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Case Study

This case study explains how WWF Hong Kong, the wildlife charity, challenged misconceptions about the ivory trade and achieved a total ban of the trade of ivory in Hong Kong.

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 short report summarises the results for Asia from 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 shows how WWF Thailand, a wildlife protection NGO, successfully pushed for change in Thailand against poachers, using a celebrity-driven social media campaign.

Case Study

This case study explains how the World Wildlife Foundation (WWF), the wildlife charity, successfully campaigned for a total ban on the trade of ivory in Hong Kong.

Case Study

This case study shows how WWF, the animal charity, conducted a campaign in Hong Kong to raise awareness of the far-off plight of elephants.

Article

This article provides guidance and reading on a now common aspect of brand building - partnerships - in which two or more brands collaborate for mutual benefit.

Article

This event report considers the consumer-centric practices of new brands and research, asking how 'radical personalisation' works, and what it does for brands.

Case Study

This case study shows how Hong Kong CleanUp, an organisation focused on litter control in Hong Kong, was able to hold consumers accountable for their littering via online video and outdoor messaging.

Case Study

This case study describes how John Lewis, a leading UK retailer, used media and technology to turn the Christmas 2014 campaign, '#MontyThePenguin', into the most effective and profitable retail campaign to date.

Research Paper

This article discusses the findings from a 2015 large-scale global empirical study conducted by Kantar Vermeer in order to provide readers with a practical roadmap to customer-centric revenue growth.

Case Study

This case study demonstrates how WWF Netherlands, the wildlife preservation charity, generated greater compassion for and involvement with the subject of ocean preservation through a multi-media campaign.

News

SINGAPORE: Sustainability is on the agenda for brands as Singaporean consumers push back against South East Asia's continued haze crisis.

Case Study

This case study describes how Seda, a hair care brand, exchanged empty packaging for mobile phone credit, to gain consumer loyalty and preference in Brazil.

Case Study

This case study describes how WWF, a non-profit animal welfare organisation in Spain created a library of images taken by animals and copyrighted to them to raise funds for their work and raise awareness of animal rights.

Case Study

This case study describes a zero media budget campaign from WWF, an animal charity, aimed at highlighting the bad situation of the Maui dolphin in New Zealand in order to raise global awareness of its risks of extinction.

Article

This report analyses trends in the winning case studies of the Warc Prize for Innovation and draws out lessons for marketers to develop their own innovative marketing campaigns.

Opinion

Recently, I've been looking at some prominent trends in marketing. I've explored the  power of partnerships  and the increasing use of  'occasion marketing'  strategies.

Article

This article summarises the results from the Asia-Pacific region for the 2015 Warc 100, which ranks the world's best marketing campaigns based on performance in effectiveness and strategy competitions.

Article

This article, taken from the Warc Toolkit 2015, explores issues around tech-driven business agility and how this may conflict with longer-term thinking.

News

NEW YORK: Hindustan Unilever last night took the Best in Show award at the 2014 Global Smarties Awards, run by the Mobile Marketing Association, with an innovative campaign targeted at a rural India audience.

Case Study

This case study describes how the World Wildlife Federation (WWF) charity in Denmark and Turkey used social media to promote its cause and raise awareness among 18-25s, while also increasing donations to protect endangered animals.

Case Study

This case study describes how WWF-Hong Kong creatively engaged with pop culture to spread awareness of the plight of Chinese white dolphins (CWDs) and capture petition signatures.

Case Study

This case study describes how WWF-Traffic China took to the streets with an innovative campaign to encourage the China State Forestry Administration to take stronger action against the illegal wildlife trade.

Case Study

This case study explains how WWF, the charity, reframed 'Earth Hour', an environmental initiative, for a Chinese audience by focussing on digital and social media.