News
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23 April 2018
GLOBAL: Faced with the difficulty of finding the appropriate balance between targeted digital advertising and the reach of traditional broadcast media.
Case Study
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Patrick Poulsen, WARC Awards, Shortlisted, Effective Social Strategy, 2018
Fleggaard, a Danish border supermarket chain located in Germany, attracted a new audience with a mockumentary starring one of Denmark's most entertaining fictional characters.
Case Study
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Juliana Melo, Brian Crotty, Cassiano Oliva, João Gabriel Fernandes et al., WARC Awards, Shortlisted, Effective Social Strategy, 2018
M&M's, the confectionery brand, used a humorous social media campaign and TV partnership to increase sales in Brazil.
Article
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Alex Brownsell, WARC Trends, April 2018
Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.
Article
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WARC 100, April 2018
This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.
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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Suthisak Sucharittanonta, Anuwat Nitipanont, Nattawut Sittiwaraphan, WARC Awards, Shortlisted, Effective Innovation, 2018
The Thai Health Promotion Foundation created Hearing Rescue, the world's first hearing aid to alert wearers of dangers at night.
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.
Article
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WARC Exclusive, March 2018
Global strategies, campaign updates and trends in the spirits category.
Article
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WARC Exclusive, March 2018
Global strategies, campaign updates and trends in the energy drinks category.
Case Study
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ARF Ogilvy Awards, Gold, 2018
Budweiser, a beer brand, launched a TV commercial at the Super Bowl 2017 to reconnect with its target and increase brand relevance in the US.
Article
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Micael Dahlen, Sara Rosengren and John Karsberg, Journal of Advertising Research, Digital First, March 2018
Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.
Opinion
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Pauline De Pelsmacker, March 2018
Do you remember writing a thesis and feeling slightly upset as you start to realise that no one will ever read it besides your professors, or at best, your parents? Students should receive the recognition they deserve for their hard work – other than just the grade at the end of the academic year.
Article
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Anil Thakraney, Event Reports, Content Marketing Summit Asia, February 2018
Citibank India is thinking outside of the box to create content marketing which touches on Indian passions – food, travel, cricket, etc – rather boring financial information, and market-specific digital behaviours.
Article
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Fleur Horner, Admap, March 2018, pp. 34-35
Concept testing is the investigation of potential consumers’ reactions to a new product or service before it goes to market, and this article explains the importance of real-world, common-sense benchmarking and how to achieve it.
Article
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WARC Best Practice, March 2018
This article explores the reading around gamification as a research method, the attempt to make surveys and questionnaires more engaging, enhancing both the experience and ideally the quality of data.
Article
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Matthew Mee, Nigel Shardlow and James Allen, Admap, April 2018, pp. 10-12
Big brands have been criticised for allocating too much adspend to overly targeted digital media, but without much proof that it reaches and engages consumers, marketers might be tempted to abandon it altogether.
Article
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Brian Carruthers, Event Reports, IIeX Europe, February 2018
The use of Google technology to identify themes in online ads can help place them in a better contextual relevance – in a process of "cognitive media targeting".
Case Study
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Design Business Association, Bronze, 2018
The Bergen International Festival, a Nordic classical and avant-garde music and theatre festival, combined agility with consistent identity to increase ticket sales.
Case Study
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Institute of Communication Agencies, Silver, CASSIES, 2018
OIKOS, the greek yoghurt brand, positioned itself as the dream snack to increase sales and awareness in Canada, France and the UK.
Case Study
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Institute of Communication Agencies, Bronze, CASSIES, 2018
Mac’s Convenience Stores, the Canadian store chain, developed branded Snapchat filters to engage young Canadians with its Mac’s Froster ice cold drink product.
Case Study
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Institute of Communication Agencies, Bronze, CASSIES, 2018
Telling consumers to ‘Suck it up’ helped Fisherman’s Friend, the lozenge brand, to increase sales in the Canadian market.
Case Study
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Institute of Communication Agencies, Silver, CASSIES, 2018
Boréale, the Quebec microbrewery, reinvigorated its brand by focusing on its authenticity and rejection of the superficial.
Opinion
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Lucy Aitken, February 2018
Wasim Basir, Coca-Cola MENA’s Director of Integrated Marketing Communication and the chair of judges for this year ’ s WARC Prize for MENA strategy, speaks to Lucy Aitken about the challenge of reaching the region’s youth and what makes a winning strategy.
