Advertising best practice, evidence and insights

Article • WARC Best Practice, December 2018

Provides guidance and reading on a now common aspect of brand building – partnerships – in which two or more brands collaborate for mutual benefit.

Tommy Hilfiger: Tommy Hilfiger Adaptive

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

Tommy Hilfiger, a clothing brand, launched an adaptive clothing line in the US that makes clothing more accessible for people with disabilities.

IKEA: ThisAbles

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

IKEA, a furniture retail company, hacked 13 of its popular products and used 3D printing to create special add-ons for people with disabilities in Israel.

Why the automotive category needs to rethink its approach

Article • Daniel Binns, WARC Exclusive, August 2019

Interbrand NY CEO, Daniel Binns, explores the consumer trends and tech disruption shaping the automotive category in 2019.

CRM space in Greater China heats up

News • 29 July 2019

Chinese internet giants are fighting it out in the field of customer relationship management (CRM) technology, with Baidu and Alibaba announcing new moves at the same time.

Launch of India's First Platelet Donor Community by Godrej HIT

Case Study • SABRE Awards, South Asia, Digital Campaign, 2019

Godrej HIT, an insecticide brand, spread awareness of the importance of blood donations in battling against dengue fever in India.

Driving Purpose The McDonald's Way!

Case Study • SABRE Awards, South Asia, Superior Achievement in Brand-Building, 2019

McDonald's, a fast food brand, launched an influencer campaign that showed improvements it had made to its food, which increased sales in India.

Pampers for Preemies

Case Study • SABRE Awards, South Asia, South/Southeast Asia, 2019

Pampers, the nappy brand, took their purpose of ensuring the happy and healthy development for every baby to premature babies in India.

HONOR: Yeh Diwali HONOR Wali’ (A Diwali with HONOR)

Case Study • SABRE Awards, South Asia, Technology, 2019

Honor, a Huawei-owned smartphone brand, leverage the festival of lights, Diwali, to connect with consumers in India, leading to one million smartphones sales.

Mars Petcare innovates for the future of petcare with Kinship

Article • David Tiltman and Anna Hamill, WARC Exclusive, July 2019

Kinship, an investment fund and start-up accelerator owned by Mars Petcare, offers insights into new ways that large companies can innovate with data and direct to consumer business models.

Always: Relevant content led to massive impact with young women

Case Study • MIXX Awards, Bronze, Native Advertising, 2019

Always, a feminine hygiene brand, engaged young women in Denmark in a discussion of menstruation which led to a 65% increase in Always usage.

Marriott reinvents customer loyalty marketing with Bonvoy

Article • Reed Karaim, Event Reports, Brand Marketing Summit, May 2019

Marriott, the hospitality giant, transformed its approach to customer loyalty with a new platform called Bonvoy.

Kohl's piggybacks off Amazon

News • 10 July 2019

American department store Kohl’s has talked up its “single biggest initiative” of the year: taking in and processing returns of products bought from Amazon, in an effort to bring customers into its more than 1,100 stores around ...

28 Too Many: Zero Tolerance Ribbon

Case Study • Noor Hassanein, WARC Prize for MENA Strategy, Shortlisted, 2019

28 Too Many, an anti-female genital mutilation charity, used online, direct and guerrilla marketing to create a symbol for a movement to dissuade parents from practising FGM in Egypt.

Lifebuoy: Preventing people from infections during Ramadan

Case Study • Alvaro Bretel, WARC Prize for MENA Strategy, Shortlisted, 2019

Lifebuoy, the soap and hygiene brand, used YouTube ads during Ramadan to promote hand washing and increase sales of its products in the Middle East.

Al Tayer Motors: Unseen Potential

Case Study • Tahaab Rais, Mario Morby, WARC Prize for MENA Strategy, Shortlisted, 2019

Car dealership Al Tayer Motors got its staff to create an art project from old car parts to showcase its dedication to service to drive brand preference in the UAE.

AirAsia eyes ‘Amazon of travel’ opportunity as it invites others into its ecosystem

Article • Low Lai Chow, Event Reports, Skift Forum Asia, May 2019

AirAsia has its sights set on a travel ecosystem play as it invests in complimentary business ventures.

Leaving the walled garden: Lessons from a luxury brand that embraced the super market shelves

Article • David Adamson, Admap, July 2019

Looks at the success story of chocolate brand Godiva, which deliberately left the walled garden of luxury for the broader streets of mainstream shopping.

Amazon adds Rite Aid to its US pick-up network

News • 01 July 2019

Amazon’s seemingly unstoppable expansion of its retail empire took another step forward last week with the news that it is teaming up with Rite Aid, the US pharmacy chain, to provide another secure outlet for shoppers to pick up their ...

Businesses that partner grow faster and generate more revenue

News • 26 June 2019

The great benefits of partnerships to businesses have been underlined by new research revealing that 76% of companies agree partnerships are pivotal in delivering revenue goals.

New partnerships fuel P&G’s efforts to transform advertising

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2019

Procter & Gamble, the consumer goods giant, is using a new breed of partnerships to help it transform advertising in compelling ways.

OPPO targets European sporting events

News • 17 June 2019

OPPO, the Chinese smartphone maker, sees Europe as essential to its global expansion ambitions and is leveraging sports sponsorship – including the current Cricket World Cup – as a central part of that aim.

Lacoste: Save Our Species

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Lacoste, the clothing company, raised awareness of endangered species and IUCN in the US when it replaced its iconic crocodile polo with other endangered animals.

Busan Metropolitan Police Agency: Stop Downloadkill

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Busan Metropolitan Police Agency, a police department in South Korea, created fake voyeur videos that used scare tactics to decrease circulation of such videos across the country.

Toyota Motor Corporation: Nbc + Paralympics

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Toyota, the automotive brand, influenced the coverage of the Olympic and Paralympic Games to ensure they were equal in US broadcasts.

Brand partnerships