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Case Study

This case study describes how Beam Suntory, a global spirits supplier in the USA, pioneered a way to use data analysis and identify key influencers to better utilise word-of-mouth alongside TV spend.

Article

This article discusses the top downloads among WARC Online's users in 2008, breaking them down by region, company type and search terms.

News

Japanese auto marque Toyota, investment services specialist Charles Schwab & Co. and Scandinavian furniture giant IKEA were among nine brand case studies in the top ten downloads by WARC Online's creative agency subscribers in 2008.

Article

This article reviews case studies from the WARC Online archives where the internet was the dominant medium, and the aim was to market to new and existing customers.

Case Study

Publicis Dialog built awareness of Laphroaig, a whiskey brand owned by Beam UK, through a recommendations-based campaign, winning a silver at the 2007 DMA Awards.

Case Study

William Grant & Sons, the UK distillers, own Glenfiddich, a single malt with a 27% global market share, but little exposure in the U.S.

Case Study

Laphroaig is a UK premium malt whisky brand that has enjoyed a period of increased consumption. The age of its average consumer, however, was increasing, and the size of its market was also in decline year on year.

Research Paper

Understanding trends in youth markets is challenging due to the dynamism and fluidity of consumer attitudes.

Research Paper

This paper offers a simple model to aid exploration of the role of market research in the interface of CRM strategy and the brand.

Case Study

This study traces the progress of a relatively unknown brand to a major player in the single malt whiskey sector.

Case Study

1998-1999 campaign for Bowmore Islay Single Malt Whisky. Bowmore had succeeded in establishing the brand, and had to maintain / increase distribution in multiples (which account for 64% of malt volume sales); at the same time they wished to maintain value and resist increasingly heavy pressure from multiples to discount, in a very competitive market.

Case Study

Describes a two-year campaign for Glenmorangie Ten-Year-Old and Wood Finish malt whiskies (adapted from the 1998 Scottish IPA Grand Prix winner).

Case Study

Describes the 1989 press campaign for Aberlour, a small malt whisky never advertised before in the UK.