Article
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Jo Bowman, Event Reports, I-COM Data Creativity Awards 2018
IBM has built a management system around marketing efficiency in response to the requirements of the CMO to know the company’s ROI on marketing spend, how best to spend in future and to make marketing decisions data-driven.
Article
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Anna Hamill, WARC Exclusive, April 2018
McDonald’s, the global quick service restaurant chain, maximised media cost efficiency and managed consumer expectations of delivery time through tailored messages, mapping real-time restaurant data against paid search spends, via a live API.
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.
News
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18 April 2018
NEW YORK: The Association of National Advertisers (ANA) and Cannes Lions International Festival of Creativity have launched a CMO Growth Council to represent the voice and priorities of a slate of leading marketers.
Article
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Matthew Carlton, Event Reports, YMS18, March 2018
The young target audience for Jägermeister isn’t drinking as much as previous generations and is more restrained in an age of social media, resulting in the spirit brand adopting a new brand strategy of ‘less is more’.
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
CINCINNATI: Procter & Gamble, the FMCG business, claims to have achieved many of its 2020 environmental sustainability goals, and has announced new, broad-reaching goals for 2030.
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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Talha Bin Hisaam, Nadia Putri Prianti, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.
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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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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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.
Case Study
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Tahaab Rais, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Banking brand Emirates NBD created a unique programme to help people with disabilities into employment, at the same time earning positive word of mouth and B2B goodwill.
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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Andrea Pagador, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
The University of Engineering and Tehcnology (UTEC), a private university in Peru, used an invention and PR to increase interest in its courses.
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.
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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Patricia Miret, Patricia Urgoiti, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Car maker Audi challenged the stereotypes of 'cars being for men, not women' in Spain through a Christmas campaign centred on a 3D-animated short video.
Case Study
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Harshvardhan Sahni, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Digital wallet Paytm used a multimedia approach to bring its services to the poorest in India, in the wake of a ban on two high-denomination currency notes.
Case Study
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Harshvardhan Sahni, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Sportswear brand Reebok used a multimedia strategy to change the sexist nature of the narrative for women's fitness in India and close the gap on market-leader Nike.
Article
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Emily Barley, Event Reports, Internet Retailing Expo, March 2018
Rapid consumer adoption of voice-activated devices is changing again the way people shop for groceries, as it is simple to add items to their shopping basket as they think of them.
Article
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Sam Peña-Taylor, Event Reports, Advertising Week Europe, March 2018
Sailor Jerry, the spiced rum brand, uses partnerships with musicians in the UK to chime with its maximalist image and creative audience.
News
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12 April 2018
ABIDJAN: West Africa’s mobile industry is forecast to contribute more than US$50bn to the region’s economy annually by 2025, on the back of consistent value to the tune of $37bn last year, or 6.7% of GDP.
