Consumer attitudes

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The way we live now: Exploring cruise control

How brands can capitalise on consumers' growing desire for control in all aspects of their life.

Better for you packaged food in the US

Article • Euromonitor Strategy Briefings, June 2018

A category analysis of better for you (BFY) packaged food in the US, which includes company profiles, an overview of health and wellness in the US, key trends and category forecasts.

What we know about Health and Wellness Marketing

Article • WARC Best Practice, March 2018

Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.

Using technology to drive behavioural change in healthcare

Article • D'Arcy King, WARC Best Practice, February 2018

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.

Nicorette: Quit Buddy

Case Study • Chung Ru Zen, Chan Su Ling, Nicole Fincato, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Nicorette, the market leader in the smoking cessation product category in Malaysia, produced the Nicorette Quit Buddy, which not only helped smokers kick the habit but also turned around declining sales.

First Ukrainian International Bank (FUIB): An effective full media mix based on machine-learning technologies

Case Study • Ruslan Gutnikov, WARC Media Awards, Shortlisted, Best Use of Data, 2018

FUIB, one of Ukraine's top 10 banks, used machine-learning techniques to create a successful media planning model for its advertising campaign.

IHOP: A data-fueled solution that rises to the occasion

Case Study • Natalie Pidding, WARC Media Awards, Shortlisted, Best Use of Data, 2018

IHOP, the restaurant chain, used audience targeting to increase visits and sales in the US.

Prasoon Joshi on the future of advertising

Article • Anna Hamill, Event Reports, Spikes Asia, September 2018

Prasoon Joshi, Chairman and Co-Creative Officer of McCann Worldgroup India, is optimistic that the tech revolution on the subcontinent will bring positive change to the advertising industry.

Marketers miss a trick by not keeping up with consumers' passions

News • 09 November 2018

Brits are spending more than ever on what excites them, but marketers are failing to follow the trend, a new study shows.

Health and wellness in Asia spells opportunity for brands

News • 08 November 2018

A combination of ageing societies, more lifestyle diseases and a growing middle class is driving consumer interest in health and wellness in Asia-Pacific – presenting new opportunities for healthcare brands – a new study has revealed.

Cigna shifts focus from 'sick care' to 'well care'

News • 07 November 2018

Cigna, the health insurance service company, has generated strong brand benefits and driven positive behaviour change among consumers through focusing on well care rather than sick care.

Age checks for China's online gamers

News • 06 November 2018

In a move that is likely to have big ramifications for China’s booming gaming industry, Tencent has announced it will require all players to identify themselves so their ages can be checked against police databases.

Ariel: How clean won over flower power

Case Study • Hesperus Mak, WARC Prize for Asian Strategy, Entrant, 2018

Laundry detergent brand Ariel used a 360 campaign in the Philippines to successfully break the spell of fragrance, which had become the new normal in a category about clean.

Chang Beer: Crafting a centuries-old tradition to bring modern Thailand to life

Case Study • Coon Atiwat, James Honda-Pinder, Mark Hadfield, WARC Prize for Asian Strategy, Entrant, 2018

Thai alcoholic beverage company Chang Beer caused a perception shift by re-branding with a focus on Thai craft quality.

Republic TV Launch: Taking India’s news genre by storm

Case Study • Preeti Mascarenhas, Ravishankar Subramanian, WARC Prize for Asian Strategy, Entrant, 2018

Indian news outlet Republic TV launched a news show centred on celebrity newscaster Arnab Goswami with the aim of becoming the leading English news channel within four weeks of launch.

Cigna Hong Kong: Health insurance as it should be

Case Study • Jaslin Goh, WARC Prize for Asian Strategy, Entrant, 2018

Health insurance provider Cigna used an integrated channel strategy to shake up the market and relaunch itself as the insurer with a difference in Hong Kong.

