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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20 April 2018
ATLANTA: Coca-Cola, the global beverages giant, has joined forces with a small but expanding tech start-up, enabling some of its products to be sold to ride-hailing passengers while in transit.
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 ...
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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Stephen Whiteside, Event Reports, BRITE 2018, March 2018
Marketers that promote Broadway shows face particular challenges as they seek to attract consumers and drive ticket sales.
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.
News
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18 April 2018
LONDON: The airline industry competes fiercely on price, but as air travel has become a commodity even budget airlines are having to rethink their customer experience as a way of differentiating the brand.
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.
Article
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Matthew Carlton, Event Reports, YMS18, March 2018
Premium ice-cream Häagen-Dazs turned around a sales slump with a packaging redesign aimed at attracting millennial consumers back to the brand.
Article
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Matthew Carlton, Event Reports, YMS18, March 2018
University students offer a distinct grouping and one which brands have a unique opportunity to reach and build a relationship with.
News
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18 April 2018
SINGAPORE: Nine in ten potential bookings in the Asia-Pacific travel sector are abandoned before purchase, according to research which also demonstrates that retargeting with a degree of personalisation can successfully recover at least some of ...
Article
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Matthew Carlton, Event Reports, YMS18, March 2018
Retailers attempting to keep up with the changing habits of shoppers face a new challenge in the shape of Gen Z, the first truly mobile-first generation.
News
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17 April 2018
MUMBAI: India’s e-commerce businesses tend to grab the headlines but the digital world accounts for a fraction of retail sales and brands can still achieve successful outcomes in the real world by working closely with shopping malls.
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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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.
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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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).
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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João Gabriel Fernandes, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Snack brand Doritos launched an innovative 'mystery flavour' campaign in Brazil that helped it reconnect with millennials and recover its reputation as a bold brand.
News
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16 April 2018
NEW YORK: When it comes to engaging consumers effectively, retailers are too focused on transactional metrics, such as convenience and price, and should recognise the importance of personalised experiences and social influencers.
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.
Article
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Geoffrey Precourt, Event Reports, ANA Media conference, March 2018
Procter & Gamble, the consumer goods giant, has been at the forefront of driving change in the digital-marketing space, and has further ambitions to pursue in this space.
