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Opinion •
Winning the 2018 WARC Awards’ Social category Grand Prix and Path-to-Purchase Special Award, McDonald’s Full-heart Support for Gaokao campaign achieved unprecedented engagement and footfall for the fast-food restaurant in China.
Article •
Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2018.
Article •
Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.
Case Study •
BookMyShow, an online ticketing platform in India, grew ticket sales, app adoption and engagement with an online campaign.
Case Study •
Indian hair oil brand Nihar Shanti Amla grew equity, engagement and reach with an English language education programme.
Case Study •
The Diamond Producers Association, a trading organisation formed of global traders of rough diamonds, grew reach, engagement and awareness by forging new associations for its diamond products in India.
Opinion •
Multiple Gold IPA Effectiveness Award winner Tom Roach, Head of Effectiveness at BBH London, shares a personal perspective on the value of writing an IPA Effectiveness entry, and reveals the top 20 IPA case studies on WARC.
Opinion •
Social media has been a part of media plans for a long time, but accurately measuring how it affects not only the overall communications effectiveness but the bottom line has proved extremely difficult.
News •
BBH was named Effectiveness Company of the Year last night, picking up the IPA Effectiveness Awards Grand Prix, for its work in transforming Audi’s UK business and delivering the automaker’s highest ever profit ROMI, as well as three ...
Opinion •
On Tuesday, Audi took the Grand Prix at the IPA’s Effectiveness Awards, having established its brand as the 'progressive premium' marque, before a lauded film, Clowns, redefined luxury auto advertising.
Case Study •
KFC, the fast food brand, created a humorous fake 'clean eating' campaign to successfully launch its newest product in the UK.
Case Study •
Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.
Case Study •
Tesco, a supermarket chain, increased customer's perception of the brand as helpful and good quality in the UK by reconnecting with its Every Little Helps message through TVCs that showed its helpful initiatives.
Case Study •
St John's Ambulance, a charity that provides first aid education, delivered important information to its UK audience in a lighthearted way, which led to 56 babies receiving vital first aid.
Case Study •
Weetabix, a cereal brand, increased its sales and growth in its category by launching a TVC that reinforced an old, unused, but still powerful brand asset.
Article •
Planners and creatives in Asia consider partnership to be important – but there is room for improvement.
Article •
Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2018 WARC Awards.
Case Study •
UOB Private Bank, a Singaporean private bank, built a brand identity over the course of three years to organically grow its business and achieve a top-five assets-under-management (AUM) placement.
Opinion •
Nowadays, it is almost unfashionable to spend time thinking, but looking sideways at seemingly non-relevant areas is potentially very fertile.
Opinion •
As the ownership of strategy becomes ever more fluid, Frank Reitgassl, former head of strategy at BBH and director of brand strategy & creative at Mondelez, argues in this essay for WARC’s Future of Strategy 2018 report that the most important attribute of a planner is generosity.
Opinion •
To mark the launch of the Future of Strategy 2018, we are reposting a series of pieces on leadership from former heads of the BBH London strategy team, commissioned by Ben Shaw, the new Head of Strategy at BBH London.
Article •
Paula Bloodworth, brand strategy director at Nike, Wieden + Kennedy, Leo Rayman, CEO at Grey London, Dan Burdett, chief marketing innovation officer EMEA at eBay and Frank Reitgassl, former head of Strategy at BBH and director of brand strategy and creative at Mondelez discuss the most important issues and challenges in strategy.
Article •
Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.
Opinion •
Ahead of the launch of WARC’s 2018 Future of Strategy Report on 25th July, we are reposting a series of pieces on leadership from former heads of the BBH London strategy team, commissioned by Ben Shaw, the new Head of Strategy at BBH London.
News •
GLOBAL: Senior marketers from McDonald’s, Spotify and Booking.com are joining the judging panel for the Best Use of Data category in the 2018 WARC Media Awards.