Retail

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US toy giant plans huge interactive store in Beijing

News • 07 March 2019

In a move aimed at bringing experiential shopping to Chinese consumers, US toy shop giant FAO Schwarz plans to open its largest flagship store in China’s capital.

Apple Inc (Consumer Electronics)

Article • Euromonitor Profiles, February 2019

This Company Profile from Euromonitor provides key details and analysis of Apple Inc.

Evans Cycles: Return to Gold Hill

Case Study • Direct Marketing Association - UK, Gold, 2018

Evans Cycles, a British cycle retailer, increased awareness of the electric bikes market in the UK by remaking Sir Ridley Scott's famous 1973 Hovis advert.

Carvaan wins WARC Prize for Asian Strategy

News • 02 November 2018

A campaign by The Womb for Carvaan, a radio with digital music pre-loaded, has won the Grand Prix in the 2018 WARC Prize for Asian Strategy.

Profit Ability: The business case for advertising - Sector analysis

Article • Ebiquity, 2018

This report pulls together the findings of a study into the short- and long-term effects of advertising, and breaks them down for three specific sectors: FMCG, Retail and Financial Services.

CES: A device like no other by American Greetings

Case Study • SABRE Awards, North America, Trade Show, 2018

American Greetings, a greeting card producer, launched the Device Like No Other campaign using a proactive, phased communications strategy in the US to increase brand relevance and sales.

The role of Lego's 'retail theatre'

News • 29 November 2017

BARCELONA: Bricks-and-mortar stores are a vital part of the Lego brand, providing a unique media channel for both shoppers and consumers, according to two of the toymaker’s executives.

Lego’s agile retail store development

Article • Sam Peña-Taylor, Event Reports, OmniShopper International Conference, November 2017

Toymaker Lego has successfully diversified its media channels to embrace theme parks and movies but physical stores remain a vital part of the brand experience.

Smyths Toys Superstores: If I Were a Toy

Case Study • European Association of Communications Agencies, Bronze, 2017

Smyths Toys Superstores, a toy retailer, sustained the growth rate of its company in the UK and Ireland with its ‘If I Were A Toy’ Christmas campaign which featured an adaptation of Beyoncé’s ‘If I Were A Boy’.

CNA June Holiday Guide

Case Study • MMA Smarties, Gold, South Africa, 2017

CNA, a South African department store, used Mobiclick's location-based technology to increase sales and in-store customers for its June Holidays campaign.

The Legacy Store Berlin: #PaintBack

Case Study • AME Awards, Gold and Silver, 2017

This case study explores how The Legacy Store Berlin, a graffiti culture and art tools shop, launched a national campaign to turn messages of hate into messages of joy through artists.

Digital dominates entertainment

News • 06 January 2017

LONDON: Digital sales of games, music and, for the first time, video are running ahead of physical sales in the UK according to new figures from the Entertainment Retailers Association (ERA).

Toys'R'Us (Singapore): Tasks for Toys

Case Study • Direct Marketing Association - US, Gold, DMA International ECHO Awards, 2016

This case study explains how Toys 'R' Us, the toy retailer, created a mobile app to connect parents and their children, and increase sales in Singapore.

GameStop: Tom Clancy’s The Division

Case Study • Jennifer Gabrielli, WARC Prize for Social Strategy, Entrant, 2016

This case study shows how GameStop, a US retailer, launched a new video game via a 'choose your own adventure' style game on picture-sharing platform Imgur, boosting buzz about the launch.

How Third Man Records became the "face for vinyl"

Article • Stephen Whiteside, Event Reports, BRITE, March 2016

This event report outlines how Third Man Records, a music label/retailer founded by Jack White of The White Stripes, has carved out a distinct niche in the growing vinyl market.

March of Toys

Case Study • Case Studies on WARC, 2016

This case study explores how Kasperle, a prominent toy store in Guatemala, decided to address the pressing issue of missing children from a new perspective, making the abandoned toys, left behind by the abducted children, the stars in a peaceful march to raise awareness of this brutal reality.

Bose learns to listen to customers

Article • Stephen Whiteside, Event Reports, The Market Research Event, November 2015

This event report outlines how Bose, the audio-equipment manufacturer, has gained a deeper insight into its customer base by leveraging the insights provided by an online community of consumers.

Apple (Retail)

Article • Euromonitor Profiles, December 2015

This Company Profile from Euromonitor provides key details and analysis of Apple Inc. Included is a strategic evaluation with key facts about the American company, competitive positioning against comparative brands, and assessment of its position in the electronic retail market.

Currys PC World: We start with you

Case Study • Sarah Sternberg and David Edwards, Account Planning Group - (UK), Bronze, Creative Strategy Awards 2015

This case study shows how Currys PC World, a UK electronics retailer, successfully differentiated itself from its competitors by creating a service-driven campaign, growing both sales and customer trust.

GAME: The biggest 2014 Christmas Campaign that you've probably never heard of

Case Study • Tim Mitchell and Ryan Delehanty, Account Planning Group - (UK), Silver, Creative Strategy Awards 2015

This case study shows how GAME, a brick-and-mortar UK gaming retailer, galvanised its position at the heart of the gaming community by launching its own game for the upcoming Christmas market.

Sony Music Latin moves to the digital beat

Article • Stephen Whiteside, Event Reports, Festival of Media Latin America, September 2015

This event report addresses how Sony Music Latin, the record label, is adapting to the ongoing digital disruption facing the music industry.

Youku Tudou: Little Apple - Global Digital Campaign

Case Study • Dragons of Asia, Bronze, 2015

This case study reveals how Little Apple, a media entertainment brand, used a viral campaign to generate brand awareness across South East Asia.

WARC Webinar: Leisure and entertainment in Asia

Article • Gemma Calvert, Regina Tan, Moritz Mayrhofer and Martyn U'ren, WARC Webinars, June 2015

This webinar explores leisure in Asia on many different dimensions; from sports (both participating and viewing) to spas, bars, online entertainment and immersive virtual reality gaming.

Teatreneu: Pay per laugh

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Spanish comedy theatre Teatreneu created a novel way for audiences to pay for performances.

YouTube: Reaching the audiences

Case Study • Sophie FitzGerald, WARC Prize for Social Strategy, Entrant, 2015

This case study describes how YouTube's native content was promoted to a wider audience in the UK by working with some of its stars.

McDonald’s marketing now offers an “emotional free sample”

Article • Stephen Whiteside, Event Reports, BRITE, March 2019

McDonald’s, the quick-service restaurant chain, is tapping into the power of emotional marketing as it seeks to break through with consumers.
What we know about e-commerce and social commerce

Article • WARC Best Practice, January 2019

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Competitive strategies in luxury goods

Article • Euromonitor Strategy Briefings, November 2018

Looks at the state of play for luxury corporates, as well as the competitive landscape and competitive outlooks.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
Starbucks and social: How Starbucks created the fourth place in coffee culture

Case Study • Matthew Philip and Rachael Lake, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Starbucks, a coffee company and coffeehouse chain, engaged with UK customers by launching a social media campaign across a number of years, which saw it make its cups an icon and launch a series of events.
How emotion really works in advertising

Article • Phil Barden, Admap Magazine, June 2018, pp. 10-13

Takes an in-depth look at the science of emotion and why some emotional ads sell, while others do not, examining what drives choice and what the role of emotions in decision-making really is.