Australia & New Zealand

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How mall giant Westfield flipped on customer centricity

Article • Brooke Hemphill, Event Reports, Mumbrella Retail Marketing Summit, March 2019

Previously shopping mall giants Westfield focused only on its retail tenants, but by re-orienting around local communities and shoppers, the company has been able to create better customer experiences.

How comparethemarket.com reformed Australia’s private health insurance category

Article • Brooke Hemphill, Event Reports, ad:tech Sydney, March 2019

Comparethemarket.com, an Australian insurance comparison business, was forced to overhaul its product in response to regulatory changes in the health insurance sector.

The recipe for successful brand-led sound integrations

Article • Brooke Hemphill, Event Reports, Mumbrella Audioland Conference, May 2019

Unlike a sponsorship or partnership, a true brand-media owner audio integration will result in content impossible without the involvement of the advertiser.

How McDonald’s used app data to power digital OOH

Article • Sam Peña-Taylor, Event Reports, I-COM Data Creativity Awards, May 2019

In Australia, McDonald’s leveraged data from its Monopoly app to optimise its digital advertising and drive footfall in stores.

News and reality shows fuel Aussie TV viewing

News • 16 May 2019

When it comes to free-to-air TV, Australians say news and reality shows rule, new research shows. A study by Roy Morgan found that news is the most watched genre, with 61% of Australians saying they watch it in any given week.

National Geographic and R/GA tackle plastic waste

News • 06 May 2019

National Geographic has joined forces with innovation consultancy R/GA, inviting Australians to submit ideas about how to tackle the problem of plastic waste that is despoiling the country’s coastline and marine life.

The importance of ethical AI

Article • Joseph Suriya, Admap, May 2019

Companies need to consider how they will ensure usage of Artificial Intelligence (AI) is not just effective from a business perspective, but also ethical.

Why a small number was a big issue for Cotton On

News • 02 May 2019

When Australian clothing retailer Cotton On set out to improve its website experience it almost overlooked a small but significant number that was to galvanise its subsequent actions.

Aussie supermarkets can do more on healthy food

News • 01 May 2019

As “gatekeepers” to most Australians’ food and beverage shopping, the nation’s four major supermarket chains can play a much more active role in people’s health, a new report suggests.

How clothing retailer Cotton On fixed its online path to purchase

Article • Brooke Hemphill, Event Reports, Mumbrella Retail Marketing Summit, March 2019

Cotton On, the Australian clothing retailers, sought to fix its online path to purchase by focusing on a better customer experience.

APAC online video market to double by 2024

News • 26 April 2019

The online video market in Asia-Pacific is expected to double in size over the next five years, as the explosive growth of screens and smart devices, boosted by mobile broadband connectivity, drives digital growth across the region.

2019's Best of the Best in Asia-Pacific

News • 23 April 2019

Mindshare Shanghai and Colenso BBDO Auckland top the agency rankings in two new WARC Best of the Best reports which showcase the best campaigns and companies in Asia and Australia/New Zealand across creativity, effectiveness and media excellence.

Australia and New Zealand's top campaigns and companies 2019

Rankings • Rankings Articles, April 2019

Explore WARC’s pick of the Australian and New Zealand campaigns – and agencies working on campaigns in the region – that have performed best over the past year.

Driver behaviour unaffected by digital roadside signs

News • 17 April 2019

Contrary to what one might assume, the presence of digital roadside signs do not necessarily distract drivers, according to new research from Australia.

Flanders Fields 14-18: The Mud Soldier

Case Study • Jakub Hodbod, Sander Janssen, Julie Frederickx, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Flanders Fields used a social-by-design idea, amplified through effective paid social tactics, to reverse falling visits to the Flemish WWI battlefields.

Fox Cricket: Monty – The World's First AI Predictive Commentator

Case Study • Jack Smyth, WARC Awards, Gold and Channel Innovation Award, Effective Innovation, 2019

Australian pay TV brand Foxtel created a truly game-changing campaign to encourage people to pay for a product they'd previously enjoyed for free.

Aussie marketers get to grips with effectiveness

News • 09 April 2019

One of the greatest issues Australian marketers are currently dealing with is effectiveness, according to John Broome, CEO of the Australian Association for National Advertisers.

AANA: Australia’s marketers need to focus on optimisation, effectiveness

Article • Brooke Hemphill, Event Reports, The Future of Brands Sydney, February 2019

The biggest challenges facing Australian advertisers include effectiveness, measurement, and client-agency relationships.

Coke applies marketing science to content

News • 28 March 2019

Coca-Cola is applying marketing science to its work in Australia – so improving internal processes and ensuring it measures the right things, according to a senior executive.

Slow mobile load times challenge APAC brands

News • 25 March 2019

Consumers have high expectations of mobile sites, which play an important role in their purchase decisions, yet many brands in Asia-Pacific operate sites that meet industry best practice in only two out of five mobile consumer touchpoints.

How marketing science changed the game for Coca-Cola

Article • Brooke Hemphill, Event Reports, The Future of Brands Sydney, February 2019

Coca-Cola, the soft drinks brand, is getting better value from advertising in Australia by improving internal processes, focussing on marketing science, and measuring the right things.

Navigating Asia's programmatic advance

News • 19 March 2019

Despite complaints over a lack of transparency, programmatic is growing fast in Asia and marketing professionals need to be ready to explore its new frontiers, an industry figure says.

Smart home tech needs to adapt to APAC consumers

News • 18 March 2019

The global smart home market is expected to be worth $400bn by 2030, with Asia Pacific accounting for at least a quarter (25%) of the total, according to a new study that also identifies what APAC consumers want from devices like Amazon Alexa.

The world of TV advertising is not fine

Article • Brooke Hemphill, Event Reports, Future of TV Advertising Forum, February 2019

Australia’s television media industry faces an existential threat from digital platforms and must become more progressive in its use of data and technology to compete.

How Brands Can Navigate Asia’s Programmatic Landscape

Article • Alvin Wong, WARC Exclusive, March 2019

Asia’s programmatic space is evolving quickly, and brands need to educate themselves to make the most of the opportunities.

Snickers: HUNGERITHM

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2018

Snickers, a confectionery brand, created the HUNGERITHM campaign in Australia, which reduced the price of Snickers bars in 7-Eleven stores whenever people were "hangry".
Pedigree Child Replacement Programme

Case Study • Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2018

Pedigree, a pet food brand, increased its sales and dog adoptions by creating the Pedigree Child Replacement Programme, which targeted the parents of children who have left their home in New Zealand.
The future is voice: How voice technology is changing the world of people and brands

Research Paper • Arpapat Boonrod and Prachawan Ketavan , ESOMAR, APAC, 2018

Provides suggestions on how brands can build stronger and more meaningful relationships with consumers, through understanding how new technologies – and voice technology in particular – are affecting people in the digital era.
An examination of ad length: 15 vs. 30 secs

Article • Michael Sankey and Ken Roberts, Admap Magazine, March 2018, pp. 10-12

Reveals that 15-second ads may well be as effective as their extended counterparts and outlines several practical applications for marketers.
Melbourne International Film Festival: How selling future memories broke historic records

Case Study • Chamari Kariyakaranage, David Phillips, Adrian Mills, WARC Awards, Silver, Effective Content Strategy, 2017

This case study describes how the Melbourne Film Festival used previous festival-goers to create content to bring new visitors to the Australian event.
Metro Trains: Dumb Ways to Die

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2014

This case study describes how Metro Trains, a train company in Melbourne, Australia, created a humorous music video and facilitated social sharing to raise awareness of rail safety.