News
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20 April 2018
SYDNEY: To truly understand your brand’s customers, you have to understand yourself, according to the chief marketing officer of Australian online fashion retailer The Iconic.
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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Brooke Hemphill, Event Reports, Mumbrella Retail Marketing Summit, February 2018
The Iconic, an Australian online fashion retailer, is using brand purpose and storytelling to drive its brand activations and social media.
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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Sam Wise, Vitor Forte, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
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.
Case Study
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Gilad Kat, Guy Melzack, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Pantene, the hair-care brand, revived the Beautiful Lengths campaign in Israel by communicating the opportunity to remove a cancer sufferer from a billboard.
News
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12 April 2018
ABIDJAN: West Africa’s mobile industry is forecast to contribute more than US$50bn to the region’s economy annually by 2025, on the back of consistent value to the tune of $37bn last year, or 6.7% of GDP.
Article
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Mary Connors, Event Reports, P2P Summit, March 2018
Walgreens, the health and beauty retailer, is putting its brand at the heart of efforts to transform its wider business.
Article
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WARC Exclusive, April 2018
Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
Case Study
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Joe Smith, WARC Awards, Shortlisted, Effective Innovation, 2018
BBC, the British broadcaster, refreshed the identity of its Asian Network radio station in the UK to revive its relevance among the 18- to 34-year-old audience.
Case Study
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Shashank Lanjekar, WARC Awards, Shortlisted, Effective Innovation, 2018
Sportswear manufacturer adidas launched a campaign to support disabled athletes in India.
Case Study
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Matt Simms, WARC Awards, Shortlisted, Effective Innovation, 2018
David Sheldrick Wildlife Trust, a charity based in West Africa, created Hello in Elephant, a world-first human-elephant translator.
Case Study
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Justina Unugboji, WARC Awards, Shortlisted, Effective Innovation, 2018
Club Mahindra, a holidays company, used a TV ad integrated with mobile ads to increase holiday bookings in India.
Case Study
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Kawal Shoor, Navin Talreja, Heval Patel, WARC Awards, Shortlisted, Effective Innovation, 2018
Saregama, an Indian music company, launched a new radio product targeting the over 50s in order to increase revenue from its back catalogue of music.
Case Study
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Signe Holm, Angela Wu, WARC Awards, Shortlisted, Effective Innovation, 2018
The left-wing political party Socialistisk Folkeparti (SF) reversed its fortunes with a strategic bus ad campaign which captured the attention of voters around the world.
Article
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WARC Exclusive, March 2018
Global strategies, campaign updates and trends in the hot drinks category.
Article
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WARC Exclusive, March 2018
Global strategies, campaign updates and trends in the supermarkets and grocery category.
Case Study
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ARF Ogilvy Awards, Bronze, 2018
Covered California, an insurance provider, developed a multi-method, data-driven campaign to increase brand awareness in the US.
Gunn Report
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Gunn Media, 2018
Contains the creative for the 'Star Plus EK #NayiSoch' campaign for Star India by the agency Mindshare in Mumbai.
Article
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Deborah Mattinson, Market Leader, Quarter 2, 2018, pp. 22-22
Examines the differences and similarities between the mood of the British public in 1998 and 2018.
News
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20 March 2018
NEW DELHI: India’s telecommunications category is equal parts crowded and cut-throat, with ongoing price wars affecting all major players, but Vodafone, India’s second-largest category player, is now attempting to break the cycle.
Research Paper
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Subhadip Roy and Aditya Shankar Mishra, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 33-50
This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.
News
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13 March 2018
GLOBAL: Cross-device identity company Drawbridge’s decision to withdraw its advertising business from the European market ahead of GDPR throws the need for collaboration across the industry into stark relief.
Article
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Lucy Aitken, WARC Exclusive, March 2018
Details HSBC's Together We Thrive campaign through discussion with Omar El-Gammal, Planning Director at JWT, who worked with the brand on the campaign.
Opinion
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Jennie Roper and Rory Steele, March 2018
The cocktail party effect is a well-known behavioural bias, whereby humans ‘selectively attend’ to stimulus they deem familiar or important.
