Article
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Mel Arrow, WARC Exclusive, January, 2021
For high-growth challenger brands, getting the right structures in place alongside agency partnerships and a smart talent strategy will set the foundations of long-term growth.
Case Study
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DMA (UK), Gold, 2020
Sainsbury's, a UK supermarket brand, launched a gamified campaign that motivated people to build up their Nectar points and spend them on their big Christmas shop at Sainsbury's.
Case Study
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DMA (UK), Grand Prix, 2020
BT Sport, a group of pay television sports channels, collaborated with Google Cloud, Opta and Squawka to write the script for the entire 2019/20 season using artificial intelligence.
Case Study
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DMA (UK), Gold, 2020
Rockwool, a British mineral wool insulation manufacturer, saw unprecedented levels of engagement with its video-based campaign The 7 Strengths of Stone.
Case Study
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DMA (UK), Gold, 2020
World Animal Protection (WPA), an animal welfare organisation, set out to pressure travel industry giants to stop promoting dolphin entertainment with its campaign Don't Be Fooled by a Smile.
Case Study
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DMA (UK), Gold, 2020
Toyota, an automotive brand, used hyper-personalised emails to pull consumers back to its service centres in the UK, consequently driving revenue of more than £5m.
Case Study
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DMA (UK), Gold, 2020
The Guardian, a British newspaper, boosted sales in Berlin, Germany, by 84%.
Case Study
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DMA (UK), Gold, 2020
Scania, a manufacturer of commercial vehicles, increased web traffic and achieved an ROI of £220:1 with its compelling campaign that took consumers on an online journey.
Case Study
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DMA (UK), Gold, 2020
Paypal, an online payments brand, shone a light on the utility and ubiquity of its payment product range during a time of disruption for communities and families.
Case Study
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DMA (UK), Gold, 2020
ODEON Cinemas, a cinema company, set out to extend the emotive, joyful experience of a cinema visit all the way from the ticket booking journey to the point of consideration.
Case Study
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DMA (UK), Gold, 2020
NHS England, a healthcare service, encouraged more people to consider a career in nursing by using real nurses and patients in its campaign.
Case Study
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DMA (UK), Gold, 2020
Hyperoptic, an internet service provider, boosted its share of the UK broadband market with a world-first use of algorithms by developing a hyper-optimum bidding strategy.
Case Study
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DMA (UK), Gold, 2020
Sainsbury's, a UK supermarket brand, increased brand loyalty by awarding Top Buyer recognition badges to frequent customers.
Case Study
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DMA (UK), Gold, 2020
Klarna, a financial services brand, launched the world's first bot-free sneaker raffle as part of its campaign Heartbeats 4 Sneakers, generating huge PR and views on YouTube.
Case Study
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DMA (UK), Gold, 2020
Médecins Sans Frontières (MSF) UK, an international medical NGO, drove donations by targeting segments of the public based on their interests and hobbies.
Case Study
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DMA (UK), Gold, 2020
O2, a telecommunications brand, re-engaged audiences with a campaign that increased the number of people downloading and using the O2 Priority app in the UK.
Opinion
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Chiara Manco, January 2021
The recently announced Effie Awards Europe winners cover a wide range of sectors and strategies, offering inspiration on the many ways advertising effectiveness can be achieved, writes WARC’s Chiara Manco.
News
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20 January 2021
Consumers stuck at home during lengthy lockdowns are turning to familiar brands for consolation, judging by trading results from the UK’s Premier Foods, the maker of Mr Kipling cakes and Bisto gravy.
Case Study
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WARC Cases, 2019
Slovak bank VÚB Bank got its consumers to open saving accounts with a campaign that used humour to communicate the benefits of saving money.
Article
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EACA/Effie Awards Europe, Research on WARC, January, 2021
The effect of the COVID-19 pandemic on people, brands and business could be seismic and long-lasting; some outcomes will certainly be category-specific, but they will also depend on how individual brands respond.
News
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14 January 2021
Economic turmoil is a certainty for 2021, as the pandemic disruption shows little sign of abating, but strong brands can overcome these barriers, according to a new collaborative report from EACA, Effie Awards Europe, and the Effectiveness Partnershi
Opinion
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Lena Roland, January 2021
Despite the turbulence of last year – or, perhaps, because of it – the marketing community unveiled a wide range of research and fresh thinking that can help boost effectiveness in 2021 and beyond.
News
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13 January 2021
Consumers in the “moveable middle” – those who are neither very likely nor very unlikely to buy – are as many as five times more responsive to a brand’s advertising, research shows.
Article
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Richard Dunn, WARC Exclusive, January, 2021
A study by Wunderman Thompson identified a strong link between inspiration and brand growth.
Opinion
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Paul Coxhill, January 2021
One of WARC’s roles is to show the industry what great effective marketing looks like. Today’s launch of the WARC Effectiveness Awards will be a key way to do that, says WARC MD Paul Coxhill.
