Media & publishing

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Investigating Brand Verbal Fluency: When known brands do not come to mind

Research Paper • Raphaëlle Lambert-Pandraud, Gilles Laurent and Bernard Gourvennec, International Journal of Market Research, Vol. 60, No. 3, 2018, pp. 304-315

We define Brand Verbal Fluency as the ability of a consumer, when cued with a product category, to name the brands he or she knows in that category.

Why podcasts work

Article • Sam Peña-Taylor, WARC Exclusive, May 2018

Digital audio is an investment in a growing medium, whose personal voice and strong listener attachment creates a space for advertisers to effectively engage an educated and often affluent audience.

Mediacorp Pte Ltd: Letter to my son

Case Study • AME Awards, Finalist, 2018

Mediacorp, a group of commercial media companies, launched the Letter To My Son campaign in Singapore to raise awareness of dads' familial roles and encourage active fatherhood.

BBC Asian Network: 100% Asian. 100% British – How a simple insight changed a radio station

Case Study • Joe Smith, WARC Awards, Bronze, Effective Innovation, 2018

BBC, the British broadcaster, refreshed the identity of its Asian Network radio station in the UK to revive its relevance among the 18- to 34-year-old audience.

Global broadcasters warn of Brexit risk

News • 16 February 2018

LONDON: The UK’s decision to leave the European Union could jeopardise up to £1bn of annual investment from international broadcasters, a new report has warned.

BBC Radio 4: The Semiotics of modern intelligent content

Research Paper • MRS Awards, Winner, Virginia Valentine Award for Cultural Insights, 2017

BBC Radio 4, a British radio station, used qualitative research and semiotic analysis to identity problems with its output, which led to key changes.

BBC World Service: Beyond the hype - shaping a global podcasting strategy

Research Paper • MRS Awards, Finalist, International Research, 2017

BBC World Service English (WSE) gained insights into using podcasting to connect with younger digital audiences in various markets by using a multi-stage global methodology.

Radio is UK's most trusted medium

News • 22 November 2017

LONDON: 77% of Brits see radio as a trusted source of national news, with additional strengths in local news, at a time of declining trust in news media and diminishing resources for local journalism.

107.2 FM Radio Nasha launch

Case Study • Jigisha Chawla, Geetika Jatta, Ashish Batra and Sarabpreet Bedi, WARC Prize for Asian Strategy, Entrant, 2017

HT Media used a multichannel strategy to launch a new FM station, Radio Nasha, in Delhi.

BBC Asian Network: How cultural immersion inspired the sound of a new generation

Case Study • Clare Hutchinson, Account Planning Group - (UK), Silver, 2017

BBC Asian Network, a UK digital radio station, successfully increased its audience by re-positioning itself as a true representative of its evolving community.

Liva: #NoFilterNeha Campaign

Case Study • MMA Smarties, Gold, India and Finalist, APAC, 2017

Liva, a fashion brand, used its partnership with a Bollywood celebrity's new podcast show to increase sales and establish itself within the Indian fashion industry.

Pandora's tips for digital audio ads

News • 29 September 2017

NEW YORK: Brands seeking to generate “long clicks” with their digital-audio advertising should consider factors such as storytelling, solo voiceovers and using music, according to research from Pandora, the streaming platform.

Digital-audio advertising tips from Pandora

Article • Stephen Whiteside, Event Reports, 4A's Strategy Festival, September 2017

Pandora, the digital-audio streaming service, noticed a widespread failing among advertisers when it came to reaching users of its platform, and so conducted several studies aimed at establishing some best practices.

How Global's radio stations are using video

News • 18 August 2017

LONDON: Radio may be an audio medium but Global is successfully using video to increase both reach and revenue opportunities.

Aussie radio remains male dominated

News • 15 March 2017

MELBOURNE: As debate about diversity in the media and advertising continues in Australia, new research by Mumbrella has revealed that 73.9% of breakfast radio personalities across Australia's five biggest cities are male.

