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Opinion

Ahead of the launch of WARC’s 2018 Future of Strategy Report on 25th July, we are reposting a series of pieces on leadership from former heads of the BBH London strategy team, commissioned by Ben Shaw, the new Head of Strategy at BBH London.

Case Study

Automotive brand Nissan Middle East created a new industry benchmark for automotive desert performance.

Case Study

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.

Case Study

Spotify, a music streaming service, created personalised playlists to summarise its global customers' year on Spotify in order to increase usage and downloads of the app.

Case Study

Virgin Media, a telephone, television and internet services company, increased demand for its productsin the UK by using its brand ambassador, Usain Bolt, to show what it's like to be the fastest.

Case Study

Child Focus, the Belgian Centre for missing and sexually exploited children, successfully raised awareness for missing children, and found a child, by launching a multichannel campaign across Belgium.

Case Study

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

Vicks, a cough and cold medicine, increased sales and brand affinity by launching a campaign that featured a transgender mother as a way to portray new types of families in India that use Vicks to care for their loved ones.

Case Study

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

Knorr, a food brand, remade an old brand for a new generation globally by finding fresh insight in a stale category.

Case Study

Absolut Vodka launched the One Source campaign in South Africa, which sponsored the launch of a new hip-hop album through a documentary, music video and limited edition bottles.

Case Study

Cigna, a health insurance brand, used famous TV series doctors to encourage US consumers to sign up for preventative care consultations.

Case Study

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

Klarna, an online payment company, increased consumer awareness and emotional attributes in Sweden by launching a campaign featuring strange 3D film creations.

Case Study

JetBlue, a regional US airline, built emotional engagement and drove consideration by showing flyers and mothers alike that it understands the hardships of a crying baby on a flight.

Case Study

MailChimp, a marketing automation platform, launched a campaign based on a meme that was created after its brand name was mispronounced on the popular podcast Serial, to increase brand awareness in the US.

Case Study

Matsumoto Kiyoshi Holdings, a drugstore chain in Japan, increased its share in the toilet paper category by redesigning its brand packaging to eliminate shame.

Case Study

Spotify, a music streaming service, increased its reach in Canada by creating personalised playlists for Canada's highest streaming neighbourhoods.

Case Study

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.

Article

Discusses themes emerging from WARC’s rankings of the best global campaigns – in terms of creativity, effectiveness and media – with a neuromarketing overview.

Case Study

Godiva, a Belgian chocolatier, looked beyond its traditional chocolate boutique stores and took its luxury products into supermarkets in the UK through a visual campaign that broke category conventions.

Case Study

Parodontax, a toothpaste brand, increased brand sales by redesigning its packaging and launching global ads that encouraged people to take their gum health seriously without scaremongering.

Case Study

KFC, the fast food brand, created a humorous fake 'clean eating' campaign to successfully launch its newest product in the UK.

Case Study

Toyota Hybrid, an automotive car range, launched a multimedia campaign with the slogan We Choose Hybrid to familiarise consumers with this type of vehicle and drive consideration in Europe.

Case Study

BOXT, an online boiler business, launched an online digital platform that arranged a new boiler for consumers in the UK all on their mobile phone.