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Article

Explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.

Article

The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.

Article

This paper explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.

Case Study

Sanitary napkin brand Stayfree increased sales and claimed the largest market share in India with a campaign based around videos posted on YouTube.

Case Study

Girl-focused educational NGO Project Nanhi Kali used a wedding invitation to raise awareness and spur donor action in India.

Case Study

Luxury bespoke tailoring brand Raymond Made to Measure launched a multichannel strategy to boost sales and the tailoring category as a whole, in India.

Case Study

Men's suiting brand Raymond Limited championed women in an eye-catching Father's Day campaign on social media.

Case Study

Kofola, a Czechoslovakian cola brand, launched its new melon flavoured cola in the Czech Republic and Solvakia by using comedic online videos to reach millennials.

Case Study

Meetic, a dating app, launched its brand across Europe with a video campaign that challenged conventions of the online dating category by telling millennials to be authentic.

Case Study

Mercedes-Benz, a car brand, created one campaign to showcase five cars (The A-Class, B-Class, GLA, CLA and CLA Shooting Brake) by producing a film that successfully encompassed all of the cars into the storyline.

Case Study

Avianca, the South American airline, successfully managed its PR crisis by developing a client-centric strategy to mitigate brand damage in Colombia.

Case Study

This case study looks at how Whirlpool, a home appliances brand, successfully launched the Care Counts campaign, installing laundry equipment in schools within low-income areas in the US.

Case Study

This case study looks at how Ariel, a laundry detergent brand, created the 'Dads #ShareTheLoad' campaign in India to bring the issue of gender inequality into public consciousness, generating immense positive attention.

Case Study

This case study shows how Nestlé Soothers, a medicated lozenge brand, bucked the category conventions and turned its weakness into its best weapon after losing 30% of its distribution in Australia.

Case Study

This case study highlights several campaigns run by the award-winning advertiser ANZ Australia including the 'push for an equal future' and 'GAYNZ - A bank fit for a queen' campaigns.

Case Study

This case study shows how Vodka Cruiser, a Ready to Drink brand, went from being a brand that Australian millennials thought was uncool to one that they'd like to be seen with through a chat show streamed weekly on Facebook Live.

Case Study

This case study shows how Toyota's brand, RAV4, re-established its credentials in the SUV category to rejuvenate the declining brand in the Australian automotive industry.

Case Study

This case study looks at how Kubota Tractor Australia's 'This is the Life' campaign transformed marketing of the entire category and targeted professional farmers while also identifying a new lifestyle segment.

Case Study

This case study shows how the Football Federation of Australia aimed to encourage people to support a Hyundai A-League (HAL) team in order to help its overall vision of making football the largest sport in Australia.

Case Study

This case study shows how Flordis, a natural medicines company, overcame a challenging market in Australia with its cough medicine Prospan, by using social and search data to better understand its target customers.

Case Study

This campaign shows how Challenger, a financial company, motivated an uninterested retiree audience to pay attention and invest in annuities in Australia with its 'Challenger's Lifestyle Expectancy' campaign.

Case Study

This case study looks at GMHBA, a not-for-profit health insurer based in Victoria, and how it outsmarted the shrinking health insurance category with its 'Enough to make you sick' campaign in Australia.

Case Study

This case study looks at how Frucor's brand OVI, an Australian soft drink product, repositioned its entire brand after being under threat of imminent failure.

Case Study

This case study shows how Bayer Consumer Care's brand 'Berocca' reinvented its purpose in Australia, from restoring after a big night to preparing for a big day.

Case Study

This case study shows how Frucor's brand V Energy had success with its 'The Massive Hit that Improves You A Bit' campaign in Australia despite increasing regulatory and lobbying pressure for its caffeine and sugar content.