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Key reading

Mobile handsets

Why mobile loyalty is all about the OS

This article examines loyalty in mobile phones, looking at how handset, operating system and network each command different, yet overlapping, types of loyalty. It finds that most customers are open to switching handset brands, though this can be tempered by a good retail experience.
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T-Mobile transforms its brand – and revolutionises an industry

Why becoming the "Uncarrier" helped to transform T-Mobile's brand reputation in the US.

AT&T's marketing mix modelling

The carrier's ROI study on its TV campaigns, showing the benefits of marketing-mix modelling.

Unveiling the smartphone buyer's journey

This article offers a solution for understanding online shopper journeys across digital touchpoints.

Inspiring action at O2

How the telecoms company developed a system for improving customer experiences.




Latest case studies

Three: How The Perfect Surprise Won Christmas

This case study describes how a brand response creative campaign delivered real commercial effect at the most commercially and emotionally competitive time of year – Christmas – for Three Ireland, a telecoms brand.

Switched On: Moving Bord Gáis Energy from state sector monolith to private sector powerhouse in eight short years

This case study describes how Bord Gais Energy (BGE) successfully moved from a state sector monopoly to a private sector company in the hyper-competitive Irish energy market by using marketing and advertising as a strategic business tool.

Big, bold and singleminded: From UPC to Virgin Media - The story of 2015's most successful Irish brand transformation

This case study describes how UPC, an Irish telecoms company, rebranded into Virgin Media and ran a campaign retaining what was best about UPC while creating a new telecommunications brand rooted in Ireland.

Eir: No more POTS. The story of turning a brand around to live life on eir

This case shows how Eircom, an Irish telecoms giant, re-launched under a new brand name Eir, which energised the organisation, engaged the Irish people and helped to transform its prospects.

Latest articles

Australia Post: How a 200 year old brand transformed its customer experience for the digital age

This article details how Australia Post, a 200 year old brand, transformed its customer experience to embrace digital solutions and build a more customer-centric organisation following a poor financial result in 2014.

AT&T's digital mandate for change

This event report addresses how AT&T, the communications group, is adapting to the demands of the digital age.

How O2 and Evian leverage their sports sponsorships

This event report looks at how two different brands, O2 and Evian, leveraged their sports sponsorships during 2015.

Swapping econometrics for test-and-learn: Vodafone’s new media strategy

This event report discusses how Vodafone, the telecoms provider, uses pharma-style controlled tests, rather than econometrics, to tweak its ad media usage during campaigns.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com