Advertising best practice, evidence and insights

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.

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.

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.

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.

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 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.

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.

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.

Raysil: From invisible ingredient to desirable differentiator

Case Study • Aditya Kanthy, Toru Jhaveri, Sanchari Chakrabarty, WARC Awards, Entrant, Effective Innovation, 2019

Indian Rayon's viscose filament yarn (VFY) brand Raysil used a multi-channel campaign to raise awareness and future-proof its business in the Indian market.

How Firmenich utilised VR for smell research

Article • Brian Carruthers, Event Reports, IIeX Conference, February 2019

By using VR to immerse research participants in an appropriate context, fragrance firm Firmenich believed it could gather better quality data.

Newsan: SuperPromoNoblex

Rankings • WARC Effective 100, 2019

Noblex, an electronics manufacturer, increased sales of its 4K HD TVs in Argentina by offering refunds if the national team didn’t qualify for the 2018 Football World Cup.

Genentech: Two Scientists Walk Into a Bar – a podcast for the scientist (in all of us)

Case Study • SABRE Awards, Best in Audio: Podcasts + Music, In2, 2019

Genentech, a Biotechnology company, launched a podcast to engage current and potential Genentech employees and bring science to US audiences in a way it had never been done before.

Niagara Conservation: Welcome to the Water Revolution—Niagara Conservation with Padilla

Case Study • SABRE Awards, Best Content Creation for Media Sites (Paid), In2, 2019

Niagara Conservation, the manufacturing company, launched a fully integrated campaign that used humor to get a serious message across to US customers.

Andersen Windows 400 Series: Endless Yes

Case Study • Ed Schindler, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Andersen Windows, a windows manufacturer, increased sales of its custom-sized windows in the US through paid search, social and digital ads.

Bucher Emhart Glass: End to End - Stronger Together

Case Study • Data and Marketing Association, Gold, 2018

Bucher Emhart Glass (Emhart), a machine industry company, increased its market share by creating video content that highlighted how glass forming and glass inspection can be integrated to improve efficiency.

Graco gets to grips with B2B e-commerce

Article • Mary Connors, Event Reports, B2B Next, September 2018

Graco, a manufacturer of industrial fluid-handling equipment, has used a nuanced strategy to build out its e-commerce capabilities.

INSEE: Holcim is now INSEE

Case Study • Khanh Nguyen Dao, Minh Viet Le, San Vu, WARC Prize for Asian Strategy, Entrant, 2018

Holcim, Vietnam's leading cement supplier, rebranded itself in six months to negate projected sales losses of 20% and transferred its brand equity to a new identity.

Diamond Producers Association: Real is Rare. Real is a Diamond.

Case Study • Nidhi Sinha, Sanjay Sharma, WARC Prize for Asian Strategy, Entrant, 2018

The Diamond Producers Association, a trading organisation formed of global traders of rough diamonds, grew reach, engagement and awareness by forging new associations for its diamond products in India.

Business & industrial