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Case Study

This case study shows how Metro Trains Melbourne, an Australian railway-operating brand, increased consumer awareness about railway safety by creating a mobile gaming app derived from its previous 'Dumb ways to die' campaign.

Case Study

This case study shows how the Bergen International Festival (FiB), a Norwegian music and theatre festival, reengaged with its audience by rebranding itself.

Case Study

This case study shows how Macy's, the department store brand, restored America's belief in Santa Claus by crowding Internet search engines with stories confirming his existence.

Case Study

This case study shows how John Lewis, a UK retailer, successfully consolidated its advertising's status by launching a series of iconic Christmas campaigns.

Article

This article looks at how brands can creatively invest over the long term to improve their return on investment.

Case Study

This case study describes how Johnson's Baby used online and offline content to launch its dedicated YouTube channel in India.

Article

This article explores how Qantas, Australia's national airline, is using data to improve its customer experience and rethink audience segmentation.

Article

This article summarises the results of the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Case Study

This case study describes how Johnson's Baby used extensive research to build a connection between online and offline to launch its dedicated YouTube channel in India.

Case Study

This case study describes how Baby Dove identified the digital behaviours of first-time mothers to launch into the baby care market in India.

Article

This article highlights the lessons that can be learned in longevity from the Whitechapel Bell Foundry, London's oldest manufacturing company.

Article

This report examines 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 2016.

News

Case studies from the Cannes Creative Effectiveness Lions were the most-viewed on Warc during 2016, with the Grand Prix winner from UK retailer John Lewis the number one paper overall.

Article

This article delves into key findings from Junkee Media's annual survey of Australian millennials, surveying their attitudes to owning a home, finding their purpose in life, and engagement on social and political issues.

Case Study

This case study describes how Rin, an Indian laundry detergent brand, engaged with women in rural communities with an educational programme via mobile phone.

Case Study

This case study describes how Cornetto, an ice cream brand, converted music, movies and festival into media vehicles, growing sales and recruiting new users in the process.

Case Study

This case study describes how Egyptian snack brand Chipsy softened the blow of a price rise using an on-pack promotion, TV, outdoor and social media.

Article

This event report outlines how Intel, the technology company, undertook a major brand repositioning campaign.

Case Study

This case study describes how Rin, an Indian laundry detergent brand engaged with women in rural communities with an educational programme via mobile phone.

Case Study

This case study describes how Fair & Lovely (FAL), an Indian beauty brand, used a TV series to bring its brand philosophy to life and used fingerprinting technology to make content decisions on-the-fly.

Research Paper

This paper questions one of the fundamental assumptions of research: that of the researchers' objectivity, through a case study on behalf of Land Rover that demonstrates the move away from objectivity in market research.

Research Paper

This paper examines how two Dutch charities, Kinderfonds MAMAS and the Nierstichting, utilised 'Telling', a narrative tool, to help them openly and emotionally connect to people through listening, in order to raise more funds.

Research Paper

This paper discusses how alternative models for storytelling can be deployed to help organisations more effectively engage with and act on consumer insight; it's illustrated by a UK project undertaken for Walgreens Boots Alliance, the pharmacy group.

Case Study

This case study shows how Maggi, a food brand, regained consumer trust in India after being labelled hazardous for consumption.

Case Study

This case study demonstrates how Unilever used smart targeting online in order to promote its Comfort Pure fabric softener to consumers in Vietnam.