Article
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WARC Best Practice, November 2019
Provides guidance and reading on a now common aspect of brand building – partnerships – in which two or more brands collaborate for mutual benefit.
News
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16 January 2020
Brand purpose can be a driver of growth, a key to unlocking new partnerships and a way of signalling modernity, according to a new WARC report edited by Burger King Global CMO Fernando Machado.
Article
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WARC Exclusive, January 2020
Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2019 WARC Awards.
News
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18 December 2019
Deutsche Telekom, the telecoms giant, has taken a 25% stake in SK Gaming, a German e-sports organisation for which it has been a sponsor and technology partner since mid-2018.
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16 December 2019
Germany’s Delivery Hero, one of the biggest food delivery firms in Europe, has taken a major step into the highly competitive Southeast Asian market by agreeing to buy Woowa Brothers, the owner of South Korea’s most popular food delivery app.
Article
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Stephen Whiteside, Event Reports, Money 20/20, October 2019
Uber, the ride-sharing platform, has begun expanding into financial services with products that are aimed at its passengers and drivers.
News
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10 December 2019
Probably the most recognised football club on the planet, Manchester United has agreed a deal with Alibaba Group’s Youku video streaming service that will include select first-team matches, highlights, and original content for a Chinese audience.
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06 December 2019
Annual Pride celebrations around the world are getting bigger, thanks in part to support from brands, but, says an ex-director of communications for Pride in London, if they’re doing no more than adopting the LGBT+ community’s rainbow logo, they’re ...
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06 December 2019
Japanese gaming giant Nintendo has teamed up with Tencent, the world’s largest gaming company, to launch a Chinese version of its Switch console even though China’s gaming industry mostly occurs on PCs and mobile devices.
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05 December 2019
The vastly resourced Amazon Web Services is set to work with telco Verizon in offering a 5G edge computing service that will push processing power closer to users and reduce latency, as part of a bid to outpace direct competitor Microsoft in this ...
Article
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Asad Dhunna, Admap, December 2019
Pride is attracting a wave of interest from brands looking to connect with the LGBT+ community.
News
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02 December 2019
Aeon, the largest supermarket group in Japan and one of Asia’s biggest retailers, has joined forces with British online grocer Ocado to develop Aeon’s e-commerce capabilities.
News
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21 November 2019
Dove, the beauty brand owned by Unilever, successfully extended its “Campaign for Real Beauty” directly into the media and advertising space through creating a library of stock images that is truly representative of all women.
Article
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Stephen Whiteside, Event Reports, 4A's Strategy Festival, October 2019
Dove, the beauty line, used its “Project #ShowUs” campaign to provide stock images that embrace female beauty in all its forms.
Case Study
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Agustina Saggese, Alita Pereyra, WARC Media Awards, Shortlisted, Best Use of Data, 2019
Skincare brand Neutrogena used an innovative programmatic campaign to drive awareness and trial of its new Hydro Boost product in Argentina.
Case Study
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Diana Velásquez, WARC Media Awards, Entrant, Effective Use of Tech, 2019
Latam Airlines partnered with a GPS navigation platform to raise awareness and build brand relevance in Colombia.
Case Study
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Anh Vu, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019
Energy drink brand Sting partnered with motorcycle ride taxi service GrabBike and convenience store 7-Eleven to launch its Sting Cafe Espresso drink to professional bikers in Vietnam.
Case Study
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Benjamin Condit, Yi Liu, Jerry Perez, Sienna Zhang, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019
Fast-food brand KFC created a results-prediction algorithm, Colonel KI, and placed it in livestreams to deepen its connection to gamers and e-sports in China.
Case Study
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Patricio Shilton, Ornella Carricarte, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019
Male personal care brand Axe turned to sponsorship to increase awareness and growth in Argentina.
Case Study
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Elisa Chua, WARC Media Awards, Bronze, Effective Use of Tech, 2019
Fast-food brand McDonald's partnered with food delivery aggregator GrabFood to fulfil demand for additional delivery orders when its McDelivery riders were fully occupied in Singapore.
Case Study
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Uyen Nguyen Diep, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019
Global laundry brand OMO increased brand love by expanding its ‘getting dirty is good’ philosophy with an awareness campaign focused on the importance of water-based life-saving skills, to highlight the number of drowning incidents in Vietnam.
Case Study
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Luke Brown, Angela Smith, WARC Media Awards, Silver, Best Use of Data, 2019
Tourism board Tourism Central Coast created an integrated campaign driven by data-insights, to change traveller perceptions of the Central Coast, in New South Wales, Australia.
Case Study
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Hang Nguyen, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019
Car-manufacturer Ford used a disruptive content marketing campaign, amplified on social media, to change perceptions of its Everest SUV in Vietnam.
Case Study
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Avitasya Febryani, Fadila Hafsah, Mikhal Anindita, WARC Media Awards, Entrant, Best Use of Data, 2019
Skincare brand Pond's took a precision-marketing approach to support an influencer partnership, in a bid to revamp its image to halt declining market share among young women in Indonesia.
Case Study
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Apoorva Shetty, Sumeet Parab, Larry Asalim, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019
Ice-cream brand Wall's created a multimedia campaign around its sponsorship of the national team, to drive visibility and sales during the Asian Games in Indonesia.
