Article
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Alexander Tevi and Scott Koslow, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 111-128
Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.
Article
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WARC Exclusive, January 2018
Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.
Case Study
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Integrated Marketing Communications Council Europe, Bronze, 2017
Copaxone, the pharmaceutical brand for treating multiple sclerosis, reaffirmed its leading position at the National Congress of Italian Neurologists (SIN).
Case Study
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Integrated Marketing Communications Council Europe, Gold, 2017
Peperami, a pork sausage snack brand, and Sony Pictures, an entertainment company, collaborated to produce a campaign, in the UK, that placed the Peperami animal in Sony's new Angry Birds film to promote the movie and increase Peperami's sales.
Case Study
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Integrated Marketing Communications Council Europe, Silver, 2017
Polartec, the US polar fleece manufacturer, partnered with a famous cyclist to raise awareness of their products’ utility for cyclists in Europe.
Case Study
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Integrated Marketing Communications Council Europe, Bronze, 2017
Bodegas Barbadillo, a Spanish winery, successfully launched a new special vintage wine and raised brand awareness in the UK and Spanish markets.
Case Study
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Integrated Marketing Communications Council Europe, Silver, 2017
EDF Luminus, a Belgian electricity producer and energy provider, created the '12th devil' device, in partnership with the Belgium national football team (Red Devils), to promote fan energy and engagement during the EURO 16.
Case Study
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Integrated Marketing Communications Council Europe, Silver, 2017
LELO, the upmarket Swedish sex toy manufacturer, enhanced brand awareness in Italy through co-marketing with a nationally famous band.
Case Study
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Integrated Marketing Communications Council Europe, Gold, 2017
Kinder, a chocolate brand, successfully increased brand performance in the Czech Republic and Slovakia by showing mums that it believes in their children as much as they do.
Case Study
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Integrated Marketing Communications Council Europe, Silver, 2017
The Czech Table Tennis Association, produced an innovative rotating round table at an event in the Czech Olympic Park to show the public that table tennis is a fun, Olympic sport.
Case Study
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Integrated Marketing Communications Council Europe, Silver, 2017
Tiger Beer, an alcoholic drinks brand, created the 'Tiger Uncage Originals' campaign in Ireland to get consumers to be creative in order to increase brand engagement and customer trials.
Case Study
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Integrated Marketing Communications Council Europe, Silver, 2017
Pernod Ricard Travel Retail, the travel retail distribution arm of the French drinks company, used a unique airport activation to drive sales of its Jameson Irish Whiskey brand in the UK.
Case Study
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Integrated Marketing Communications Council Europe, Bronze, 2017
Radeon, the US graphics card brand, launched its new RX 480 card by creating a movement instead of a campaign.
Case Study
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Integrated Marketing Communications Council Europe, Bronze, 2017
Fini, the Italian pasta brand, encouraged consumers in Italy to fry rather than boil pasta to show them that it could be cooked quickly.
Case Study
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Integrated Marketing Communications Council Europe, Gold, 2017
Ford, an automotive brand, advertised the launch of its newly redesigned Mustang in Ireland by partnering with Chad McQueen, a racing car driver and son of iconic Mustang driver Steve McQueen.
Case Study
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Integrated Marketing Communications Council Europe, Silver, 2017
Stanley Black & Decker, a manufacturer of industrial tools and household hardware, promoted its steam cleaners by showing consumers in Belgium that they could literally eat off the floor after using the product.
Case Study
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Integrated Marketing Communications Council Europe, Silver, 2017
Bodegas Barbadillo, the Spanish winery, communicated itself through many brands instead of just one.
Case Study
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Integrated Marketing Communications Council Europe, Gold, 2017
Huawei, a telecommunications brand, created the 'From Snap to Shoot' campaign in Ireland to promote the Huawei P9 and its mission to reinvent smartphone photography.
Case Study
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Integrated Marketing Communications Council Europe, Silver, 2017
Unieuro, the Italian consumer electronics and household appliance distributor, transformed its loyalty scheme to increase sale frequency in its sector.
Case Study
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Integrated Marketing Communications Council Europe, Silver, 2017
Ria, a female hygiene brand, created a video and social campaign to encourage women across the Czech Republic to openly discuss the subject of menstruation.
Case Study
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Integrated Marketing Communications Council Europe, Silver, 2017
Just Eat, a food ordering service, created a chill out zone at festivals across Ireland to engage potential customers offline, in order to drive app downloads and orders online.
Case Study
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Integrated Marketing Communications Council Europe, Silver, 2017
Diageo, the drinks company, drove awareness of its Captain Morgan rum brand during the summer months in the UK through association with Leicester City FC, a Premiership football team.
Case Study
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Integrated Marketing Communications Council Europe, Bronze, 2017
Clarins, the French luxury skincare brand, made use of a pop-up beauty bar to engage millennial women in the UK.
Case Study
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Integrated Marketing Communications Council Europe, Gold, 2017
Scarlet, a Belgian telecom provider, created a challenger campaign to launch its new mobile tariffs without roaming charges in Belgium and used this campaign to build its challenger brand positioning.
Case Study
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Integrated Marketing Communications Council Europe, Silver, 2017
Dairygold, a supplier of premium cheeses and dairy nutritionals, launched its 'Make a Minute' campaign to encourage busy Irish consumers to take a minute to enjoy the simple things in life, like sitting down and having breakfast.
