News
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15 August 2019
WeSing, Tencent Music Entertainment Group’s free karaoke application, is pursuing expansion in Southeast Asian markets as growth in its home market of China slows.
Case Study
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MIXX Awards, Silver, Native Advertising, 2019
Akbank, a bank, created a location-based experience for jazz lovers to celebrate the 28th anniversary of its jazz festival in Turkey.
Research Paper
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Fred Bronner and Robert de Hoog, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 430-446
Consumer behavior recently underwent three main developments: a shift from material purchases to immaterial experiences, a shift from signaling status and wealth by means of consumer behavior to signaling identity, and increased social visibility due to the growing importance of social media.
Article
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WARC Exclusive, WARC at Cannes Lions 2019
In this talk, hosted by WARC at Cannes Lions 2019, Kawal Shoor and Navin Talreja discuss how innovation helped them create an award-winning product and campaign that transcended modern trends.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
The Recording Academy, a music recording company, promoted the GRAMMYs in the US by launching a film that showed the roots of 7-time GRAMMY award winner Kendrick Lamar, with the message that greatness can come from anywhere.
Case Study
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SABRE Awards, EMEA, Institutional Image, Gold, 2019
The Royal Danish Theatre used former Dancing with the Stars judge Nikolaj Hübbe to spearhead a campaign raising public appreciation of its Royal Ballet company in Denmark.
Case Study
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Tahaab Rais, WARC Awards, Entrant, Effective Content Strategy, 2019
Independent band Mashrou' Leila used a social media-driven campaign to launch its new album in Lebanon and gain more international exposure.
Rankings
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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.
Rankings
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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.
Rankings
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WARC Creative 100, 2019
Joburg Ballet, a professional ballet company, increased ticket sales in South Africa by transforming consumer trends into new ballet performances.
Rankings
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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.
Rankings
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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.
Article
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Kunal Sinha, Admap, December 2018
Explores some of the manifestations of Asian millennials' influence and what they could mean for marketers in 2019.
Case Study
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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.
Case Study
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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.
Case Study
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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.
Case Study
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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.
Case Study
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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.
Case Study
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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.
News
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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.
Case Study
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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.
Case Study
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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.
Opinion
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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.
News
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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.
News
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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.
