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.
News
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08 January 2020
For all of the progress that fintechs have brought in terms of what banking products could and should feel like, new data show that very few people are using these services as their main bank and shines a light on the UK’s mobile banking behaviour.
News
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17 December 2019
Starling Bank, the five-year old, mobile-only challenger bank, is boosting its brand-building efforts as it looks to move beyond its start-up status and become a significant player in the market.
Article
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Anna Hamill, Event Reports, MAD//Fest London, November 2019
Starling Bank, a digital-only challenger bank in the UK, is disrupting the banking category by thinking about customer experience and brand building differently.
Case Study
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MRS Awards, Winner, MRS Award for Financial Services Research, 2019
RBS (Royal Bank of Scotland), a banking brand, launched real-time customer communication research in the UK to understand how it could get consumers to switch banks.
Case Study
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MRS Awards, Finalist, MRS Award for Financial Services Research, 2019
TSB Bank, a bank, used a new measurement tool tailored to retail banking to help senior TSB executives navigate through an IT crisis to a brighter future in the UK.
Case Study
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Camille Lin, Linda Qin, Doris Xu, Nicholas Short, WARC Media Awards, Bronze, Best Use of Data, 2019
As a newcomer in China, Booking.com sought to build strong audience connections in what is a fiercely competitive online travel industry.
Case Study
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Patricio Shilton, WARC Media Awards, Entrant, Best Use of Data, 2019
Number-one deodorant in Argentina, Rexona created a precision marketing campaign to launch its new hand soap, grow market share and generate awareness.
Case Study
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Camila Carrillo, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019
Virgin Mobile launched a radio takeover to stand out from competitors in Colombia.
Case Study
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Leslie Yu, Mimi Lu, WARC Media Awards, Silver, Effective Use of Tech, 2019
Amid a highly cluttered and competitive mobile app market in China, Google Translate succeeded in driving downloads of its app and increasing brand awareness.
News
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13 November 2019
Adopting a challenger mentality, using AR and VR to create new consumer experiences and reframing brands using cultural insights are among the successful marketing trends being used in Asia, according to a new WARC study.
Article
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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.
Case Study
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MMA Smarties, Finalist, APAC, 2019
Unilever's male anti-dandruff shampoo brand Clear used mobile gamification to build affinity in the basketball space and boost engagement among men in the Philippines.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Bubly, the sparkling water brand, successfully broke into the sparkling water category by partnering with a set of celebrities and social media content platforms to drive a mobile led campaign that engaged US consumers.
News
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04 November 2019
Collaboration is a potentially powerful strategy to enable marketing to scale its impact but few brands use it, says Adam Morgan of eatbigfish; he has a framework to help change that.
Article
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Adam Morgan, Admap, November 2019
A central strategic capability of key war strategists from Genghis Khan to Winston Churchill is the ability to form alliances and coalitions.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Level, an airline brand under airline holding company International Airlines Group (IAG), was successfully launched through OOH, DOOH and the unveiling of a new design.
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.
Case Study
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MMA Smarties, Finalist, Indonesia, 2019
Oral care brand Pepsodent used mobile rich media to amplify its TV messaging for the launch of its Bamboo Salt toothbrush in Indonesia.
Case Study
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MMA Smarties, Bronze, Indonesia, 2019
Beauty brand Fair & Lovely used TV, mobile and radio to raise awareness of its brand commitment to female education and drive sales in Indonesia.
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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Tin Le, Yen Tran, WARC Prize for Asian Strategy, Entrant, 2019
Milk flavouring product Ovaltine used an omnichannel strategy, based on putting its rival's advertising under the spotlight, to re-establish its brand credentials and boost sales in Vietnam.
Case Study
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Jahanzaib Qureshi, Zahra Fatima Ali, WARC Prize for Asian Strategy, Entrant, 2019
Food mixes brand Shan Foods ran a TV-led campaign promoting progressive values to appeal to young Punjabi women in Pakistan.
