News
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18 September 2018
Mondelez India’s Bournvita has brought out a new variant targeting women and addressing health concerns more common among women as it seeks to increase its foothold in a more specialised emerging market.
Case Study
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SABRE Awards, Gold, APAC, Home & Furniture, 2018
Godrej Security Solutions, a mechanical and electronic security systems company, increased awareness and sales of its EVE security system for women in New Delhi and Mumbai by launching two events that took a humorous and informative approach to security.
Case Study
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Priyanka Nair, Mayuri Shukla, Dhara Pujara, WARC Prize for Asian Strategy, Shortlisted, 2018
Heritage brand Hamam Soap harnessed a powerful idea in Tamil Nadu, India, to connect with its target group and recapture brand love.
Research Paper
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Joëlle Vanhamme and Chung-Kit Chiu, Journal of Advertising Research, Digital First, August 2018
This study proposes a new measure of emotions suitable for research with children. Emotions play a key role in shaping children’s responses to advertising, but research on these influences is scarce and underdeveloped.
Article
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Joel Davis, Admap, September 2018, pp. 42-43
Advises on three ways that marketers can use Amazon to reshape, refine and re-energise their social marketing strategies to maximise the impact on brand and sales.
Data
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WARC Data, August 2018
Summarises the findings of WARC's latest mobile marketing survey, conducted across APAC on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
Data
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WARC Data, August 2018
Summarises the findings of WARC's latest mobile marketing survey, conducted across the UK on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
Opinion
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David Tiltman, August 2018
Dynamic creativity, viewability, and the use of ad tech for brand building are topics at the forefront of the current conversation.
Data
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WARC Data, August 2018
Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
Case Study
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SABRE Awards, South Asia, Platinum Finalist, 2018
McDonald's, a fast food company, launched the Flavours Without Borders campaign in India to unite people over food and generate excitement for its introduction of 12 new food products and three new cuisines.
Case Study
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SABRE Awards, South Asia, Platinum Finalist, 2018
Godrej Security Solutions, a total locking solutions provider, increased awareness of the important of home safety by creating a campaign featuring convicted thieves who showed how easy a break-in can be.
Article
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Matthew Carlton, Event Reports, Tug Life: London Tech Week, June 2018
Influencers are becoming increasingly important for brands as they offer potentially the same reach as traditional channels and elicit a level of trust that standard advertising does not.
Article
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Tony Regan, WARC Best Practice, July 2018
Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.
Article
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Judie Lannon and David Cowan, Admap, July/August 2018, pp. 16-18
To celebrate the 50th anniversary of the birth of account planning, two industry veterans recall their time at two of the most influential advertising agencies in shaping the discipline – JWT and BMP.
Gunn Report
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Marielle Heiss, Gunn Insights, July 2018
In Germany, adidas helped to transform the attitudes of young Berliners towards their city’s public transport company, BVG, by converting adidas Originals into annual transport tickets.
Case Study
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Leslie Paul, WARC Prize for MENA Strategy, Bronze, 2018
Medcare Women & Children Hospital, a leading healthcare provider in the UAE, used a hands-on creative campaign to raise awareness of the necessity for breast checks among local and Arab women.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
A1 Slovenia, a mobile operator, increased brand preference by creating the Bedtime Storytellers campaign, which helped decrease loneliness among elderly people in Slovenia.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
Knorr, a food brand, remade an old brand for a new generation globally by finding fresh insight in a stale category.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
Visit Faroe Islands, a tourism brand for the Faroe Islands, and Atlantic Airways, an airline company, attached cameras to sheep to create their own street view, 'sheep view', of the Faroe Islands.
Research Paper
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ARF Experiential Learning, AUDIENCEXSCIENCE, June 2018
Details a unique research design approach created by SevenOne Media, which draws on a comparison between targeting and mass marketing.
Research Paper
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Nathalie Dens, Patrick De Pelsmacker, Peter Goos, Leonids Aleksandrovs and David Martens, International Journal of Market Research, Vol. 60, No. 3, 2018, pp. 268-287
This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.
Case Study
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Johan Bello, Rebecka Hoffmann, WARC Awards, Entrant, Effective Social Strategy, 2018
IKEA, the housewares retail chain, used social media and PR to share a humorous message and engage with people around the world.
Article
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Jessica af Sandeberg, Admap, June 2018, pp. 38-40
Looks at five characteristics that purposeful brands have in common and explains how they should be used when formulating a brand purpose.
Case Study
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Rajesh Sharma, Neerja Goswami, WARC Awards, Entrant, Effective Use of Brand Purpose, 2018
Money transfer service Western Union used a multichannel approach to change its image of a transactional brand to drive use of its services in India.
Case Study
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AME Awards, Finalist, 2018
Pampers, a brand of baby and toddler products, launched a campaign in Germany to increase awareness of its new line, Baby Dry diapers.
