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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.

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.

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.

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.

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.

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)

Gunn Report • Gunn Creative, 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.

Royal National Theatre: Think like a retailer

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

Royal National Theatre, a publicly funded performing arts venue in the UK, used OOH, digital and search behaviour to secure the future of its theatre and better engage with its consumers.

Creature of London: Creature's Adventures Underground – Spending our own money (for a change)

Case Study • Andrew Gibson, Account Planning Group - (UK), 2017

Creature of London, an advertising agency, transformed its brand from a creative agency to a creative company with 'Alice's Adventures Underground', in the UK.

Festival Republic: Reading & Leeds Festival 2017

Case Study • MMA Smarties, Bronze, Mobile Native, 2017

This case study looks at how Festival Republic, a festival company, used mini-games and music to drive traffic to the ticketing site and excite 16-25 year olds in the UK.

Teatreneu: Pay Per Laugh

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

This case study explains how Teatreneu, a comedy theatre in Barcelona, Spain, introduced a 'pay per laugh' system to increase revenue.

Bergen International Festival brand campaign 2013-2016

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

This case study shows how the Bergen International Festival (FiB), a Norwegian music and theatre festival, reengaged with its audience by rebranding itself.

Jaipur Literature Festival 2016

Case Study • Pierre Fitter, Nainaa Srivastava, WARC Awards, Entrant, Effective Content Strategy, 2017

This case study describes how the Jaipur Literature Festival used online and social channels to bring the Indian festival to a digital audience.

Abaim: When the ravann makes its way to the notation system

Case Study • SABRE Awards, Gold, EMEA, Educational Cultural Institutions, 2017

Abaim, an NGO, used events, PR and social media to promote the traditional Mauritian musical instrument the ravann, and its new notation system, in Mauritius and around the world.

Mawazine Music Festival

Case Study • SABRE Awards, Gold, Africa, Digital campaign and Northern Africa, 2017

Mawazine, a music festival in Rabat, Morocco, was able to reverse its negative image and receive international recognition by changing the way it promoted itself.

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.
Imagine the Possibilities: How Barbie went from 11.5 inches of perfection to a global symbol of potential

Case Study • Account Planning Group (UK), Grand Prix, 2017

Barbie, a children's doll brand, reversed years of global sales' decline by using a multiplatform campaign paired with a new product launch.
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.
Art Institute Of Chicago: Van Gogh's Bedrooms: Let Yourself In

Case Study • Cannes Creative Lions, Grand Prix, Creative Effectiveness Lions, 2017

This case study shows how the Art Institute of Chicago (AIC), a museum in the US, successfully launched its new exhibition and increased brand awareness by inviting people to step into a life-size replica of a painting.
The sports media of 'now': how fans will experience the 2018 FIFA World Cup

Article • Brian Carruthers, Event Reports, Advertising Week Europe, March 2017

This article describes how Copa90, the football website, is preparing for the new media landscape that waits for the 2018 World Cup Finals in Russia.