Gunn Report
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Gunn Insights, July 2018
Through a humorous campaign centred around its iconic Allen key, homeware retailer IKEA proved to consumers the true versatility of its living room furniture.
Article
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WARC Exclusive, August 2018
Global strategies, campaign updates and trends in the home improvement retail category.
Article
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Matthew Carlton, Event Reports, Media Research Summit, June 2018
Explores emerging trends and the implications for brands.
Article
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Brian Carruthers, Event Reports, Big Day of Data, London 2018
Contextual advertising is difficult to achieve, but can be incredibly powerful, as both Channel 4 and Trinity Mirror show.
Case Study
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Ali Cheikhali, WARC Prize for MENA Strategy, Shortlisted, 2018
Small independent internet provider ISP Connect used a social-media-based strategy to drive sales and increase market share in Lebanon.
Article
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Euromonitor Strategy Briefings, June 2018
Provides best practices for omnichannel retailing, including priorities, challenges and the state of omnichannel by region.
News
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27 June 2018
GLOBAL: Senior marketers from Renault, IKEA and GSK are joining the judging panel for the Channel Integration category of the 2018 WARC Media Awards.
Case Study
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Sinead O’Connor, Orlagh Bailey, WARC Awards, Entrant, Effective Content Strategy, 2018
Furniture brand IKEA created a TV lifestyle programme to change perceptions of the brand and drive e-commerce in Ireland.
Article
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WARC Best Practice, June 2018
Explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.
Case Study
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Johan Bello, Rebecka Hoffmann, WARC Awards, Entrant, Effective Social Strategy, 2018
IKEA, the housewares retail chain, used social media and PR to share a humorous message and engage with people around the world.
Opinion
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Lucy Aitken, June 2018
In 2017, WARC launched the Brand Purpose category in the WARC Awards. The 2018 winners have just been announced.
Article
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Jessica af Sandeberg, Admap, June 2018, pp. 38-40
Looks at five characteristics that purposeful brands have in common and explains how they should be used when formulating a brand purpose.
Article
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Shaziya Khan, Admap, June 2018, pp. 36-37
Offers eight ‘frames’, from emotional, to historical, that can be used as a practical guide in designing content to align with context.
News
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30 May 2018
GLOBAL: A ground-breaking campaign by AMV BBDO for feminine hygiene brand Bodyform has won the Grand Prix in the Effective Use of Brand Purpose category in the 2018 WARC Awards.
Case Study
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Johan Bello, Rebecka Hoffmann, WARC Awards, Entrant, Effective Use of Brand Purpose, 2018
Home furnishing brand IKEA produced a reactive campaign, specifically for social media, to sell its wireless charging furniture in Europe, Asia Pacific and North America.
Case Study
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SABRE Awards, Gold Sabre Award For Home And Furniture, EMEA, 2018
IKEA, a furniture manufacturer, launched the Game of Throws campaign in the UK to keep IKEA current.
Case Study
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SABRE Awards, Gold Sabre Award For Product Media Relations (Trade Media), EMEA, 2018
IKEA, the world's largest furniture retailer, launched a global campaign to celebrate the launch of the IKEA Place app.
Case Study
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SABRE Awards, Gold Sabre Award For The Balkans, EMEA, 2018
Magic Makers, a non-governmental organisation, launched The Magic Chair campaign in Romania to raise funds for a parents shelter and encourage unity in Romania's society.
Gunn Report
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Gunn Articles, May 2018
Looks into which North American campaigns, along with the agencies that have worked on campaigns in this region, have performed best over the past year.
Article
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Alex Brownsell, WARC Trends, May 2018
With advances in artificial intelligence and machine learning, visual search has become a more mainstream proposition and has the potential to add enormous value in sectors such as home décor, fashion, FMCG and food and drink.
Gunn Report
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Gunn Articles, May 2018
Looks into which campaigns from Europe (excluding the UK), along with the agencies that have worked on campaigns in this region, have performed best over the past year.
Article
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WARC Best Practice, May 2018
Provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.
Gunn Report
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Gunn Articles, May 2018
Looks into which retail campaigns, along with the agencies that have worked on retail campaigns, have performed best over the past year.
News
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03 May 2018
SAN FRANCISCO: Facebook has unveiled an augmented reality feature for its Messenger app at the company’s F8 developer conference with a view to allowing users to visualise the products for which they are shopping.
Article
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Tom Hafen and Kevin Knight, Admap, May 2018, pp. 38-41
Explains how to overcome the modern and traditional disconnect by building an effective brand solar system, with all executions orbiting a sharply defined brand promise.
