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Behind the Effective 100 Rankings: Saregama’s Sweet Sound of Success in India

Rankings • Kawal Shoor, Rankings Articles, March 2019

India’s oldest music label Saregama ranks at number one on the Effective 100 rankings with its retro music box aimed at an older generation of music fans.

Carvaan: Let's make viral products instead!

Rankings • WARC Effective 100, 2019

Saregama, an Indian music company, reaped the rewards of targeting over-50s by launching a new radio product that rediscovered treasured hits and increased revenue from its back catalogue of music.

Joburg Ballet: Breaking Ballet

Rankings • WARC Creative 100, 2019

Joburg Ballet, a professional ballet company, increased ticket sales in South Africa by transforming consumer trends into new ballet performances.

Downtown Records: Live Looper

Rankings • WARC Creative 100, 2019

Downtown Records, a record company for Irish band The Academic, promoted the group’s new single by taking advantage of the delay that occurs when users stream Facebook Live.

The Grammy Awards: Play the City

Rankings • WARC Creative 100, 2019

In the US, an AI- and AR-powered campaign marked the return of the Grammys to New York, the awards event recognising the music industry’s best achievements.

Asian youth in 2019: K-Pop, wellness, sustainability and Bollywood goes to China

Article • Kunal Sinha, Admap, December 2018

Explores some of the manifestations of Asian millennials' influence and what they could mean for marketers in 2019.

Island Records: Fall Out Boy Story Mode

Case Study • MMA Smarties, Silver, North America, 2018

Fall Out Boy, an American rock band, partnered with video game Asphalt 8 to extend their audiences via an immersive branded story mobile game.

Carvaan: Why not an innovation for the old?

Case Study • Kawal Shoor, Navin Talreja, Heval Patel, WARC Prize for Asian Strategy, Grand Prix and Category Disruptor Special Award, 2018

Saregama, a music company in India, created a new product to monetise its music archive and appeal to older people.

AuktYon Band: AuktYon On The Sun

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

AuktYon, a Russian rock band, attracted new fans in Russia by releasing a mobile app before its album release that offered a unique album preview and concert dates.

Sony underlines new direction with EMI purchase

News • 23 May 2018

TOKYO: Following Sony’s seven-fold increase in profits year on year, the Japanese consumer electronics giant has signalled a new direction with its acquisition of EMI Music Publishing.

Sony Music Entertainment: Carlos Vives - Call me campaign

Case Study • AME Awards, Bronze, 2018

Sony Music Latin, a Latin music record label, launched the Carlos Vives Call me campaign in the US to bring Carlos Vives to fans and promote his new single.

Vanilla Skype: The first theatre play with an audience casting

Case Study • MIXX Awards, Bronze, Social Media, 2018

Vanilla Skype, a Romanian experimentalist play, held an online casting call for its audience in order to encourage ticket purchases for its ten performances in Romania.

Lithuanian Festivals Association: A public initiative 'Freedom to Rock'n'Roll'

Case Study • SABRE Awards, Gold Sabre Award For The Baltic, EMEA, 2018

Lithuanian Festivals Association, a group representing festival-goers and organisers, launched the Freedom to Rock'n'Roll initiative in Lithuania to counter new legislation forbidding alcohol sale at mass events.

Electric Castle: Unofficial Partners

Case Study • MIXX Awards, Gold, Social Media, 2018

Electric Castle, a music festival in Europe, launched Unofficial Partners, a guerrilla campaign in Romania to encourage companies to allow employees the Monday off work following the weekend festival.

Rouge: New Era Sessions

Case Study • SABRE Awards, Gold, Southern Africa, Africa, 2018

Instinctif Partners, an international business communications consultancy, launched a campaign in South Africa to shape a new narrative around female MCs.

A brief history of selling guitars

Opinion • Tom Dougherty, May 2018

Iconic guitar maker Gibson went bust last week. Here, Tom Dougherty of S tealing Share looks at the science of guitar branding.

Broadway's branding challenges

News • 03 May 2018

NEW YORK: Marketers on Broadway face numerous obstacles in promoting new shows, and their challenges are informative for any brand with an interest in providing big-ticket experiences.

Digital underpins Indian music industry growth

News • 23 April 2018

NEW DELHI: Music streaming contributed 27% growth to the Indian music industry last year, which saw overall revenues increase from Rs 570.7 crore (US$85.78m) in 2016 to Rs 725.6 crore in 2017.

Raising the curtain on Broadway’s brand strategies

Article • Stephen Whiteside, Event Reports, BRITE 2018, March 2018

Marketers that promote Broadway shows face particular challenges as they seek to attract consumers and drive ticket sales.

Carvaan: How about creating viral products instead?

Case Study • Kawal Shoor, Navin Talreja, Heval Patel, WARC Awards, Silver, Effective Innovation, and Category Innovation Special Award, 2018

Saregama, an Indian music company, launched a new radio product targeting the over 50s in order to increase revenue from its back catalogue of music.

Sadler's Wells

Case Study • Design Business Association, Silver, 2018

Sadler’s Wells, the UK dance theatre in London, merged its brand with its content in advertising to increase sales and membership in the UK.

Bergen International Festival rebrand

Case Study • Design Business Association, Bronze, 2018

The Bergen International Festival, a Nordic classical and avant-garde music and theatre festival, combined agility with consistent identity to increase ticket sales.

The Lights Out and Aeronaut Brewing Co.: T.R.I.P. Through The Multiverse

Case Study • SABRE Awards, Best In Audio: Podcasts + Music, In2, 2018

Aeronaut, a brewery, launched a campaign with The Lights Out, a music and light band, to lift the band's online presence and increase beer sales in the US.

Gorillaz Humanz album: 'Official Gorillaz App' (UK)

Rankings • WARC Creative 100, 2018

Contains the creative for the 'Official Gorillaz App' campaign for Gorillaz Humanz album by the agency B-Reel in the UK.

Royal National Theatre: Sit in the Chair!

Case Study • Direct Marketing Association - UK, Bronze, 2017

Royal National Theatre, a publicly funded performing arts venue in the UK, attracted young ethnic minority audiences to its theatre by introducing a new play and using targeted door-to-door and OOH campaigns to reach them.

What we know about Super Bowl advertising

Article • WARC Best Practice, January 2019

The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.
Toys and games global industry overview

Article • Euromonitor Strategy Briefings, June 2018

Provides an overview of the global toys and games industry, examining the global outlook, leading companies and brands and top five trends shaping the industry.
Barbie: Imagine the Possibilities

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Mattel, a toy manufacturer, changed the perception of Barbie among millennial mothers to something their children could be inspired by with its Imagine the Possibilities film and introduction of Tall, Curvy and Petite Barbies in the US.
How to plan an effective sports sponsorship strategy

Article • Neil Hopkins, WARC Best Practice, March 2018

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.
What we know about marketing at major sporting events

Article • WARC Best Practice, January 2018

The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.
Barbie: Imagine The Possibilities

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2017

This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.