Advertising best practice, evidence and insights

How Agritecture uses marketing tools to support purpose-driven urban farming

Article • Geoffrey Precourt, WARC Exclusive, October 2019

Agritecture is a consultancy, content provider and community-building organization that focuses on urban farming, and has leaned on many traditional marketing strategies to build its brand.

Talking to India’s farmers

Article • Brian Carruthers, Event Reports, Marketing Week Insight Show, March 2019

Outlines a project to set up the first continuous panel to help a pesticides company better understand India’s farmers.

Close the Loop: From Rubbish to Roads – turning waste plastics and toner into better quality asphalt roads

Case Study • SABRE Awards, Asia-Pacific, Real Estate & Construction , Gold, 2019

Close the Loop, the recycling company, used the soft plastics recycling crisis as an opportunity to create an innovative asphalt additive utilising valuable waste material for roads in Australia.

Lockheed Martin: Launching Japan’s Next Generation of Women Leaders in STEM

Case Study • SABRE Awards, Asia-Pacific, Transportation & Logistics, Gold, 2019

Lockheed Martin, an aerospace and defence company, increased interest in STEM subjects from female students in Japan by launching a rocketry challenge that gave them practical experience.

LCY Education Foundation: From Enemy to Family

Case Study • SABRE Awards, Asia-Pacific, Chemicals & Industrials, Gold, 2019

LCY Chemical Corp., a chemical company, turned its reputation around by investing in long-term solutions to the problems faced by the victims of the 2014 Kaohsiung explosion in Taiwan.

Sintex: Goddess Ganga's Revenge

Case Study • Tania Patel, Shekhar Pandey, WARC Prize for Asian Strategy, Entrant, 2019

India's prime manufacturer of water tanks, Sintex, wanted to demonstrate its 'active-thinking' philosophy and create a brand association that extended beyond the physical products it made.

ET TMT: Build It Right

Case Study • Angira Lahiri, WARC Prize for Asian Strategy, Entrant, 2019

ET TMT, one of India's largest regional steel manufacturers, increased its brand awareness among C-Suite executives by differentiating itself from the main players in the iron and steel industry.

Livguard Inverter Batteries: The Compelling Duality

Case Study • Varchas Sinha, Yousuf Rangoonwala, WARC Prize for Asian Strategy, Entrant, 2019

Inverter and battery brand Livguard used a strongly visual campaign to build its brand in India and establish itself as a key player in the category.

Mangaldeep: ‘Temple Run’

Case Study • SABRE Awards, South Asia, Superior Achievement in Creativity, 2019

ITC, a multinational conglomerate, used its home fragrance brand, Mangaldeep Agarbatti, to set up cleaning services and composters in temples across India to encourage waste segregation.

RollsRoyce: Partnering India to make the country aerospaceready

Case Study • SABRE Awards, South Asia, Industrial/Manufacturing, 2019

Rolls-Royce, an aero-engine manufacturer, became the leader in India's dialogue on digitisation in engineering and green technologies in aviation.

How a 125-year-old brand uses digital to reinvent itself

Article • Mary Connors, Event Reports, ANA Masters of B2B Marketing, May 2019

UL, the safety science company, has long provided trust marks which demonstrate that products are safe to use, but faced the challenge of transforming in the digital age.

Severfield Rebrand

Case Study • Design Business Association, Silver, 2019

Severfield plc, a structural steel specialist, rebranded its trading units under a single name to improve engagement with internal audiences, which led to successful revenue growth in the UK.

Embraer: Profit Hunter ‘Tiger’ Campaign

Case Study • Marketing Society UK, The Brave Awards, Highly Commended, 2019

Embraer, a Brazilian producer of aircraft, built on the interest in its new airplane and increased sales by applying a bold visual style to the cone of its plane and creating buzz at the Singapore Airshow.

Wormvax: Barbervax Commercial Vaccine Production System

Case Study • Design Business Association, Silver, 2019

Wormvax, a company that produces Barber’s Pole worm vaccines, obtained a design for machinery required to produce millions of doses of necessary vaccines for farmers in Australia.

Covestro: New Brand

Case Study • Design Business Association, Bronze, 2019

Covestro, an adhesive manufacturing company, was launched as a new company by Bayer with a newly designed visual identity to encourage profit in Germany.

Five in-housing tips from Boeing

Article • Reed Karaim, Event Reports, ANA Advertising Financial Management Conference, April 2019

Boeing, the aerospace giant, has built an in-house creative shop which can offer invaluable tips for other brands that are interested in handling such duties internally.

The Institution of Engineering and Technology: The Sound of Engineering

Case Study • SABRE Awards, EMEA, Educational & Cultural Institutions, Gold, 2019

The Institution of Engineering and Technology, one of the world’s largest engineering institutions, created a music video engineered entirely by children to encourage more of them into science, technology, engineering and mathematics (STEM) subjects in the UK.

The Royal Mint: The Great British Coin Hunt

Case Study • SABRE Awards, EMEA, Product Media Relations (consumer media), Gold, 2019

The Royal Mint, the producer of coins for Britain and 60 other countries, created a set of 10-pence coins featuring letters of the alphabet to encourage a new generation of coin collectors in the UK.

Aurubis Bulgaria: The copper heart of Bulgaria – 60 years later, we made it all together

Case Study • SABRE Awards, EMEA, Chemicals & Industrials, Gold, 2019

Copper manufacturer Aurubis used an omnichannel approach to celebrate the sixtieth anniversary of the opening of its plant in Bulgaria.

Givaudan: Givaudan 250 Odyssey

Case Study • SABRE Awards, In2 EMEA, Best in Brand Narratives, Gold

Givaudan, the Swiss flavours and fragrances manufacturer, increased engagement by celebrating its 250th anniversary by creating a campaign story that connected past, present and future.

Wärtsilä: Oceanic Awakening

Case Study • SABRE Awards, In2 EMEA, Best in Brand Film/Video, Gold

Wärtsilä, the Finnish marine company, communicated its vision of a future smart marine ecosystem by encouraging 20 marine cities to form a network.

How VR can inform scent research

News • 16 May 2019

Firmenich, the Swiss fragrance and flavour company, has developed a novel research use for VR, deploying it to useful effect in consumer tests for laundry detergent scents.

Launching the Alliance to End Plastic Waste

Case Study • SABRE Awards, North America, Chemicals & Industrials, Gold, 2019

The Alliance to End Plastic Waste, an initiative dedicated to ending world plastic waste, promoted its cause globally by launching a broadcast and anthem video to explain its mission.

3M Champions Science

Case Study • SABRE Awards, North America, Global Campaign, Gold, 2019

3M, a manufacturing company, launched a microsite dedicated to scientific resources to improve positive sentiment towards science.

Creating Online Ambassadors to Share Emerson’s Story with the World

Case Study • SABRE Awards, North America, Employer Branding , Gold, 2019

Emerson, a product manufacturer and engineering service, created an immersive training curriculum for its SMEs in the US to improve their social media proficiency.

Business & industrial