition by activating its naming rights of the home stadium of the Dallas Cowboys.
Martin Beverley, Warc Prize for Social Strategy, Shortlisted, 2015
This case study describes how Three, the mobile phone network, encouraged customers to share photos from their holidays online to promote a new free roaming policy.
Chris Caley & Alicia Philipp, Warc Prize for Social Strategy, Shortlisted, 2015
This case study explains how Virgin Mobile Australia launched its new brand positioning 'Making Mobile Better' with a social media campaign based around food.
John Dick, ARF Experiential Learning, Re:think, March 2015
This paper explains how CivicScience, an online data and polling company, used the data it had already collected from its panel to understand which non-demographic questions best indicated broader attitudes and behaviours.
Charlie Hinton, Greg Pharo, Joe Empert and Damon T Samuel, ARF Experiential Learning, Re:think, March 2015
This paper explains how AT&T, the US telecommunications company, developed a variant of marketing mix modelling to better understand the impact of different digital ad formats.
Case Studies on Warc, 2015
This campaign promoted the new Samsung Galaxy smartphone through an innovative live event that was filmed and then distributed via online video.
Emily Barley, Event Reports, ISBA Annual Conference, March 2015
This event report looks at how Vodafone has evolved three pillars to help it navigate the complex and rapidly changing world of modern marketing.