One Park Avenue: Turning around a legacy brand for business leadership

Case Study • Ankita Srivastava, Dhaval Masrani, Raja Chakraborty, WARC Prize for Asian Strategy, Entrant, 2018

Male personal care brand Park Avenue took a fresh approach to its advertising to target India's new-age men.

Iodex Balm: Thodi Himmat Thoda Iodex

Case Study • Sana Ghai, WARC Prize for Asian Strategy, Entrant, 2018

Iodex, a pain relief brand, repositioned itself to appeal to modern Indian women through a TV ad.

Marina Bay Sands: Come Alive at Marina Bay Sands

Case Study • James Honda-Pinder, WARC Prize for Asian Strategy, Entrant, 2018

Marina Bay Sands, a hotel and leisure resort in Singapore, used an integrated campaign across Asia under a new brand platform to increase visits and revenue.

Tata Super Ace: Drive Your Own Life

Case Study • Soumitra Pal, WARC Prize for Asian Strategy, Entrant, 2018

Automobile manufacturer Tata Motors ran an integrated campaign to increase brand awareness and consideration for its Super Ace as a versatile mini-truck in the markets of Vietnam and the Philippines.

Pitchers: The Pitchers app

Case Study • Prutha Loniker, Suraj Iyer, WARC Prize for Asian Strategy, Entrant, 2018

Alcoholic beverage brand Kingfisher launched a nightlife planning app to target young consumers in India and increase footfall at its partner outlets.

Amazon.in: Ab Sehen Kyun Karna – Why put up with it any more?

Case Study • Leo Burnett, WARC Prize for Asian Strategy, Entrant, 2018

Amazon, the online marketplace, increased sales during a sale promotion period in India by repositioning the concept of a 'sale' to something prudent.

McDonald's: Shia is everywhere

Case Study • Paloma Ho, WARC Prize for Asian Strategy, Entrant, 2018

Fast-food outlet McDonald’s used an influencer-led social media campaign to launch and drive sales of a limited-edition shrimp burger in Taiwan.

Bajaj Nomarks: The real marks specialist

Case Study • Karina Sudarsan, Siraj Cotecha, WARC Prize for Asian Strategy, Entrant, 2018

Indian anti-marks cream Bajaj Nomarks used an unconventional skincare ad campaign to drive sales and increase market share.

Rejoice: am/pm

Case Study • Anand Saluja, Arindam Bhattacharyya, WARC Prize for Asian Strategy, Entrant, 2018

Shampoo brand Rejoice used custom elevator posters and LCD screens to appeal to millennial women and regain market share in China.

Snickers: #HUNGEREPLY

Case Study • Kaori Yatsu, WARC Prize for Asian Strategy, Entrant, 2018

Chocolate bar Snickers used its packaging as a social media tool in partnership with a messaging app, to turn around a decline in sales of its single-bar product in Japan.

Consumer health global industry overview

Article • Euromonitor Strategy Briefings, January 2018

Provides a top-line industry overview of the consumer health marketplace by examining the performance of consumer health categories comparatively against other consumer industries and across regions and markets.
Using technology to drive behavioural change in healthcare

Article • D'Arcy King, WARC Best Practice, February 2018

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.
The Future 100: Trends and change to watch in 2018

Article • J. Walter Thompson Intelligence, Research on WARC, December 2017

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.
Inside the “Free From” food movement: Driving growth in the health and wellness space

Article • Euromonitor Strategy Briefings, September 2017

An overview of the 'Free From' food movement shows what products are popular in the category, provides global market insight and how key players are responding.
Millennial myths and realities

Article • Bobby Duffy, Hannah Shrimpton and Michael Clemence, Research on WARC, Ipsos MORI, July 2017

This article looks into who millennials really are and how their characteristics, attitudes and behaviours are often misinterpreted and simplified.
How to market effectively to Millennials

Article • Ola Mobolade, WARC Best Practice, May 2016

This article offers best practice advice about how marketers can engage and impress the elusive Millennial demographic.