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CFM International: Reflecting on the clear advantage

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

CFM International, a jet engine manufacturer, used different media channels to connect with the C-Suite of airlines, operators and engine leasing companies across the world.

Export Development Canada: Business as unusual

Case Study • WARC Awards for Effectiveness, Shortlisted, Business-to-Business, 2021

Crown corporation and credit agency Export Development Canada broadened its appeal to SMEs through the creation of its Business as Unusual platform to help businesses during Covid-19.

Maersk: Setting a new course for growth

Case Study • WARC Awards for Effectiveness, Grand Prix, Business-to-Business, 2021

Shipping giant Maersk used digital and TV executions to reposition itself as a complete end-to-end logistics and services provider to the C-Suite in Denmark.

Trelleborg: SmartPort

Case Study • WARC Awards for Effectiveness, Gold, Business-to-Business, 2021

Global engineering group Trelleborg repositioned itself from equipment manufacturer to smart technology solutions provider with the launch of its SmartPort brand, and drove change in the global marine market.

Ramboll: Happy Commuter

Case Study • WARC Awards for Effectiveness, Silver, Business-to-Business, 2021

Global engineering, architecture and consultancy company Ramboll created an air quality index, Happy Commuter, to build brand awareness among client and engineer audiences in Sweden.

Mantsinen x Neste: Zero Exclusion

Case Study • WARC Awards for Effectiveness, Bronze, Business-to-Business, 2021

Hydraulic material handling machine brand Mantsinen looked to art to frame the precision benefits of its 300 model for business decision makers in Finland.

Pharma’s forever home: The move toward purpose-driven branded houses

Article • Carl Turner and Kameron Block, WARC Exclusive, Spotlight US, May 2021

Examines the rise of pharmaceutical and biotechnology companies as purpose-driven corporate brands.

Syngenta: Turning Science into Storytelling with Virtual Reality

Case Study • SABRE Awards, Gold, North America, 2021

Syngenta, an agricultural science and technology provider, turned science into storytelling in the US with its virtual reality (VR) experience at the Golf Industry Show (GIS).

Genomatica: Breaking Out of the Chemical Trades to Become a Beacon of Sustainability

Case Study • SABRE Awards, Gold, North America, 2021

Genomatica, a biotechnology company, educated consumers in the USA about its innovative new sustainable material: bio-nylon intermediate.

Sojitz: Tuna Scope

Rankings • WARC Creative 100, 2021

Sojitz, a tuna farm in Japan, protected the supply of tuna by convincing the fishing industry to choose quality over quantity.

ROCKWOOL: The 7 Strengths of Stone – Test Series

Case Study • 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.

Rolls-Royce: Partnering India Towards Greener Skies and Cleaner Seas

Case Study • SABRE Awards, Gold, South Asia, 2020

Rolls-Royce India, an engineering company, strove to position itself as the right partner to build next-generation defence manufacturing capabilities locally.

ITC: Bhadrachalam – making of the Indian Paper Tigers

Case Study • SABRE Awards, Gold, South Asia, 2020

ITC, a multinational conglomerate company, aimed to support the socioeconomic transformation of the Bhadrachalam region in India by establishing a papermill that could generate livelihoods and replenish environmental resources.

ITC: WOW – Saving India from six Chandigarh-equivalent landfill sites

Case Study • SABRE Awards, Winner, Global, 2020

ITC Limited, a multinational conglomerate, reduced the amount of waste going to landfill in India by launching the Wellbeing out of Waste (WOW) initiative that spreads awareness about the need to address this problem.

China's millionaire livestreamer Viya sells an unconventional product – a rocket launch

Case Study • Jenny Chan, WARC Cases, ROI Festival, October 2020

A real-world and high-profile rocket sale was the antithesis of April Fool's Day marketing campaigns, and achieved the impossible when ExPace, a Chinese space rocket company based in Wuhan, gave itself a super task to sell the rights to launch a rocket on Taobao Live via Viya (薇娅).

Lenzing: Enabling the fashion world to “Feel So Right” with Tencel™ brand strategic communication campaign

Case Study • SABRE Awards, APAC, Global, Gold, 2020

Lenzing, the manufacturer of TENCEL™ branded fibres, globally launched its integrated communications campaign Feel So Right to close the sustainability knowledge gap and provide brands with 'ready-to-use' information for consumers.

