Business & industrial

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Rankings • WARC Effective 100, 2019

Noblex, an electronics manufacturer, increased sales of its 4K HD TVs in Argentina by offering refunds if the national team didn’t qualify for the 2018 Football World Cup.

Genentech: Two Scientists Walk Into a Bar – a podcast for the scientist (in all of us)

Case Study • SABRE Awards, Best in Audio: Podcasts + Music, In2, 2019

Genentech, a Biotechnology company, launched a podcast to engage current and potential Genentech employees and bring science to US audiences in a way it had never been done before.

Niagara Conservation: Welcome to the Water Revolution—Niagara Conservation with Padilla

Case Study • SABRE Awards, Best Content Creation for Media Sites (Paid), In2, 2019

Niagara Conservation, the manufacturing company, launched a fully integrated campaign that used humor to get a serious message across to US customers.

Andersen Windows 400 Series: Endless Yes

Case Study • Ed Schindler, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Andersen Windows, a windows manufacturer, increased sales of its custom-sized windows in the US through paid search, social and digital ads.

Bucher Emhart Glass: End to End - Stronger Together

Case Study • Direct Marketing Association - UK, Gold, 2018

Bucher Emhart Glass (Emhart), a machine industry company, increased its market share by creating video content that highlighted how glass forming and glass inspection can be integrated to improve efficiency.

Graco gets to grips with B2B e-commerce

Article • Mary Connors, Event Reports, B2B Next, September 2018

Graco, a manufacturer of industrial fluid-handling equipment, has used a nuanced strategy to build out its e-commerce capabilities.

INSEE: Holcim is now INSEE

Case Study • Khanh Nguyen Dao, Minh Viet Le, San Vu, WARC Prize for Asian Strategy, Entrant, 2018

Holcim, Vietnam's leading cement supplier, rebranded itself in six months to negate projected sales losses of 20% and transferred its brand equity to a new identity.

Diamond Producers Association: Real is Rare. Real is a Diamond.

Case Study • Nidhi Sinha, Sanjay Sharma, WARC Prize for Asian Strategy, Entrant, 2018

The Diamond Producers Association, a trading organisation formed of global traders of rough diamonds, grew reach, engagement and awareness by forging new associations for its diamond products in India.

KONE Elevators: Machine Conversations

Case Study • European Association of Communications Agencies, Finalist, 2018

KONE, an international engineering and service company, promoted its AI-powered elevator maintenance across Europe by launching a campaign that allowed people to hear intelligent AI conversations.

180 years of thyssenkrupp in South America

Case Study • SABRE Awards, Gold, LATAM, Employee Communications, 2018

thyssenkrupp, an industrial engineering and steel production conglomerate, was able to reassure its stakeholders and employees of its business commitment to the South American region via an extensive media campaign.

Ananse: Amazon Warriors Safe Collection

Case Study • SABRE Awards, Gold, LATAM, Corporate Social Responsibility, 2018

Ananse, a fragrance technology company, invented a way for a book to repel disease-transmitting mosquitoes to limit the spread of potentially life-threatening diseases among children.

Data offers challenges and opportunities: Aditya Birla

Article • Anil Thakraney, Event Reports, MMA Forum India, September 2018

Data scientists could overtake brand managers in India’s new era of marketing, according to a senior executive at Indian mega-conglomerate, Aditya Birla.

Schöb AG: Mail Sent Directly from the Forest

Case Study • Direct Marketing Association - US, Bronze, 2018

Schöb AG, a timber construction company, sent out a direct mailer to people in Switzerland to show them how it uses wood from Swiss forest, and encourage them to contact the brand.

Help wanted: Recruiting B2B talent

Article • Christopher Hosford, ANA Magazine, B2B Marketer, September 2018

Attracting and hiring top B2B marketing talent is a sizeable challenge but some industry leaders are attacking it head on in the US.

How “marketing Darwinism” helped Georgia-Pacific tighten its business-to-business brand strategy

Article • Stephen Whiteside, Event Reports, MediaPost Brand Marketers Insider Summit, August 2018

Georgia-Pacific, a company active in categories from paper towels to toilet paper and plastic cutlery, has seen success by focusing on a top-tier group of its business-to-business (B2B) brands.

