Article
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David Taylor, WARC Best Practice, October 2018
Explores insights from new research into the threat to big brands of attack by small 'insurgent' brands.
Article
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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
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Anna Hamill and Dom Boyd, Admap, October 2019
Looks at how, in 2018, TSB Bank – one of the UK’s leading challenger banks – experienced the most challenging year in its history and the lessons it learned from this experience.
Article
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Sam Peña-Taylor, WARC Exclusive, October 2019
DTC brands are coming for retail – or so we hear; research from the IAB explores the characteristics that set these brands apart and what incumbents can learn.
Case Study
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SABRE Awards, Asia-Pacific, Consumer Products, Gold, 2019
Huddle, the insurance company, built strong brand awareness in Australia when it launched its Kanga Cover feature to protect drivers from animal collisions.
Case Study
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Nayantara Atal, Sumegha Rao, Benoit Wiesser, WARC Prize for Asian Strategy, Shortlisted, 2019
Skincare challenger brand Pond's Men leveraged a new way of thinking to shake up a tired category and reverse declining sales in Indonesia.
Case Study
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The Communications Council, Silver, Australian Effie Awards, 2019
Aldi, a supermarket chain, launched a TVC and Loyalty Calculator to show Australian customers the benefits of shopping at Aldi over using other supermarkets' disappointing loyalty schemes.
News
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29 August 2019
Fintechs are seen as disruptors to traditional banks, but the potential of the question they are asking has far deeper implications for the financial sector.
Article
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Sam Peña-Taylor, Event Reports, Unbound, July 2019
Insights from challenger financial companies including Revolut, Starling, and Oaknorth, exploring how they are pursuing a strategy that places them in the position of a platform.
Case Study
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Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019
Utair Airlines launched a multimedia campaign in Russia to encourage Russians to travel within their own country by accurately portraying the country and showing people relatable imagery.
Case Study
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Alvaro Bretel, WARC Prize for MENA Strategy, Entrant, 2019
Nana, a feminine hygiene brand, used educational content to connect with girls and increase sales in Jordan, Kuwait, the UAE, and Lebanon.
News
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09 July 2019
Monzo, the UK-based fintech, continues to add customers both in the UK and now the US, but profits are yet to arrive as the challenger bank invests in staff and increased marketing spend.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Nett, a tampon brand, created a film to educate young girls in France on tampon safety which helped the brand increase its penetration by 2.2 pts.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Kingo Energy, a solar energy company, created a video for social media that drove brand awareness among investors around the world and potential users in Guatemala.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Entel Peru, the Peruvian telecommunications company, increased prepay sales by using an emotionally meaningful sports figure to highlight the company’s selling point of letting Peruvians talk to any operator.
News
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13 June 2019
After almost a decade of dominance in London’s ride-hailing scene, Uber is facing competition on a number of fronts that could undercut the newly public company and beat it at its own game.
Case Study
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Design Business Association, Silver, 2019
Eve sleep, a mattress company, increased sales and awareness in the UK by redesigning its packaging and branding to break category conventions with bright colours and ques of being wide awake.
Case Study
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Design Business Association, Gold, 2019
Eleni & Chris, a haircare brand, launched its salon professional range of haircare in Norway and Sweden with a branding design that reflected the contrasting personalities of its creators and Scandinavian design.
Case Study
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Design Business Association, Silver, 2019
World of Zing, a food and drink start-up, increased brand awareness across the UK by launching a redesign of its packaging that used live prints of the products as inspiration.
Case Study
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Marketing Society UK, The Brave Awards, Highly Commended, 2019
Libresse, a brand of feminine hygiene products, launched the #bloodnormal campaign across the world to normalise the discussion of periods and establish itself as a vocal women's empowerment brand.
Article
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Nick Geoghegan, WARC Webinars, June 2019
Discusses several key behaviours that allow DTC challengers to compete with the market leader and win.
Case Study
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SABRE Awards, EMEA, United Kingdom and Ireland (Medium Budget), Gold, 2019
Challenger banking brand Starling employed a traditional PR approach to move from the fintech news websites to mainstream media.
Case Study
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SABRE Awards, EMEA, Trade Show, Gold, 2019
Infiniti, the luxury division of Japanese carmaker Nissan, created an integrated campaign encompassing PR, social media, creative and digital, for the global launch of its QX80 model in the Middle East.
Case Study
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SABRE Awards, EMEA, Financial Services, Gold, 2019
Electronic mobile payment company Square took a boots-on-the-ground approach to raise its profile among small business owners, and reach national and local influencers for its launch in the UK.
Case Study
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SABRE Awards, EMEA, Consumer Marketing (Existing Product), Gold, 2019
Challenger banking brand Starling launched a multichannel campaign in the UK to drive new business and lead a conversation about gender stereotypes in finance.