Lenzing patches sustainability knowledge gap in fashion with Tencel™ brand “Feel So Right” Movement

Case Study • SABRE Awards, APAC, Superior Achievement in Measurement And Evaluation, Diamond, 2020

Lenzing, the manufacturer of TENCEL™ branded fibres, educated the fashion industry and consumers about sustainable raw materials, encouraged a change in customer behaviour and promoted TENCEL™ fibres among brands with its global campaign Feel So Right.

Infineon: Roboy Star of CIIE

Case Study • SABRE Awards, APAC, Trade Show, Gold, 2020

Infineon, a semiconductor manufacturer, promoted the brand by releasing its robot Infineon Roboy at the China International Import Expo (CIIE).

Innophys: Muscle Suits 'Every' - To help save the active backbone of Japan's industry

Case Study • SABRE Awards, APAC In2, 2020

Innophys, a robotics brand, developed its Muscle Suit 'EVERY', a back-support exoskeleton, to alleviate the back pain suffered by many elderly workers in Japan.

Sojitz Corporation: Tuna Scope

Case Study • SABRE Awards, APAC, Consumer Marketing (New Product), Gold, 2020

Sojitz Corporation, a trading company, encouraged better quality tuna in Japan by launching an AI system, TUNA SCOPE, which analysed the quality of tuna being caught.

Corning Gorilla Glass headlines India's biggest youth festival

Case Study • SABRE Awards, APAC, Technology: Hardware, Gold, 2020

Corning Gorilla Glass, a brand of chemically-strengthened glass, celebrated the brand and connected with a younger, technologically-savvy audience in India by organising a youth-focused technology summit.

The Hanwha Hack: The newsroom that turned confusion to cohesion

Case Study • SABRE Awards, APAC, Korea, Gold, 2020

Hanwha, a large conglomerate, revamped its online newsroom to show its employees and the public how it helps solve people’s problems and highlight what the company stands for to improve brand relationships in South Korea.

Novetex Textiles: The Billie System - Upcycling for a sustainable future

Case Study • SABRE Awards, APAC In2, 2020

Novetex, a textiles brand, launched an innovative upcycling factory called The Billie System in Hong Kong with its campaign The Billie System: Upcycling for a Sustainable Future.

Kiko Network/CAN-Japan: Connecting KIDS

Case Study • SABRE Awards, APAC In2, 2020

Kiko Network, a Japanese non-governmental organisation and member of the Climate Action Network, used its 20th anniversary as an opportunity to tackle climate change and inspire environmental organisations around the world to work together more closely.

Future proof strategies: User-centred innovation for the cement market

Research Paper • Gonzalo Roqué, Tomás L. Ortiz Ferrer and Juan Ignacio Urani, ESOMAR Conference papers, Latin America, 2020

Holcim, a Swiss-based global building materials and aggregates company, implemented a collaborative design strategy to find common patterns in user problems in Argentina and find immediate solutions.

Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
Email marketing sees performance boost during COVID-19

Data • Rob Clapp, WARC Data Points, May 2020

An overview of email marketing performance during the novel coronavirus (COVID-19) outbreak.
Global Marketing Index: A review of 2020

Article • WARC Data, January 2021

This article reviews the results of the Global Marketing Index across 2020.
Understanding the “Elements of Value” for business-to-business brands

Article • Mary Connors, Event Reports, ANA Masters of B2B Marketing, May 2019

Bain & Company, the consultancy, has established a pyramid of values that separate the top-performing business-to-business (B2B) operators from the competition.
Century 21: Relentless Moves

Case Study • Ellie Gogan-Tilstone, Matt Mullen, Annabelle Butler, WARC Awards, Bronze, Effective Content Strategy, 2020

Real-estate brand Century 21 used a content partnership with sports channel ESPN to recreate itself with a 'relentless' brand positioning, leading to business growth in a declining US market.
PwC study identifies purpose “gap” between companies, employees and consumers

Article • Geoffrey Precourt, Event Reports, ANA Masters of B2B Conference, October 2020

PwC, the consultancy, identified a purpose “gap” between the positioning adopted by companies and the views of employees and consumers.