Studio Brussels: Break A Leg Dave

Case Study • Integrated Marketing Communications Council Europe, Silver, 2016

This case study describes how the Dutch-speaking Belgian radio station Studio Brussels capitalised on Dave Grohl's broken leg, an injury sustained in Gothenburg, cancelling the rest of the Foo Fighters' upcoming tour dates, including Rock Werchter, Belgium's biggest rock festival.

Suno FM: Twitter Radio

Case Study • Aneez Haiyoom, WARC Prize for Innovation, Entrant, 2016

This case study describes how Suno FM, one of seven Hindi radio stations in UAE, partnered with Twitter to stand out from its competition and increase its listenership.

Spin 1038: Sandstorm

Case Study • Integrated Marketing Communications Council Europe, Gold, 2015

This case study explores how Spin 1038, a local radio station in Dublin, created a campaign that embraced the station's changing demographic and engaged media buyers in a creative way.

BBC 1Xtra: Black is not the cause, it's the result

Case Study • Patrick Collins, MRS Awards, Winner, December 2015

This case study demonstrates how BBC 1Xtra, a digital radio station for 15-24-year olds, particularly from ethnic minorities, has found an audience-led strategy to maximise the potential of existing assets on air, online and with ongoing outreach.

Point of view: A new way to make ads

Article • Darika Ahrens, Admap, October 2015, pp. 15-15

This article discusses advertising in podcasts, where the lines between ad and programme content is sometimes blurred.

Açik Radyo: Music of the people

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Turkey's Acik Radio (Open Radio), increased its audience and funding in an atmosphere of escalating restriction.

Soundcloud and Serial: How advertisers can capitalize on the digital audio revolution

Article • Joseph Clift, Event Reports, Advertising Week Europe, March 2015

This event report looks at the marketing opportunities being thrown up by the growth of digital audio services, whether streaming or podcasting.

US music report

Article • Nielsen, January 2015

This report highlights trends in music consumption in the US for the year 2014.

BBC Music : Film - 'The Impossible Orchestra' (UK)

Gunn Report • Gunn Creative, 2015

Contains the film creative 'The Impossible Orchestra' for BBC Music by the agency Karmarama in United Kingdom.

Flamingo: We Reprezent

Case Study • MRS Awards, Finalist, December 2014

This article describes the person-centred research approach adopted by Reprezent, a community radio station in London, which wanted to improve its understanding of the disenfranchised young people it serves.

Context is key to improving campaign effectiveness

Article • Rebecca Burchnall and Andrew McLean, Admap Magazine, June 2018, pp. 25-27

Despite technology enabling campaigns to be more tightly targeted than ever, campaign effectiveness is falling and people don’t seem to be as enamoured with advertising as they used to be.
Rogue One: Everything but Rogue with Data

Case Study • Jack McLaren, Dan Radford, WARC Media Awards, Gold, Best Use of Data, 2017

Disney launched Rogue One, its second film in the Lucasfilms Star Wars franchise, using a data and technology infrastructure that enabled a personalised video and content experience across multiple platforms.
Mixing data and creativity at Netflix

Article • Stephen Whiteside, Event Reports, 4A's Strategy Festival, September 2017

Netflix’s unique blend of content savvy and technological expertise have helped the streaming platform rapidly build its subscriber base and content portfolio.
BT Sport: #GoalsRecreated

Case Study • Ed Cracknell, WARC Awards, Gold, Effective Social Strategy, 2017

This case study shows how BT Sports, a sports broadcaster, successfully kicked off its summer programming in the UK with a campaign that recreated famous football moments and asked fans to submit their own.
The Economist: Raising Eyebrows and Subscriptions

Case Study • Darren Burnett, Institute of Practitioners in Advertising, Gold, The Channon Prize for Best New Learning, IPA Effectiveness Awards, 2016

This case study shows how The Economist, an international news publication, used a targeted campaign to increase its reader base and sales.
BigPond - Why emotional differentiation wins

Case Study • Hristos Varouhas, Jamie Mackay and Kent Pearson, Account Planning Group Australia, Grand Prix, Creative Planning Awards, 2006

Despite significant marketing investment, prior to mid 2004 growth in the Australian broadband internet market had stalled at around 6% household penetration, well below that of similar OECD countries like UK, Canada and South Korea at the time.