Advertising best practice, evidence and insights

Case Study • Talha Bin Hisaam, Nadia Putri Prianti, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018

Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.

Sobeys Star of Christmas

Case Study • Institute of Communication Agencies, Silver, CASSIES, 2018

Sobeys, the Canadian food retailer, reversed a trend of declining performance by emphasising the strong associations between Christmas, family and its brand.

Cornetto: The new symbol of love 2.0

Case Study • Ruchir Bajoria, WARC Media Awards, Entrant, Effective Channel Integration, 2017

Cornetto, the ice-cream brand, increased sales in India by connecting with young people in a series of campaigns focussing on friendship and love across social media, digital and events.

Communicating Corporate Responsibility to Fit Consumer Perceptions: How Sincerity Drives Event and Sponsor Outcomes

Research Paper • Angeline Close Scheinbaum, Russell Lacey, and Ming-Ching Liang, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 410-421

Because event sponsorship has been used widely as a means to communicate corporate social responsibility (CSR), managers evince interest in the interplay among events, sponsorship, and CSR.

Teva Italia: Congresso Sin 2016 Venezia

Case Study • Integrated Marketing Communications Council Europe, Bronze, 2017

Copaxone, the pharmaceutical brand for treating multiple sclerosis, reaffirmed its leading position at the National Congress of Italian Neurologists (SIN).

Hackett: Hackett Engagement Programme

Case Study • Direct Marketing Association - UK, Gold, 2017

Hackett, a British menswear retailer, created a personalised digital gentleman's club to collect customer details from in-store visitors across Europe.

Inmarsat Aviation: The Connected Air Experience

Case Study • Direct Marketing Association - UK, Gold, 2017

Inmarsat Aviation, a provider of satellite communications solutions to airlines, used AI to create an immersive experience for visitors to take a flight on a virtual airline in the UK.

Czech Table Tennis Association: Table tennis as you may not know it

Case Study • Integrated Marketing Communications Council Europe, Silver, 2017

The Czech Table Tennis Association, produced an innovative rotating round table at an event in the Czech Olympic Park to show the public that table tennis is a fun, Olympic sport.

Pernod Ricard Global Travel Retail: Jameson #BeOriginal360

Case Study • Integrated Marketing Communications Council Europe, Silver, 2017

Pernod Ricard Travel Retail, the travel retail distribution arm of the French drinks company, used a unique airport activation to drive sales of its Jameson Irish Whiskey brand in the UK.

Stanley Black & Decker: Floor 99.9

Case Study • Integrated Marketing Communications Council Europe, Silver, 2017

Stanley Black & Decker, a manufacturer of industrial tools and household hardware, promoted its steam cleaners by showing consumers in Belgium that they could literally eat off the floor after using the product.

Samsung: Gear S3 World Choir

Case Study • Direct Marketing Association - UK, Bronze, 2017

Samsung, a multinational conglomerate, launched its new smartwatch, the Gear S3, in the UK over the Christmas period by showcasing its biometric data tracking technology through choir singers.

Ford Motor Company: Ford Charity handball

Case Study • Integrated Marketing Communications Council Europe, Bronze, 2017

The first ever charity handball event live on TV raised the profile of Ford, the American automobile company, in the Czech Republic.

Ferrero UK: Dolce by Ferrero Rocher

Case Study • Integrated Marketing Communications Council Europe, Gold, 2017

Ferrero Rocher, a chocolate brand, created a pop-up dining experience to reignite consumers' love of Ferrero Rocher in the UK.

The Salvation Army: Salvation Paper

Case Study • Integrated Marketing Communications Council Europe, Gold, 2017

The Salvation Army, an international charitable organisation, raised brand recognition and sales in the Czech Republic by creating a unique wrapping service using donated clothing.

Beiersdorf: NIVEA Electric Picnic Experience

Case Study • Integrated Marketing Communications Council Europe, Silver, 2017

NIVEA, a skincare brand, raised awareness of its products among Irish millennials by setting up an experience zone at Electric Picnic, the largest music festival in Ireland.

Edward Dillon: Hennessy Very Special

Case Study • Integrated Marketing Communications Council Europe, Silver, 2017

Hennessy, a spirit brand, partnered with IBM Watson and used its AI technology to create personalised cocktails for Irish consumers, to recruit a new generation of Hennessy drinkers.

Royal Mail: The stamps that fell to earth

Case Study • Direct Marketing Association - UK, Bronze, 2017

Royal Mail, the UK postal service and courier company, drove a reappraisal of its brand, capturing data and sales in the process, by creating a collector’s edition set of 10 David Bowie stamps.

Connecting with Gen Z on campus

Article • David Ward, ANA Magazine, ANA Magazine, November 2017

Explores the impact that experiential marketing can have and explains how both brands and agencies need to adapt and come up with new ways to engage today's college students.

Gillette: Bachelor of Shaving

Case Study • Kalpesh Chavan, WARC Media Awards, Bronze, Effective Channel Integration, 2017

Safety razor brand Gillette drove sales in under-performing states in India through an educational approach.

Cornetto: Our hearts beat as one!

Case Study • Ruchir Bajoria, WARC Media Awards, Shortlisted, Effective Use of Tech, 2017

Ice cream brand Cornetto connected with Indian teenagers during the Durga Puja festival to increase brand equity and sales.

Volvo Survivor Sales Agents

Case Study • Case Studies on WARC, 2017

Volvo, a Swedish automaker, capitalised on its reputation for safety by having car crash survivors act as sales agents at high traffic stands in shopping malls.

Event marketing in a digital age

Article • Christopher Hosford, ANA Magazine, B2B Marketer, October 2017

Discusses the significance of event marketing and how advances in technology and social influencers are changing the way these events function.

GooDay: Street Battle Marketing

Case Study • Yosuke Yamauchi, Koichiro Tomita, WARC Prize for Asian Strategy, Entrant, 2017

GooDay, a DIY retailer in Japan, used a rap-style street battle with a rival to appeal to younger consumers.

ACUVUE®: Dare to Change

Case Study • Helene Wei Huber, WARC Prize for Asian Strategy, Entrant, 2017

Contact lens brand ACUVUE® used a three-phase multimedia campaign to target millennials in China.

Bukalapak: Creative Economy Heroes

Case Study • Anton Reyniers, Ahmad Zaki and Marion McDonald, WARC Prize for Asian Strategy, Entrant, 2017

Bukalapak, an Indonesian e-commerce website, fought against a decline in market share by focussing on small businesses.

Experiential & sampling