Article
•
Adam Sheridan, Research on WARC, June 2021
Provides evidence that advertising that gets talked about has the potential to deliver unpaid or “earned” reach and therefore more efficiency for marketing investments.
Case Study
•
WARC Awards
for Effectiveness, Shortlisted, Collaboration & Culture, 2021
Low-cost telco Skinny harnessed its customer superpowers to grow credibility and drive consideration in New Zealand.
Article
•
WARC Best Practice, June 2021
The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.
Article
•
Kiron Kesav, WARC Exclusive, Spotlight SEA, May 2021
PHD Media’s Kiron Kesav argues that marketers should not shy away from dark social activities but instead, dive in to find opportunities to engage.
Case Study
•
SABRE Awards, Gold, North America, 2021
Penn State, a university in Pennsylvania, encouraged its staff and students to follow COVID-19 protocols by launching a campaign through digital and print that reminded them to wear their face masks or risk being sent home.
Case Study
•
SABRE Awards, Gold, North America, 2021
TWIX, a confectionary brand, promoted its new product TWIX Cookies & Creme in the US by creating a limited-edition line of TWIX sneakers.
Article
•
Sam Peña-Taylor, Event Reports, Advertising Week Europe, May 2021
Short-form video platform TikTok was able to take a piece of organic content and create an ad to reflect its influence and cultural importance with speed of execution key to the campaign.
Article
•
WARC Best Practice, May 2021
Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.
Article
•
Stephen Whiteside, Event Reports, SXSW, March 2021
Arby’s, the quick-service restaurant chain, scored a viral success on video-sharing app TikTok by seizing on an unusual marketing opportunity.
Opinion
•
Kevin Rice, April 2021
Throughout his seven-year tenure at Burger King, and more broadly in his role as Global Chief Marketing Officer at its parent, Restaurant Brands International (RBI), Fernando Machado was a defibrillator that sent shockwaves through pop culture and brought the brand back to life, writes Hathway's Kevin Rice.
Article
•
Anna Hamill, WARC Exclusive, April 2021
Burger King’s Moldy Whopper set the advertising world alight – the work was the realisation of many years spent improving the brand’s food quality, according to Fernando Machado, Burger King’s Chief Marketing Officer.
Article
•
Anna Hamill, WARC Exclusive, April 2021
DB Breweries’ new extra low-carb product needed to made a splash with beer-loving Kiwis, and in a category where there were already several competing products.
Article
•
Anna Hamill, WARC Exclusive, April 2021
Australia’s fast-food category is crowded, and cut-throat – KFC Australia’s campaign ‘Michelin Impossible’ drove outstanding results on a shoestring budget.
Article
•
WARC Strategy Toolkit, March 2021
This article discusses various approaches used by marketers to understand what consumers want.
Case Study
•
SABRE Awards, IN2, North America, Public Service: #BlackLivesMatter/Racial Equity, 2021
HP, an information technology company, inserted HP into the back-to-school conversation in the US while showcasing its core values surrounding diversity and inclusion and driving awareness for its series Print, Play & Learn.
Case Study
•
SABRE Awards, IN2, North America, Best in Brand Narratives, 2021
Tampax, a brand of tampons, launched its humour-led campaign #TimeToTampax to encourage conversation around the taboo topic of menstruation in the USA.
Opinion
•
Kunal Sinha, February 2021
Encouraging user-generated content allows brands in India to engage and identify their fans by inviting participation, while potentially creating priceless memes that go viral, writes Kunal Sinha.
News
•
08 February 2021
It is estimated that more than 180 million viewers will have tuned into Sunday’s Super Bowl between the Kansas City Chiefs and the Tampa Bay Buccaneers and, as ever, marketers will study the data to find out which ads scored a hit.
Opinion
•
Faris Yakob, February 2021
Faris Yakob: The economics of America’s biggest TV event have changed, as have the strategies brands use to exploit the attention it captures – this year’s contenders reveal the shape of US advertising.
Opinion
•
Jakob Stigler, February 2021
Budweiser’s Super Bowl ad may not be airing on game day, but it still represents a brand capitalising on the moment, and most likely getting even more buzz as a result.
Case Study
•
DMA (UK), Bronze, 2020
Level, an airline company, increased brand awareness by launching an influencer and social campaign that highlighted its inclusive and modern approach to travel.
Case Study
•
DMA (UK), Bronze, 2020
Sense, a charity supporting everyone living with complex disabilities, launched a free, online British Sign Language course during the first few weeks of the global pandemic to help people better understand disability.
Article
•
James Hurman with Peter Field, WARC Exclusive, June 2020
This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
Case Study
•
MMA Smarties, Bronze, Vietnam, 2020
Revive, a sports drink brand, encouraged consumers in Vietnam to exercise at home during the COVID-19 lockdown.
News
•
21 December 2020
‘Chu Quan’ marketing offers an opportunity for brands to connect beyond their categories and become a part of a wider cultural conversation.
