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Article

Explores the assumption that collaborating with a second brand produces cut through for both brands and suggests good practice for co-branding in advertising.

Case Study

McDonald's, the fast food brand, increased brand trust and sales in the UK by disproving fake news stories about the source and quality of its food through a TV ad series and inviting YouTube influencers to its factories.

Case Study

Gumtree, an online classifieds and community website, launched the Psychology of Scamming, a campaign in the UK to raise awareness of online scams and engage with consumers.

Case Study

This case study describes how Animals Australia campaigned against the innate cruelty of factory-farmed animal products.

Opinion

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the failure to realise that positive is not always good.

Article

This article argues that in pre-testing ad research a strong polarised response is more promising than mild uniform liking.

Case Study

This article describes how the the RNLI, the charity that provides lifeboats and crews in the UK, brought together various streams of research and data to generate better insight.

Case Study

The task facing the RSPCA, the UK animal cruelty charity, was to reach a younger, more affluent audience than usual whilst maintaining its traditional communication values.

Article

This report covers two events which were part of Social Media Week, held in London. It includes details of presentations from Facebook, Bing, I Spy, Radisson Edwardian Hotels, Meebo and Ogilvy PR.

Research Paper

“Pro bono” programs, long associated with the legal industry, have become formal service offerings of a number of advertising agencies.

Case Study

M&S is one of the UK's leading retailers, selling clothing, food and homeware. In 2006 the company became determined to put sustainability at the heart of its business.

News

Creative executions from some of the campaigns which picked up major awards this year were, perhaps unsurprisingly, the videos that Warc's users chose to view the most often in 2009.

Case Study

The RSPCA charity wanted to recruit donors of one-off gifts and monthly bank transfers and promote pet care with 12 animal care cards that could be downloaded from the dedicated website.

News

LONDON: The launch campaign for Halo 3, devised by McCann Erickson and T.A.G. for the Xbox video game, took the Grand Prix at the APG Creative Strategy Awards 2009 last night, with Eurostar and the Diamond Trading Company among the other major ...

Case Study

The RSPCA was typically perceived by Australians as a charity with smiling inspectors which helped cute animals, but the overwhelming air of positivity also contributed to a popular lethargy, with a potential impact on donation levels.

Case Study

Bill Oddie is in the top 20 of Country Life's 'Power 100' and was voted the nation's fourth most trusted presenter in a recent poll.

Research Paper

This Comments section discusses the challenges facing charity advertisers. The first commentary is from Professor Roger Bennett at London Metropolitan University, who suggests that academic literature is mistakenly still focusing on measuring the effectiveness of charity advertising as compared with other more conventional media.

Case Study

"Insight can only come from understanding, and understanding only from proximity." This case study is evidence of the value of getting up close and personal and choosing to experience things first hand rather than simply reading about them.

Case Study

This fundraising campaign for the RSPCA, a UK animal charity, won a silver at the 2007 DMA Awards. It used DRTV, press, PR and inserts to target future legators, mainly elderly animal lovers.

Case Study

This 2006 campaign for the charity Women's Aid, set up to help people affected by domestic abuse, set out to solve the problem of a lack of awareness and understanding of the charity and its aims among the general public.

Case Study

Sunny Queen Farms, the Australian egg producer, launched an initiative to improve brand loyalty and increase market share of its branded (as opposed to generic) eggs.

Research Paper

A study of the worldwide pressures from consumers and other stakeholders on companies to adopt ethical standards and practices.

Article

Discusses Cause-Related Marketing (CRM). Companies seek to improve their branding by linking to a charity or social cause.

Case Study

RSPCA campaign, 1990-95, to influence the British Minister of Agriculture and thus ensure its voice was heard in the passing of European legislation on live animal transport.

Research Paper

Participants in an attitude change experiment completed questionnaires concerning AIDS. Certain groups were then exposed to a fear-neutral depiction of the AIDS problems, others to a frightening representation, and the remainder to a horrifically fearsome image.