News
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18 September 2018
The Sun has the greatest reach of any UK newsbrand but it is also the one least trusted by its readers, according to new research from the Published Audience Measurement Company (Pamco).
Case Study
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SABRE Awards, In2 APAC, Digital Newsrooms, 2018
Microsoft, a technology company, launched the Microsoft Asia News Center in APAC to provide a better storytelling system for a digital world and increase consumer engagement.
Case Study
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SABRE Awards, Gold, APAC, Corporate Media Relations, 2018
Ministry of Food Processing Industries (MoFPI), a ministry of the Government of India, organised World Food India (WFI), India's first-ever global investor summit in the food processing sector to re-energise India's food processing sector.
Case Study
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SABRE Awards, Gold, APAC, Japan, 2018
JOY, a dishwashing detergent from consumer goods foundation P&G, launched a video and made sharing chores part of a pre-nuptial marriage certificate in Japan to promote sharing housework between couples.
Case Study
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SABRE Awards, Gold, APAC, Issues Management, 2018
Brieana Rose, a privacy campaigner, turned a personal experience of having pictures of her genitalia distributed by a nurse without her consent into a campaign for protecting privacy rights in Australia.
Case Study
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SABRE Awards, Diamond, APAC, Superior Achievement in Brand-Building, 2018
P&G, a consumer goods corporation, channelled the relationship between Olympic athletes and their mothers to connect with the Korean audience during PyeongChang 2018.
Case Study
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Irin Ko, WARC Prize for Asian Strategy, Shortlisted, 2018
Thermos, a food and drink storage brand, increased sales in Japan with videos distributed through TV, cinema, digital and social media.
Case Study
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Chan Su Ling, Jacinth Lum, Lau Su Lin, WARC Prize for Asian Strategy, Shortlisted, 2018
New payment option Hotlink Cash Online newsjacked a popular internet trend to increase uptake of its payment service among Malaysians.
Case Study
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Amanda Hancock, WARC Prize for Asian Strategy, Shortlisted, 2018
Diet brand Verena Sure circumvented strict government regulations by using its own digital and social media platforms to launch its over-the-counter product in Thailand.
Case Study
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Jordan Price, WARC Prize for Asian Strategy, Shortlisted, 2018
Over-the-counter brand Vicks used long-form video, distributed purely on social media, to reignite affinity, trust, and respect for the brand in India.
Article
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Low Lai Chow, Event Reports, Digital PR Strategies Conference, July 2018
Content marketing is essential to driving sales in the luxury travel category, with customer personas split into four distinct demographics.
Research Paper
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Carmen Abril, Joaquin Sanchez and Teresa Recio, Journal of Advertising Research, Vol. 58, No. 3, 2018, pp. 297-310
This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.
Article
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Judy Ma and Brian Du, Journal of Advertising Research, Vol. 58, No. 3, 2018, pp. 326-337
As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).
Article
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Admap, September 2018, pp. 48-49
Data for 12 key markets from WARC’s International Ad Forecast show that total print ad revenue – across newspaper and magazine publishers – has more than halved between 2009 and 2017, and is projected to dip by 6.4% to $44.5bn this year.
Case Study
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The Communications Council, Gold, Australian Effie Awards, 2018
Optus, a telco brand, developed a game plan to drive long-term growth in Australia, which harnessed the determination and charm of athlete Usain Bolt.
Case Study
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The Communications Council, Bronze, Australian Effie Awards, 2018
Visit Victoria, a state tourism, business and major events company, successfully convinced Melburnians to venture into regional Victoria for overnight trips using films and partnerships.
Case Study
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The Communications Council, Silver, Australian Effie Awards, 2018
Velocity Frequent Flyer, the loyalty program of Virgin Australia, launched a campaign that used the mistake of a fake intern to convince its customers to transfer their reward points over from their bank.
Case Study
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The Communications Council, Gold, Australian Effie Awards, 2018
Lamb, a meat brand by Meat & Livestock Australia (MLA), transformed a business experiencing five years of flat-line sales with the You Never Lamb Alone campaign.
Data
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James McDonald, WARC Data, August 2018
This report summarises the latest research from WARC's Data platform, with a focus on online video advertising. Key findings include:
Gunn Report
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Gunn Insights, August 2018
The New York Times (NYT), a news publication, increased subscriptions in the US by launching a campaign that showcased its commitment to truthful reporting.
Case Study
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SABRE Awards, South Asia, Superior Achievement in Research & Planning, 2018
Danone, a multinational food-products corporation, increased awareness of the protein deficiency across India by launching multiple social media campaigns and a protein calculator to help people take the pledge of eating more protein.
Case Study
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SABRE Awards, South Asia, Corporate Social Responsibility, 2018
Tetra Pak, a multinational food packaging and processing sub-company, increased awareness of the importance of carton recycling in India by launching a program with Mumbai Dabbawallas, a lunchbox delivery service.
Article
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Geoffrey Precourt, Event Reports, ANA Advertising Financial Management Conference, April 2018
TD Ameritrade, the financial-services provider, believes that procurement departments can play an invaluable role in the marketing space.
News
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24 July 2018
GLOBAL: The World Cup is over for another four years, but its legacy has the potential to change how we watch, and how news organisations report, football forever.
Research Paper
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Gianluigi Guido, Marco Pichierri, Giovanni Pino, and Rajan Nataraajan, Journal of Advertising Research, Digital First, July 2018
This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.
