Article
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WARC Best Practice, April 2019
The most current thinking and writing on qualitative theories and methods, the broad approach of seeking to understand the attitudes, motivations, and behaviours of consumers: the why and how of decision making.
Article
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WARC Best Practice, January 2019
This paper summarises knowledge and offers guidance and reading on ethnography, a research method where the researcher observes from the point of view of the subject of the study.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
The Movember Foundation, a charity that aims to tackle the biggest health issues faced by men, got men in New Zealand to talk about their mental health by creating an online survey, the Mensus, which gave them tailored messages to send to friends based on their answers.
Case Study
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Best Media Innovation, Best Use of Influencer Marketing for a brand, 2019
HDFC Life, a leading private insurance company in India, targeted the country’s largest demographic, an ever-prosperous youth market, to promote the importance of life insurance.
Case Study
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Best Media Innovation, Television, 2019
Samsung, a telecommunications brand, increased desirability among Indian consumers by partnering with news channel NDTV and replacing all their cameras with Samsung handsets, which were used to film its news programmes.
Case Study
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Best Media Research/Analytics, Best Media Research using Proprietary Data, 2019
Kissan, a ketchup, jam and squash brand, increased penetration among mothers in India by launching an online recipe timetable that promoted the use of Kissan products as ingredients.
Case Study
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MMA Smarties, Silver, X (Global), 2019
Abreva, a cold sore medicine brand, launched an optimised digital video campaign on YouTube to successfully increase purchase intent among younger consumers in North America.
Case Study
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MMA Smarties, Gold, North America, 2019
Mobile operator T-Mobile’s multichannel activation, spearheaded by a Super Bowl ad, launched its partnership with fast-food brand Taco Bell, as part of a customer reward programme in the US.
Case Study
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MMA Smarties, Bronze, North America, 2019
Toothpaste brand Sensodyne relaunched its website to become more mobile friendly and function as a hub for all activations and product launches, driving engagement and simplifying the path to purchase in the US.
Case Study
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MMA Smarties, Bronze, North America, 2019
The Ad Council used real-life disasters as the backdrop to an omnichannel digital strategy in partnership with influencer Jay Shetty, to support its Love Has No Labels (LHNL) campaign and promote inclusivity in the US.
Article
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Chris Barnham, International Journal of Market Research, Vol. 61, No. 5, 2019, pp. 478-491
The notion of "meaning" is central to marketing because it is only through the making of meaning that "added value" can be created.
Case Study
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SABRE Awards, LATAM, Platinum, 2019
Airfox, a blockchain financial services provider, launched a PR campaign and money management workshops in schools to create interest around its new mobile app in Brazil.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Virgin Atlantic, an airline brand, increased sales globally by encouraging customers and staff to wear a wire while on board, which tracked consumers' reactions to the experience and allowed Virgin to transform its services based on the results.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Bose, the audio equipment manufacturer, challenged the challenger and redefined sound quality in the UK and Western Europe where audio adequacy had become the norm.
Case Study
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Account Planning Group - (UK), Gold, 2019
Marmite, a salty spread brand, launched the Marmite Gene Project to reverse declining sales by bringing it back into the breakfast discussion in the UK.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Toyota, the automotive manufacturer, increased sales of its AYGO car in the UK with a campaign that created buzz around the launch of a new model.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Depaul UK, a charity that helps young homeless people, used context, story-telling and partnerships to reach young people in the UK.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Braun, a consumer products company, reframed the brand's essence globally to a suit a modern audience that favoured simplicity.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Volvo, the automotive company, turned an unloved salience driver into a cornerstone of brand building in its UK campaign.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Samaritans, a charity, Network Rail, a railway company, and The British Transport Police, a force that polices the railway, helped reduce the number of suicides committed on British railways by enlisting the public to intervene.
Case Study
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Account Planning Group - (UK), Entrant, 2019
The British Heart Foundation (BHF), a charity in the United Kingdom, increased regular and one-off donations with a TV campaign and poster for children drawing attention to the heart's effect on the circulatory system.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Center Parcs, a short-break holiday company, used "freedom" to bring UK families closer together and closer to the brand.
Case Study
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Account Planning Group - (UK), Entrant, 2019
The Senet Group, an independent, industry-funded body set up to promote responsible gambling standards, increased awareness of the slogan "When the fun stops, stop" to help gamblers put deeper consideration into their behaviour.
Case Study
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Account Planning Group - (UK), Entrant, 2019
The Truth Project, a project linked to the independent inquiry into child sexual abuse (CSA) in the UK, launched a campaign to challenge the stigma associated with CSA, resulting in over 13,000 survivors expressing interest.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Vodafone, the telco giant, launched the first youth mobile provider, VOXI, in the UK to surpass Vodafone's consideration among under 25s.