Georgia-Pacific adopts a philosophy of “restless discontent”

Article • Stephen Whiteside, Event Reports, MediaPost Brand Marketers Insider Summit, August 2018

Georgia-Pacific, the paper products company, is tapping a philosophy of “restless discontent” as it adapts in a changing business-to-business (B2B) environment.

PET Packaging Association for Clean Environment (PACE): PET Bottles - What is recyclable is not a waste

Case Study • SABRE Awards, Gold, APAC, Public Education, 2018

PACE, the PET Packaging Association for a Clean Environment, encouraged people in India to support its PET bottle movement and the notion of recycling by personalising the issue through a video and digital campaign.

Sinopec Open Day

Case Study • SABRE Awards, Gold, APAC, Chemicals & Industrials, 2018

China Petrochemical Corporation (Sinopec), an oil and gas enterprise, launched an ambitious Open Day campaign to foster deeper relationships with a growing number of communities throughout China.

Kingspan Group unlocks the power of B2B marketing analytics

Article • Mary Connors, Event Reports, ANA Masters of B2B Marketing, June 2018

Kingspan Group, the building materials firm, made effective use of analytics as part of the launch program for its Kooltherm insulation product.

How Equipment Depot rebuilt its brand

Article • Mary Connors, Event Reports, ANA Masters of B2B Marketing, June 2018

Equipment Depot, the material-handling company, has transformed a once dated brand into a true industry leader and innovator.

How semiotics humanised Diversey

News • 21 August 2018

LONDON: Diversey, the business cleaning products firm that has changed hands several times in recent years, has developed a new brand identity and culture through semiotic research.

How Diversey created emotional resonance with industrial cleaning products

Article • Matthew Carlton, Event Reports, MRS B2B Research Conference, June 2018

When Diversey, a provider of B2B cleaning products, lost its way after repeatedly changing hands, it turned to semiotics to reposition and rebrand itself.

Tetra Pak: Carton Le Aao, Classroom Banao (Get Your Carton and Make A Classroom)

Case Study • SABRE Awards, South Asia, Corporate Social Responsibility, 2018

Tetra Pak, a multinational food packaging and processing sub-company, increased awareness of the importance of carton recycling in India by launching a program with Mumbai Dabbawallas, a lunchbox delivery service.

BOXT: Disrupting the British heating industry through digital

Case Study • Marketing Society UK, Excellence Awards, Winner, New brand, 2018

BOXT, an online boiler business, launched an online digital platform that arranged a new boiler for consumers in the UK all on their mobile phone.

Neste and Ponsse: Finlandia by Forest Machines

Case Study • Jari Lähdevuori, Elli Tuominen, Tommi Opas, Milka Koskela, WARC Awards, Entrant, Effective Social Strategy, 2018

Oil company Neste and forest machines manufacturer Ponsse partnered in a campaign celebrating the admirable qualities of Finnish workers to raise awareness of unemployment.

Andersen Windows 400 Series: Endless Yes

Case Study • Ed Schindler, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Andersen Windows, a windows manufacturer, increased sales of its custom-sized windows in the US through paid search, social and digital ads.
How Purplebricks brought Commisery to the UK's estate agents

Case Study • Matt Wyatt, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Purplebricks, an online estate agent, increased its brand consideration and website traffic by launching a series of TV commercials that showed how an unconventional choice like Purplebricks could save people from 'commisery'.
The strategy behind Accenture Strategy

Case Study • SABRE Awards, Gold, EMEA, Professional services, 2016

Accenture, a management consulting and professional services brand, successfully launched a new service branch amid a competitive market by targeting company CEOs worldwide, during their airport commutes and online activity.
How to create a rewarding customer experience

Article • Colin Shaw, Admap Magazine, April 2018, pp. 16-19

Explains the emotions that drive and destroy values, how to evoke deliberate emotions in consumers and what this kind of approach means in the omnichannel experience.
Uber: Year With Uber

Case Study • MMA Smarties, Finalist, APAC, 2017

Uber, a cab-hailing app developed a personalised data-analysis campaign in order to increase brand loyalty and frequency of use with riders globally.
Event-marketing and advertising expenditures: The differential effects on brand value and company revenue

Research Paper • Lei Liu, Jin Zhang and Hean Tat Keh, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 464-475

Surprisingly little empirical research has examined the effects of event marketing at the company level.