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Key reading

Hybrid

How a utility demonstrated the benefits of collaborative marketing

This article offers five steps, illustrated with real-life examples from a major campaign for UPS, that CMOs can use to show the boardroom the benefits of a more collaborative approach to the marketing function. Steps include jointly planning KPIs and distributing results in real time.
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Energy measurement transforms consumer insights

A new way to measure household electricity usage, so utilities can understand their customers better.

Reinvigorating USPS for the digital age

How the postal service met challenges created by the digital revolution, reversing brand perceptions.

Taking British Gas back to the future

How ads reflecting the UK energy brand's long heritage turned around its poor customer image.


Latest case studies

OVO Energy: The Surround Sound Approach

This case study demonstrates how OVO Energy, an energy provider in the UK, used digital advertising to grow awareness and new customers.

MailMen: Royal Mail MarketReach

This case study shows how Royal Mail MarketReach built support for using advertising mail, in order to drive a significant increase in mail volumes.

SSE: The planner in the boardroom

This case study describes a campaign from SSE, a UK energy company, turned around negative perceptions with a campaign highlighting the positive benefits of energy.

ExxonMobil: Be An Engineer

This case study describes how ExxonMobil, a multinational gas and oil corporation, launched a communications campaign in the US to promote engineering as a degree and career choice.

Latest articles

The End of the Beginning: Behavioural economics has entered a new era of application

This article demonstrates how behavioural economics (BE) is being employed to improve public and business policies.

Environmental threat appeals in green advertising: The role of fear arousal and coping efficacy

This study addresses the behavioural effects of cognitive threat appraisal, emotional fear response and perceived coping efficacy in threat appeal based green advertising.

Personalise through the internet of things

This article examines the ways in which the internet of things (IoT) can capture behavioural data to enable personalisation of goods and services.

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Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
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Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com