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Les Binet outlines why "share of search" is a powerful, predictive marketing metric

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, January 2021

Research by Les Binet, the head of effectiveness at agency adam&eveDDB, demonstrates that a brand’s “share of search” within its category is a vital metric for marketers to consider.

British Gas: Creative Personalisation

Case Study • Grace Raymond, Daniel Glynn, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Leading British energy supplier British Gas used personalised video to deliver targeted messages with the objective of driving brand awareness as measured by view through rate, click through rate and viewability.

Harnessing opportunity: Which businesses worked hardest to meet customer needs during the coronavirus pandemic?

Article • Manfred Abraham, WARC Exclusive, November, 2020

A ranking of brands by customer experience during COVID-19.

China Petroleum & Chemical Corporation (SINOPEC): Creating social value through innovation and communications

Case Study • SABRE Awards, APAC, Energy And Natural Resources, Gold, 2020

SINOPEC, an energy and chemical brand, expanded its operations in China to alleviate facemask shortages.

Hanwha Group: Solar Boat - Clean Up Mekong

Case Study • SABRE Awards, APAC, Company of The Year, Diamond, 2020

Hanwha, a business conglomerate, embarked on a mission to reduce water pollution and promote behaviour change among local people by raising awareness, both of pollution and of the brand, in Vietnam.

Pan American Energy: Scientific Vocations

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2020

Pan American Energy, a multi-source energy company, launched a program to encourage young people to take up scientific vocations in Argentina through specially-created activities and content.

Brazilian Petroleum and Gas Institute: #EnergiaParaSuperar

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2020

IPB, a Brazilian Petroleum and Gas Institute, promoted its actions in keeping Brazil supplied during the COVID-19 pandemic by launching a digital campaign that featured testimonial videos from its employees.

Share of search can predict market share

News • 14 October 2020

A brand’s share of search can help predict its market share levels several months in advance, thus helping marketers to adapt strategies in truly impactful ways as necessary.

Smart Energy GB: Getting to yes – How we got more people to say “yes” to a smart meter

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Smart Energy GB, a national campaign for the smart meter rollout in the UK, created a series of TV ads featuring cartoon characters who informed consumers about why switching to a smart metre was the best option.

Ovo Energy: Boost Winter Wallet

Case Study • Marketing Society, The Brave Awards, Winner, Enhancing the Customer Experience, 2020

Boost, an energy provider, encouraged customer retention in the UK by creating the Winter Wallet, which helped financially-struggling consumers save money for winter when their bills increased.

Equinor: How Equinor will face the climate challenges

Case Study • SABRE Awards, In2 EMEA, Best Content Creation for Media Sites (Paid), Gold, 2020

Equinor, a Petroleum refining company, built a podcast series that educated the Norwegian public on climate change to engage young people.

The Abu Dhabi National Oil Company (ADNOC): Oil & Gas 4.0 – Strengthening ADNOC’s corporate reputation as the National Oil Company of the Future

Case Study • SABRE Awards, Diamond, EMEA, 2020

The Abu Dhabi National Oil Company (ADNOC), embarked on a full-scale business transformation journey in 2017 to ensure it thrives in the fast-evolving energy landscape in Abu Dhabi.

Abu Dhabi National Oil Company: Executive Communications

Case Study • SABRE Awards, Gold, EMEA, 2020

The Abu Dhabi National Oil Company (ADNOC), launched a campaign that positioned its leader as a pioneer by securing keynote slots and media profile pieces for him.

US, Energy & water suppliers Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, May 2020

An overview of advertising as a percentage of sales in the energy & water suppliers sector in the United States since 2009.

Kingo Energy: Affordable Solar Energy on Demand

Rankings • WARC Effective 100, 2020

Kingo, an innovation energy company, created a prepaid energy service that enabled rural communities in Guatemala and Colombia to access clean and affordable power.

YPF: The promotion of a change

Rankings • WARC Effective 100, 2020

Argentinian energy company YPF successfully changed its communications by switching to sustainable sources of energy.

YPF: The promotion of a change

Case Study • WARC Cases, 2018

Argentinian energy company YPF successfully communicated its transition to more sustainable practices through a promotion that offered an unusual reward.

Gasco: On Time Forecast

Case Study • ANA, Bronze, ANA International ECHO Awards, 2020

Gasco, a Chilean gas company, increased orders and customer satisfaction in Chile by creating an app that used sent warningsto customers ahead of bad weather and reminded them not to run out of gas.

Hydro-Québec: ElectrON Expedition

Case Study • Touché!, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Utility company Hydro-Québec used a content strategy in Canada to build a sense of pride among millennials and increase engagement among its employees.

Miami International Airport / Florida Power & Light Services: FlyGreen MIA Energy Efficiency Initiative

Case Study • MMA Smarties, Bronze, X (Global), 2019

Ahead of its efforts to create a more energy-efficient airport, Miami International Airport (MIA) developed a campaign that increased awareness for its eco-friendly project while informing and driving US users to become more energy efficient themselves.

Enel: Energy Connects Us

Case Study • SABRE Awards, LATAM, Diamond, 2019

Enel Green Power, an energy-generating company, increased favourability in Mexico by constructing solar and wind farms to educate and engage key opinion leaders.

AMDEE: OAXACA AMDEE FUND

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2019

The Mexican Association of Wind Energy (AMDEE), a company that promotes the generation and development of wind energy in Mexico, improved its perception among Mexicans by launching a series of initiatives that helped people prepare for and deal with natural disasters.

Permanent Health Education Program for Nursing Services

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2019

Pan American Energy, an oil and gas exploration and production company, encouraged the training of nurses in Argentina by launching an education program for nursing services.

The Campaign for a Smarter Britain: The toughest job in advertising just got tougher

Case Study • APG (UK), Entrant, 2019

Smart Energy GB, a UK government-backed campaign to roll out smart meters across the UK, launched a campaign featuring human stories and saw an increase in the number of people who would seek or accept a smart meter.

Geneco: Power The Change

Case Study • Elissa Wong , WARC Prize for Asian Strategy, Entrant, 2019

Singaporean energy company Geneco ran a digital and OOH campaign to attract customers in Singapore's emerging energy market.

Les Binet outlines why "share of search" is a powerful, predictive marketing metric

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, January 2021

Research by Les Binet, the head of effectiveness at agency adam&eveDDB, demonstrates that a brand’s “share of search” within its category is a vital metric for marketers to consider.
Changing channels in B2B: Shifting strategies in tech and telco markets

Article • WARC Exclusive, February 2021

An analysis of B2B marketing within the technology and telecoms sectors, in association with Spotify.
Vodafone Egypt: How to make small seem big

Case Study • Jay Chiat Strategic Excellence Awards, Grand Prix, October 2013, pp. 0-0

This case study describes a campaign in Egypt by Vodafone, the mobile telecommunications company, to promote micro credit recharge cards in a way that built on local culture.
2020 MENA Strategy Report: Insights from the WARC Prize for MENA Strategy

Article • WARC Exclusive, September 2020

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2020 WARC Prize for MENA Strategy.
Global Ad Trends: Product category ad investment 2020

Data • James McDonald, WARC Data, October 2019

This report summarises the latest research from WARC's Data platform, with a focus on new advertising investment forecasts by product category, which are exclusive to WARC Data clients. Key findings include:
What's working in telecoms and ISPs

Article • WARC Category Intelligence, March 2018, pp. 0-0

Global strategies, campaign updates and trends in the telecoms and ISPs category.