News
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20 April 2018
GLOBAL: The World Federation of Advertisers (WFA) has published a Manifesto for Online Data Transparency, calling on brands to commit to a data ecosystem that properly respects consumer choices and their right to control their own data.
News
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19 April 2018
CAMBRIDGE, MA: In the not too distant future, consumers will rely to a significant extent on AI assistants, with brands having to shift their efforts from building consumer relationships to optimizing their positions on AI platforms, according to ...
News
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19 April 2018
BIRMINGHAM: Every business makes mistakes occasionally but for an e-commerce company these can provide a unique opportunity to build customer relationships, the chairman of Brand Alley believes.
Article
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Stephen Whiteside, Event Reports, SXSW 2018, March 2018
Johnson & Johnson, the healthcare giant, has built out a Content Lab that helps it tell stories in more compelling ways.
Article
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Stephen Whiteside, WARC Exclusive, April 2018
Research from the Cultural Marketing Council has shown the uniquely powerful connection between culture and content.
Article
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Alex Brownsell, WARC Trends, April 2018
Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.
Article
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WARC 100, April 2018
This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.
Opinion
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Oliver Joyce, April 2018
If strategy, and advertising more broadly, is going to have a voice at the top table, it needs to speak in a language that the money men understand: demand.
News
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17 April 2018
GLOBAL: Many brands continue to see digital as primarily a response-led medium, but digital channels, when used well, can play a fundamental and complementary role in brand building, an industry figure maintains.
Case Study
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Martin Vogts, Michelle Kiely, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Tech company Microsoft empowered and inspired young females around the world to pursue a career in STEM (Science, Technology, Engineering, Math).
Article
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Oliver Feldwick, WARC Best Practice, April 2018
Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.
Case Study
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Kate Smither, Charmaine Andrew, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
As part of a series of initiatives celebrating its bicentenary, Australian bank Westpac created a kids' rash vest with CPR instructions to highlight its commitment to future generations.
Article
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Geoffrey Precourt, Event Reports, ANA Media conference, March 2018
Lucas Herscovici, Anheuser-Busch InBev’s Global Marketing VP/Consumer Connections, Insights and Innovation says that advertisers need to be able to stop interrupting and start attracting consumers by making content that is culturally relevant, and that people want to see.
Case Study
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Jennifer Murray, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
An ambitious social mission helped healing skincare brand Vaseline make Vaseline Jelly a powerful force for global good and catapult the brand back to relevance in the US.
Case Study
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Tracy Reilly, Zeida Camacho, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Prudential, the financial services company, used a video distributed through social media to raise awareness of the issue of unemployment among American veterans.
Case Study
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Team Triton Communications and Eureka Forbes, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
India's leading water purifier brand, Aquaguard, used a low-budget, digitally-led campaign to encourage people to make a real difference to the lives of others.
Case Study
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Sam Wise, Vitor Forte, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
German telco Deutsche Telekom used mobile and social channels globally for the launch of the Sea Hero Quest game (mobile and VR) that provided a vast data set to be used in dementia research.
News
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16 April 2018
SINGAPORE: The English Premier League may be the most popular overseas football league in Asia, but Bundesliga, its German counterpart, intends to compete by growing its brand through the use of data and digital engagement.
Case Study
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Alejandro Lozada, Ericka Tolosa, Pablo Batlle, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Tecate, the Mexican beer brand, used a campaign against domestic violence to increase sales in Mexico.
Opinion
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Luke Brown, April 2018
Australian agency AFFINITY has won the Best Use of Data Grand Prix for two consecutive years at the WARC Media Awards.
Case Study
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Lisa Stoney, David Edwards, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Brewer Guinness used a campaign based on human stories to strengthen perception of the brand in Great Britain and Ireland.
Case Study
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Gilad Kat, Guy Melzack, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Pantene, the hair-care brand, revived the Beautiful Lengths campaign in Israel by communicating the opportunity to remove a cancer sufferer from a billboard.
Case Study
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Margaux Revol, Alaina Crystal, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Bodyform, the feminine hygiene brand, used a TV ad and social media to break taboos and connect with women in the UK.
Case Study
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Tahaab Rais, Aakriti Goel, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.
Case Study
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Marc Phillips, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
E-commerce platform eBay used a social media campaign to achieve significant positive change in how it is perceived by US and UK youth.
