Advertising best practice, evidence and insights

Case Study • SABRE Awards, Gold, Africa, 2020

Glencore, a trading and mining company, launched #SheRocks in South Africa which put GoPros on the hard hats of its female workers to show how women can do the jobs that are stereotyped as male.

Sherwin-Williams Packaging Coatings: Engaging with Health and Safety groups to launch a new BPA-free can lining

Case Study • SABRE Awards, Gold, North America, 2020

Sherwin-Williams, a paint and coating manufacturing company, encouraged US companies to use its new epoxy technology for their packaging by sharing research that shows how safe it is to use.

Northwest Hardwoods: Moving the needle of U.S. trade policy

Case Study • SABRE Awards, Gold, North America, 2020

Northwest Hardwoods, a hardwood brand, encouraged the US government to include the hardwood industry in the US–China trade deal through national and state-based media coverage.

How a hybrid agency/in-house model serves 3M’s need for accountability

Article • Geoffrey Precourt, WARC Exclusive, May 2020

3M, the manufacturer of brands like Post-it notes and Scotch tape, has adopted a hybrid in-house/agency model to drive maximum effectiveness from its media spend.

Aurecon Transport: 2035 – Moving People and Goods

Case Study • Chris Saxby, Courtney Lock, Nerissa Pacis, WARC Awards, Entrant, Effective Content Strategy, 2020

Engineering, design and advisory company Aurecon devised a content strategy to position itself as a thought leader in the mobility space in Australia.

JCB: Digging JCB out of a digital ditch!

Case Study • Tushar Handa, Jitender Dabas, WARC Awards, Entrant, Effective Social Strategy, 2020

British construction machine brand JCB took to social to turn a tricky Twitter situation to its advantage in India.

Aurecon: Engineering Reimagined

Case Study • Courtney Lock, WARC Awards, Bronze, Effective Content Strategy, 2020

Engineering, design and advisory company, Aurecon, harnessed the power of the podcast to strengthen its brand and widen its audience in Australia, New Zealand, Asia and the Middle East.

Corporate ethics and the COVID-19 crisis

Opinion • Stephen Whiteside, March 2020

As COVID-19 spreads around the world, companies may need to abandon traditional strategies in areas like pricing if they want to maintain public trust, WARC's Stephen Whiteside argues.

Ad Hoc Utilities Group: Public Affairs campaign

Case Study • SABRE Awards, IN2, North America, Politics/Public Affairs/Lobbying/Government, 2020

Ad Hoc Utilities Group, a coalition made up of most US nuclear generators, prevented onerous trade restrictions by utilising political intelligence to inform earned media opportunities.

Tapping agritech to reach India’s farmers

News • 18 December 2019

India faces complex agricultural issues which the government is attempting to address, but brands can also play a role by tapping into the mobile and app-based “agritech” revolution that is helping transform each stage of the agriculture value ...

How Tata Steel injected digital culture into its 112-year-old legacy

Article • Anil Thakraney, Event Reports, Chief Digital Officers’ Summit, November 2019

V Narendran, chief executive officer and managing director, Tata Steel shares the benefits and lessons learnt from the 112-year-old organisation’s journey to embrace the tech and digital culture.

Consorzio Ricrea Acciaio: Capitan Acciaio

Case Study • Integrated Marketing Communications Council Europe, Bronze, Cause, Charity/Non-profit Marketing or Social, 2019

Ricrea, a steel brand, increased awareness of steel recycling in Italy by creating a character, Captain Acciaio, who explained how to recycle steel in a series of videos.

How brands can empower India’s farming communities

Article • Amandeep Singh, WARC Exclusive, December 2019

India may have come a long way since The Green Revolution and farm mechanisation was introduced, however the situation for farmers has not, and remains a serious issue that brands need to tackle to empower these large communities.

Bond Club: Colorbond's data-driven B2B CRM

Case Study • MMA Smarties, Gold, Vietnam, 2019

BlueScope Steel-owned brand Colorbond created a loyalty programme driven by a mobile app to drive engagement among building project investors in Vietnam.

Bond Club: Colorbond's data-driven B2B CRM

Case Study • MMA Smarties, Finalist, APAC, 2019

BlueScope Steel-owned brand Colorbond created a loyalty programme driven by a mobile app to drive engagement among building project investors in Vietnam.

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.

UltraTech, Tresemme: KYVE 2.0 – Know your videos effectively

Case Study • Emvies, Silver, 2019

UltraTech Cement, a cement brand, and TRESemmé, a hair care brand, increased effectiveness of their social media content by using a new tool to track, measure and analyse video trends in India.

Racold: Mind your Language

Case Study • Emvies, Gold, 2019

Racold, the Indian water heater manufacturer, increased sales on Amazon in India by adding local vernacular to its key search terms.

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.

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.

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.

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.

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.

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.

Business & industrial