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.
Case Study
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Case Studies on WARC, 2018
BBVA, the Spanish financial services company, positively affected consumer perceptions at a critical time through an educational programme that created real social impact.
Article
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Pam Danziger, WARC Best Practice, March 2020
Many of the most famous luxury fashion brands, from Louis Vuitton to Chanel, have been embracing partnerships with streetwear brands, which adhere to a California skate culture/New York early punk aesthetic, meaning they have put their money on short-term marketing ploys over what made them special in the first place: branding.
Case Study
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Case Studies on WARC, 2018
Minecraft, the Microsoft-owned video game, built excitement for the launch of a game update by engaging its environmentally-conscious players in a community effort to aid coral growth in the oceans.
Case Study
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Case Studies on WARC, 2018
The Scout Association of Croatia organised a volunteer-led afforestation campaign to revitalise the country’s fire-struck areas.
Article
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Sam Peña-Taylor, Event Reports, MRS Sports and Gaming Conference, February 2020
British financial services firm Barclays has built a framework for evaluating sponsorships capable of evolving over time that uses clear inputs to understand each investment’s business impact.
Article
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Anna Hamill, Event Reports, The Future of Brands, February 2020
Brands need to prioritise building brand advocates rather than short term partnerships, according to MADE.com’s Head of Brand Advocacy.
Case Study
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SABRE Awards, IN2, North America, Best in Product Reviews (Earned), 2020
The Hospital for Sick Children (SickKids) created an immersive experience through Airbnb to raise awareness of the need for a new hospital, and its funding shortfall, among Torontonians in Canada.
Case Study
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SABRE Awards, IN2, North America, Best in Social Good + Public Service, 2020
Dairy company Stonyfield Organic created #PlayFree, an on-ground initiative to remove pesticides from children's playing fields and community spaces and underscore the brand's organic credentials in the US.
Case Study
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SABRE Awards, IN2, North America, Most Innovative Recruitment/Retention Initiative, 2020
Bospar, a PR firm in the US, improved its relationship with its staff by launching a series of holiday parties, hiring more diverse workers and putting their wellbeing above clients.
Case Study
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SABRE Awards, IN2, North America, Best in Digital Promo & Activation, 2020
Fast casual restaurant chain Chipotle partnered with mobile payment app Venmo to launch its new rewards programme in the US.
Case Study
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SABRE Awards, IN2, North America, Best in Real-time Engagement, 2020
Clothing brand Wrangler launched a campaign based on the Lil Nas X hit Old Town Road, to grow a younger, more diverse online audience and increase its social media channel subscribers, without alienating its existing fanbase in the US.
Case Study
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SABRE Awards, IN2, North America, Best in Live Events, 2020
Credit-card brand Mastercard appealed to the LGBTQIA+ community in the US with the launch of its True Name card via a street installation in New York's West Village during the World Pride festival.
Case Study
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SABRE Awards, IN2, North America, Lean Marketing, 2020
Visit Finland, a tourism brand, launched a partnership with clothing retailer Anthropologie to create a social media and influencer campaign that showcased the ease of travelling from the US to Finland.
Case Study
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SABRE Awards, IN2, North America, Financial Sector, 2020
Zelle, a digital payments network, increased usage and awareness of its payments platform in the US by launching a campaign to show how it could be applied in everyday life.
Article
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David Shore, Admap, February 2020
Four ways in which a brand can activate a sports sponsorship through paid media.
News
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27 January 2020
TikTok, the Chinese short-form video platform that is hugely popular among teenagers, has taken a significant step into the music industry after signing a licensing deal with Merlin, the biggest digital rights agency for indie record labels.
Article
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Stephen Whiteside, Event Reports, CES, January 2020
FedEx, the logistics company, is measuring consumer emotion as a means of tracking the most significant painpoints in the customer journey.
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.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
The China Organ Donation Administrative Center witnessed progress in organ donation rates after advocates from Tencent and Loong tracked five recipients down to execute an unusual basketball-themed stunt.
News
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23 December 2019
Chinese tech giants JD and Lenovo are expanding their long-term partnership with plans to launch a business-to-manufacturer (B2M) platform to provide enterprise clients with customised products and services.
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.
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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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.
