This case study explains how Beats, a headphone brand, used a cast of global sporting heroes acting as brand ambassadors to enable the brand's 'Be Heard' banner to resonate with sports and music fans globally.
Kristin Hickey, ESOMAR, Congress, 2017
This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.
Aliya Hasan, The Communications Council, Bronze, Australian Effie Awards, 2017
This case study shows how Vodka Cruiser, a Ready to Drink brand, went from being a brand that Australian millennials thought was uncool to one that they'd like to be seen with through a chat show streamed weekly on Facebook Live.
Research on WARC, MediaSense, June 2017
This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.
Charlie Clinton, Admap, Shortlisted, Admap Prize 2017
This article argues that the scale and reach of TV and social media are critical to the success of FMCG brands but that marketers need to consider the wider marketing ecosystem in order to deliver effective campaigns.
Effie Worldwide, Bronze, North America Effies, 2017
This case study looks at how Dove Hair, the haircare brand, introduced the #LoveYourCurls Emojis campaign in the US to ensure curly haired women and girls can express themselves through this social language.
Effie Worldwide, Gold, North America Effies, 2017
This case study shows how Excedrin, an OTC headache medicine, created 'The Migraine Experience' in the USA and Canada by using an augmented-reality migraine simulator to show people what a migraine feels like.
This short report summarises the results for the food category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.
Eleanor Thornton-Firkin and Leah McTiernan, Research on WARC, Ipsos Connect, March 2017
This paper explores how to create successful branded content, using the example of multinational retailer Wal-Mart which created branded entertainment films for its sponsorship of the Academy Awards in the United States.
LONDON: Implementing an effective paid, owned, earned (POE) media strategy is essential to increasing a brand's share of experience (SOE) and hence growing the brand itself, according to an industry figure.
Hannah Fisher & Fiona Blades, Case Studies on WARC, March 2017
This case study describes how MORE TH>N, a UK insurance provider, partnered with MESH to understand how brand consideration changes, explaining the underlying factors that inform it, and how to plan marketing activity to optimise each stage of the path to purchase.
Douglas Loretucci & Fiona Blades, Case Studies on WARC, March 2017
This case study describes how LG, the South Korean consumer electronics company, plugged a knowledge gap in the complex path to purchase of its high-value products by understanding three elements of the shopper experience.