Article
•
Matthew Carlton, Event Reports, MRS B2B Research Conference, June 2018
When Diversey, a provider of B2B cleaning products, lost its way after repeatedly changing hands, it turned to semiotics to reposition and rebrand itself.
Article
•
Mary Connors, Event Reports, ANA Masters of B2B Marketing, June 2018
Conduent, the business-services firm, faced the challenge of building a major new brand in a compressed timeframe as it span off from Xerox, the document and printing company.
Article
•
Euromonitor Profiles, July, 2018
This Company Profile from Euromonitor provides key details and analysis of The Coca-Cola Co, the owner of brands such as Minute Maid.
Article
•
Euromonitor Profiles, July 2018
This Company Profile from Euromonitor provides key details and analysis of Nestlé's pet care brands, including Prurina and Bakers.
Opinion
•
Chris Yu, July 2018
Chris Yu, Head of Integrated Marketing Strategy, Innovation, & Technology, US Bank, chaired this year’s Effective Innovation category at the WARC Awards .
Article
•
Matthew Carlton, Event Reports, Brands Take Back Control, July 2018
When Direct Line relaunched in 2012, the insurance business included a greater emphasis on the commercial role of the marketing function within the organisation.
Case Study
•
Naila Fattouh, WARC Prize for MENA Strategy, Shortlisted, 2018
EGBank used a non-traditional campaign on social media to target Egyptian youth and secure their custom.
Case Study
•
Alexandra de Smet, Mazher Abidi, WARC Prize for MENA Strategy, Shortlisted, 2018
Infiniti, the premium brand extension of Japanese auto manufacturer Nissan, used a mix of digital, radio and OOH to revive interest in a historically successful offer in the UAE.
Article
•
WARC Best Practice, June 2018
Explores how best to approach in-store marketing and explains how the best of in-store activation needs to benefit categories overall not just one brand, and deliver gains for shoppers, brands and retailers alike.
Article
•
Brian Carruthers, Event Reports, IAB UK Engage conference, June 2018
Big brands everywhere are facing challenges from new competitors who have been able to tap into the opportunities offered by digital to establish a closer relationship with consumers.
Case Study
•
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
The Socialistisk Folkeparti (SF), a Danish political party, increased voter registration by launching a viral campaign that mocked candidate Trump as the antithesis of its ideology.
Case Study
•
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
OMO, a detergent brand, wanted to promote its motto 'Dirt is Good' in the Middle East in order to impact growth in its stain removal equity and increase sales.
Case Study
•
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
Kraft Heinz, a food processing company, increased sales and successfully launched its new recipe Blue Box Mac and Cheese in the US by creating the biggest blind taste test in history.
Case Study
•
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
SPAR, an independent grocers retail chain, increased sales in Denmark by launching a campaign that reminded Danish consumers how shopping at their stores helped support local producers.
Case Study
•
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
Mirinda, a PepsiCo beverage, ran an ethical campaign in India to drive a stronger association with teenagers and increase brand awareness.
Case Study
•
Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2018
Monoprix, a major French retail chain, created the Label of Love campaign to reaffirm its brand positioning and relationship with French consumers.
Case Study
•
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
Heineken, a beer brand, increased brand loyalty and made the UEFA Champions League (UCL) games a more important occasion by enlisting football manager José Mourinho to spread the message to football fans globally.
Case Study
•
Cannes Creative Lions, Silver, Creative Effectiveness Lions, 2018
SickKids Foundation, a children's health research organisation, launched a campaign that successfully increased donations and Canadian male-audience engagement by repositioning its brand as a fighting ally against disease.
Case Study
•
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
Budweiser, a beer brand owned by AB InBev, increased its share of market in Brazil by helping basketball player, Oscar Schmidt, to be drafted into the NBA All Star Weekend.
Case Study
•
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.
Case Study
•
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
Mattel, a toy manufacturer, changed the perception of Barbie among millennial mothers to something their children could be inspired by with its Imagine the Possibilities film and introduction of Tall, Curvy and Petite Barbies in the US.
Case Study
•
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
Shock Top, a beer brand, reversed declining sales and increased visibility in the US market by giving an irreverent voice to its mascot during Super Bowl season.
Case Study
•
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
Intermarché, a French supermarket, increased its store traffic and changed customers' perception of the brand by releasing an emotional film, something unconventional for the category.
Case Study
•
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
The Iziko Museums of South Africa, a group of museums, created an oversized calendar to celebrate and remember the stories of enslaved family members of South African citizens, in order to increase visitor numbers.
Case Study
•
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
ANZ Bank Australia highlighted its partnership with the Sydney Gay & Lesbian Mardi Gras by redesigning its ATMs, banks and website to show its support.
