Challenger brands
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Case Study • WARC Cases, 2020
Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021
Case Study • SABRE Awards, IN2, North America, Best in Digital/Print Media, 2021
News • 04 February 2021
Article • WARC Exclusive, February 2021
Article • Mel Arrow, WARC Exclusive, January, 2021
Case Study • DMA (UK), Gold, 2020
Article • Rob Sellers & Dulcie Omonubi, WARC Exclusive, January, 2021
Opinion • John Harrison, December 2020
Case Study • MMA Smarties, Gold, APAC, 2020
Case Study • MMA Smarties, Bronze, APAC, 2020
Case Study • MMA Smarties, Gold, APAC, 2020
Case Study • WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020
Case Study • Louise Løbner Malmborg, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020
Case Study • Rituparna Dasgupta, Deepa Kharidaha, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020
Case Study • Nicole Voorburg, TJ Kelly, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020
Case Study • Anupama Basu, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020
Case Study • MMA Smarties, Silver, X (Global), 2020
Case Study • MMA Smarties, Bronze, X (Global), 2020
Case Study • Ben Nilsen, WARC Media Awards, Entrant, Best Use of Data, 2020
Case Study • Nicholas Short, Benjamin Short, Shekhar Khanna, WARC Media Awards, Shortlisted, Best Use of Data, 2020
Article • Brian Carruthers, Event Reports, MAD//Anywhere, November 2020
Case Study • APG (AUS), Creative Strategy Awards, Gold, 2020
Case Study • Mario Morby, WARC Media Awards, Bronze, Effective Channel Integration, 2020
Case Study • Nick Bateman, Chris Ponting, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020
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Article • WARC Exclusive, February 2021
Reveals the trends and lessons from the 2020 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries. -
Article • Nick Geoghegan , WARC Best Practice, July 2016
This article explores the position of a brand as challenger - a state not necessarily conferred by not-market-leader status; traditions won't do so the rules must be re-written. -
Article • WARC Exclusive, November 2019
Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2019. -
Article • Nick Geoghegan, WARC Exclusive, May 2020
Nick Geoghegan shares lessons from challenger brands on how to thrive during recessions and hardships - organisations must be a little more Netflix and a little less Blockbuster as we sail into this storm. -
Article • Adam Morgan, Admap Magazine, November 2019, pp. 0-0
A central strategic capability of key war strategists from Genghis Khan to Winston Churchill is the ability to form alliances and coalitions. -
Article • Nick Geoghegan, WARC Webinars, June 2019
Discusses several key behaviours that allow DTC challengers to compete with the market leader and win.