News
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11 September 2018
SINGAPORE: A total of 30 papers covering a broad range of markets, categories and brands have been shortlisted for the 2018 WARC Prize for Asian Strategy.
Case Study
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Jeeeun Lee, WARC Prize for Asian Strategy, Shortlisted, 2018
Korean dairy brand Seoul Dairy used local TV, cinema and social media to grow sales of its Grill Grill Cheese product in South Korea.
Article
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Stephen Whiteside, Event Reports, MediaPost Brand Marketers Insider Summit, August 2018
General Mills, the food manufacturer, is using digital data as it aims to build deeper relationships with its customers.
Case Study
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The Communications Council, Silver, Australian Effie Awards, 2018
Aldi, a value supermarket, was able to increase quality perceptions during its Christmas campaign by tapping into the needs of Australian households.
Article
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Reed Karaim, Event Reports, ANA Digital & Social Media Conference, July 2018
Cheetos, a cheese-flavored snack owned by Frito-Lay, has driven consumer attention and engagement by turning to its online fans for inspiration.
Article
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WARC Exclusive, August 2018
Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.
Article
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Millward Brown Knowledge Point, July 2018
Analysis of Kantar Millward Brown's data indicates that brands can "go dark" – i.e. stop or suspend TV advertising – for six months or so with little deleterious effect.
Article
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Amelia Duggan, ANA Magazine, July 2018
Marketers know that brand loyalty is partly based upon passing brand equity from generation to generation and often leverage that heritage with customers.
Case Study
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Tahaab Rais, Aakriti Goel, WARC Prize for MENA Strategy, Silver, 2018
Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.
Article
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Euromonitor Strategy Briefings, June 2018
A category analysis of better for you (BFY) packaged food in the US, which includes company profiles, an overview of health and wellness in the US, key trends and category forecasts.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
Klarna, an online payment company, increased consumer awareness and emotional attributes in Sweden by launching a campaign featuring strange 3D film creations.
Case Study
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Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2018
Frito-Lay, a snack food manufacturer and marketer, increased its share of the cheese-puff market in the US with its brand Cheetos by launching a Cheetos art exhibit.
Case Study
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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
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Marketing Society UK, Excellence Awards, Winner, Finance Director's Prize, 2018
KFC, the fast food brand, created a humorous fake 'clean eating' campaign to successfully launch its newest product in the UK.
Opinion
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Lucy Aitken, June 2018
In 2017, WARC launched the Brand Purpose category in the WARC Awards. The 2018 winners have just been announced.
Case Study
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SABRE Awards, Gold Sabre Award For UK and Ireland (Small Budget), EMEA, 2018
East Village E20, a property development in East London, launched a wine and cheese festival to drive footfall to the property and find new tenants.
Case Study
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SABRE Awards, Gold Sabre Award For Business-To-Business Marketing, EMEA, 2018
ABN AMRO, a Dutch bank, launched Kaan's Stream Store, a campaign to position itself as an innovative sector bank.
Case Study
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SABRE Awards, Gold Sabre Award For Consumer Marketing (Exisiting Product), EMEA, 2018
ADT, an alarm system brand, launched a campaign in the UK to increase brand recognition and preference.
Article
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Andrew Watts, Admap, May 2018, pp. 35-37
Reveals the results of long-term research that used behavioural science and sales messages to create sales triggers, testing them across the product categories of chocolate, tea and cheese, in three digital environments.
Article
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Tom Hafen and Kevin Knight, Admap, May 2018, pp. 38-41
Explains how to overcome the modern and traditional disconnect by building an effective brand solar system, with all executions orbiting a sharply defined brand promise.
Case Study
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SABRE Awards, North America, Digital Campaign, 2018
National Dairy Council, a community that promotes the health and industry benefits of dairy, launched the Undeniably Dairy campaign in the US to improve consumers' perceptions of dairy.
Case Study
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SABRE Awards, North America, Guerrilla Marketing, 2018
Oscar Mayer, an American meat and cold cut production company, promoted its new hot dog recipe by giving them out at unprecedented locations.
News
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24 April 2018
LONDON: Sky, the entertainment and communications company, was the biggest advertiser on traditional media (i.e., excluding internet advertising) in the UK in 2017, spending £197.1m over the year according to new data from Nielsen.
Case Study
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Tahaab Rais, Aakriti Goel, WARC Awards, Bronze, 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.
Article
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John Sills, WARC Best Practice, April 2018
Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.
