News
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16 August 2017
NEW YORK: In the cluttered media world of the average consumer it can be difficult to achieve cut through, leading to a school of thought, across both traditional and digital media, that ‘less is more’ – for consumers and ...
Case Study
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Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2017
This case study shows how Coca-Cola, the carbonated drinks company, increased brand equity by developing a community action platform for the Middle Eastern youth.
Case Study
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Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2017
This case study shows how Coca-Cola, the carbonated drinks brand, increased brand affinity in Morocco by creating a family-focused cooking show.
Case Study
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Naila Fattouh, WARC Prize for MENA Strategy, Shortlisted, 2017
This case study describes how Egyptian mobile operator, Mobinil, used a multimedia campaign to increase market share and become the top-considered mobile data provider among the youth audience.
Case Study
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Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2017
This case study shows how Fanta, the carbonated drinks brand, levelled its brand equity and sales across the Middle East, by creating a gaming platform for teens.
Case Study
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Menna El Sweify, Dina Medhat, WARC Prize for MENA Strategy, Entrant, 2017
This case study shows how Chiclets, a chewing gum brand, successfully rebranded its product by redesigning its package and introducing it to a younger Egyptian audience using Facebook's live streaming feature.
Article
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Bobby Duffy, Hannah Shrimpton and Michael Clemence, Research on WARC, Ipsos MORI, July 2017
This article looks into who millennials really are and how their characteristics, attitudes and behaviours are often misinterpreted and simplified.
News
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12 July 2017
ATLANTA: There has been a sharp increase in the number of "tobacco incidents" in top-grossing movies over the past six years, according to a new study which calls for films depicting smoking to be re-rated to protect younger viewers.
Article
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Gian M. Fulgoni and Andrew Lipsman, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 127-131
This article looks at the problems that have come with the growth of digital word of mouth through social media.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study shows how Badger and Winters, an advertising agency, successfully initiated change globally towards the non-objectification of women in advertising, by directly targeting the industry with powerful campaign films.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study shows how Doritos, a snack brand, increased sales and brand awareness by partnering with a support organisation for LGBT youth in the US and releasing a Gay Pride themed product.
Case Study
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Cannes Creative Lions, Bronze, Creative Longer-Term Effectiveness, Creative Effectiveness Lions, 2017
This case study explains how Extra, the chewing gum brand owned by Wrigley's, used an emotional film to increase sales in the US.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study shows how Gatorade, a sports drink, used a popular Snapchat filter to increase sales and brand awareness in the US during the Super Bowl.
Case Study
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Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2017
This case study shows how Headspace, a meditation app, successfully launched an app that helped children understand the power of emotional bullying when texting, in Australia.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study explains how the Romanian National Institute for Blood Donations increased the number of young people donating blood by partnering with a music festival to give away free tickets to donors.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study shows how AT&T, a telecommunications brand, increased awareness for distracted driving using a shocking campaign film in the US.
Case Study
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Cannes Creative Lions, Bronze, Creative Global Effectiveness, Creative Effectiveness Lions, 2017
This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study shows how Google, a tech company, created an educational web platform to entice more girls in the US to learn how to code.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study shows how Madden NFL, a videogame brand, used famous Internet comics in a humorous social media campaign in order to increase sales in the US.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study shows how Gillette, a shaving razors brand, reversed declining brand affinity trends with 'how-to' tutorial experience videos in the US.
Case Study
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Cannes Creative Lions, Gold, Creative Effectiveness for Good, Creative Effectiveness Lions, 2017
This case study shows how the Movimiento Ayuda Cancer de Mama (MACMA), an NGO for the prevention of breast cancer, successfully engaged Argentinian women with breast self-examination by borrowing men's boobs in order to circumvent social media's tight restrictions of women's breasts depictions.
Article
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Low Lai Chow, Event Reports, MMA Forum Singapore, June 2017
This article explores Johnson & Johnson's 'CIA' – context, impact, action – approach to content, including campaigns using KOLs and Snapchat in Asia.
Article
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Low Lai Chow, Event Reports, DigitasLBi NewFront, May 2017
This article explains the 'dark side of data' including algorithm bubbles and hyper-targeting, alongside some case studies on how data can be used for 'good' to boost ad effectiveness.
Case Study
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Max Slonim, Warc Awards, Shortlisted, Best Use of Brand Purpose, 2017
This case study shows how The National Institute for Blood Transfusions, a blood donations organisation, harvested concert goers' love for free tickets to increase blood donations in Romania.
Case Study
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Tahaab Rais, Warc Awards, Shortlisted, Best Use of Brand Purpose, 2017
This case study shows how Coca-Cola, the carbonated drinks company, developed a community action platform for youth in the Middle East thus increasing its brand equity.
