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Case Study • ARF Ogilvy Awards (US), Bronze, 2021

UnitedHealthcare, a healthcare company, launched a campaign in America to make the brand stand out from the competition to attract more Medicare shoppers.

Relate: Let's Talk The Joys of Later Life Sex

Case Study • DMA (UK), Gold, 2021

Relate, a relationship charity, encouraged older people in the UK to talk openly about sex and intimacy.

Barclays: Trust Anchor – Driving digital adoption amongst the ultimate resistors

Case Study • DMA (UK), Bronze, 2021

Barclays UK, a banking brand, encouraged older customers to use its banking app in the UK by using creative imagery to show that face identification is a secure way to access their online banking.

Infinitum community – An empathetic engagement with the 50+ generation: Being creative to engage with the senior target

Research Paper • Juliana Acquarone; Monica Fernandes, ESOMAR Conference papers, 2021

Plenitud, an incontinence product brand, connected with women over the age of 40 in Brazil by listening to their experiences.

Triple-S Advantage: Robbie keeping families connected

Case Study • Gabriela Bonilla, Monica Taveras, Jaime Rosado, WARC Media Awards, Silver, Effective Use of Tech, 2021

Health insurance company Triple-S Salud used advanced robotic technology to develop a stronger emotional bond with its clients in Puerto Rico.

HomeEquity Bank: Catch the scam

Case Study • AME Awards, Gold, 2021

HomeEquity Bank, a banking brand, launched a series of fraud prevention masterclasses to protect its clients in North America from scam artists during the COVID-19 pandemic.

Half of US podcast listeners are light listeners

Data • Rob Clapp, WARC Data Points (Curated), November 2021

An overview of podcast audiences in the United States.

Itaú: Retirement delivery

Case Study • WARC Cases, November 2021

Itaú, a financial services company, created a revolutionary pension system in Argentina during the coronavirus pandemic to help retirees get their pensions at home rather than waiting in line at the bank.

Una Vida Por Dakota: Narradores de historias

Case Study • SABRE Awards, LATAM, Gold, 2021

One Life For Dakota, an institution that promotes preventative culture and access to vaccinations, launched a campaign in Peru to raise awareness of pneumonia and its complications and promote immunization in people over 60 years old.

M&C Saatchi Open House: From closed shop to open house

Case Study • APG (UK), Entrant, 2021

M&C Saatchi, an international communications network, launched a campaign in London to transform how it presented itself and to attract new talent.

Amazon Prime Video outperforms among older audiences

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of subscription video-on-demand (SVOD) audiences aged 55+.

Maeil Dairies: Selex (Great reversal drama)

Case Study • YouTube Works for Brands, Korea, Best brand launch campaign, 2020

Maeil Dairy, a dairy products brand, promoted its high-protein product Selex in Korea with a film reminiscent of TV drama.

Gaming gives retailers another chance – but they need to act on it

Opinion • Simon Hathaway, September 2021

Outform’s Simon Hathaway shares some of the findings and implications from a recent study into gaming, gamers’ habits, and what it means for brands.

TENA: Our bodies change, but why should we?

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

TENA, a brand of products for adults with incontinence, improved its brand image by tackling the stigma of bladder weakness and celebrating those who refuse to be defined by society's perceptions of ageing in the UK and Italy.

Gen Z spend more time gaming than using social media

Data • Rob Clapp, WARC Data Points (Curated), August 2021

An overview of media consumption among age groups.

The power of inclusive portrayal in advertising

Article • Kantar & Affectiva, WARC Best Practice, August 2021

Inspires and shows different ways of getting inclusive portrayal right - a marketing imperative.

Cadbury and Age UK: The Originals

Case Study • SABRE Awards, EMEA, Gold, 2021

Cadbury, a confectionery brand, partnered with Age UK, a charity, to combat loneliness among elderly people in the UK with the campaign The Originals.

Millennials most engaged with Olympics sponsorship

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), July 2021

An overview of engagement with sports sponsorship among Olympic fans.

Five media trends that got the industry talking at Cannes Lions 2021

Opinion • Alex Brownsell, June 2021

Gaming, data ethics and ‘augmented connectedness’ were among the themes being discussed by Media Lions judges.

HomeEquity Bank: HomeEquity Bank Rebrand

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

HomeEquity Bank (HEB), a bank, launched a campaign in Canada to increase brand awareness and challenge outdated perceptions about seniors to promote its reverse mortgage solution.

LeafFilter: Growing through COVID

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

LeafFilter, a company offering gutter protection systems, launched a campaign in the USA to achieve aggressive sales growth through national television.

UnitedHealthcare: Take Advantage

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

UnitedHealthcare, the healthcare and insurance company, stood out in a crowded industry by making older customers feel better about themselves in the US.

L'Oréal: The Non-Issue

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

L'Oréal Paris, a makeup brand, collaborated with Vogue to release a special edition of the magazine in the UK called The Non-Issue which celebrated older women's worth.

HomeEquity Bank: #PauseToRemember

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

HomeEquity Bank, a Canadian banking institution, created a campaign that encouraged leading video game players to have a virtual ceasefire in respect of Canadian war Veterans on Remembrance Day.

Healthcare Consortium: #StopMedicalDistancing

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Healthcare Consortium – an alliance of healthcare providers – encouraged people to keep up with their preventative healthcare visits during COVID-19 in the USA.

Strategy Toolkit module 5: Generating insight

Article • Strategy Toolkit, March 2021

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.
What's working in sponsorship and partnerships

Article • WARC Category Intelligence, February 2021

Global strategies, campaign updates and trends in sponsorship and partnerships.
The power of inclusive portrayal in advertising

Article • Kantar & Affectiva, WARC Best Practice, August 2021

Inspires and shows different ways of getting inclusive portrayal right - a marketing imperative.
What we know about marketing to seniors

Article • WARC Best Practice, December 2020

Explains how to effectively market to seniors, as many now feel disengaged and misunderstood, and highlights the importance of looking at older people through a different lens, enabling more compelling, and lucrative approaches.
How to better reach and resonate with baby boomers online

Article • Sarah Dawley , WARC Best Practice, February, 2021

This article incorporates findings from Hootsuite’s Social Trends 2021 report (a survey of 11,189 marketers), as well as Hootsuite and We Are Social’s Digital 2021 report (a global look at emerging digital behaviors with data from over 220 countries and territories).
Four themes for the grocery market in 2021

Article • Brian Carruthers, Event Reports, Kantar Talks Webinar, September 2020

This article addresses the themes, identified by Kantar, that will be driving the fast-moving consumer goods market in the year ahead.