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News

DANA POINT, CA: Kimberly-Clark, the health and personal care company, is making greater use of a “brand-design” approach as it seeks to maximise the impact of assets such as the logos for offerings like Kleenex.

News

NEW YORK: Understanding the extent of celebrity “worship” among a target audience can help marketers get the most of their partnerships with brand endorsers, according to a study in the Journal of Advertising Research (JAR).

News

GLOBAL: In the process of ensuring compliance with GDPR, marketers have become increasingly aware that the quality of their data – and sometimes the source of that data – may not be as reliable as they would wish.

Opinion

OMO’s gold-winning campaign in last year’s WARC Media Awards offered a new take on integration. Tahaab Rais, Regional Head of Strategic Planning, FP7/MENA, explains how eBay, ambient, Periscope, a 23-hour Facebook Live ad and social media disrupted and engaged Arab parents in a quest to show them that dirt is good .

Article

Pizza Hut changed aspects of its digital strategy in India in recognition of the way consumers are looking for information when they want to eat.

Article

Addressable TV currently (2018) reaches around 40% of UK homes, a figure predicted to rise to 60% within a couple of years.

Article

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.

News

GLOBAL: Effective campaigns increasingly have PR baked into their channel strategies, according to a new WARC report which analyses the most effective campaigns from around the world.

Article

Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.

Article

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

News

CHICAGO: 19 Crimes, the wine brand, claimed the top prize at the 2018 REGGIE Awards for a campaign that tapped the power of augmented reality (AR) and was created by agencies J.

News

LONDON: Campaigns from Diageo, Microsoft and Procter & Gamble are among the 19 from around the world that have been shortlisted for the WARC Awards’ Effective Use of Brand Purpose category.

Case Study

E-commerce platform eBay used a social media campaign to achieve significant positive change in how it is perceived by US and UK youth.

Case Study

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

Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.

Case Study

Tecate, the Mexican beer brand, used a campaign against domestic violence to increase sales in Mexico.

Case Study

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.

Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

Case Study

German telco Deutsche Telekom used mobile and social channels globally for the launch of the Sea Hero Quest game (mobile and VR) that provided a vast data set to be used in dementia research.

News

GLOBAL: There is huge scope for innovation within integrated campaigns where each channel not only plays to its strengths but reinforces the roles of other channels, according to a WARC study.

Case Study

Tech company Microsoft empowered and inspired young females around the world to pursue a career in STEM (Science, Technology, Engineering, Math).

Case Study

Bodyform, the feminine hygiene brand, used a TV ad and social media to break taboos and connect with women in the UK.

Case Study

Pantene, the hair-care brand, revived the Beautiful Lengths campaign in Israel by communicating the opportunity to remove a cancer sufferer from a billboard.

Article

Land O’Lakes, the agriculture and food company, faced the challenge of blending its proud heritage with changing consumer tastes.

Article

Lucas Herscovici, Anheuser-Busch InBev’s Global Marketing VP/Consumer Connections, Insights and Innovation says that advertisers need to be able to stop interrupting and start attracting consumers by making content that is culturally relevant, and that people want to see.