Article
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WARC Best Practice, June 2020
The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.
Article
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WARC Best Practice, January 2020
This article provides advice about how marketers can improve brand perceptions and preference, and drive sales during popular events or cultural festivities such as Christmas or the Super Bowl.
Case Study
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Fiona Huang, WARC Prize for Asian Strategy, Shortlisted, 2020
Scoot, the low-cost airline, championed its signature yellow brand colour and its fun, sassy spirit to build brand visibility and preference in Singapore.
Case Study
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My Troedsson, WARC Prize for Asian Strategy, Shortlisted, 2020
Skincare brand SK-II launched a mini-documentary on social media to boost brand awareness among its target audience in China and spark real social change.
News
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15/09/2020
With the gradual reopening of the economy post lockdown, advertisers from FMCG, e-commerce, automobiles and online education sectors are back on TV channels, recording higher ad volumes, according to Broadcast Audience Research Council (BARC) CEO ...
Article
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Mukta Lad, WARC Exclusive, September 2020
A Powered by Nine webinar shed light on what Christmas 2020 means for brands, advertisers and consumers in Australia.
News
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09/09/2020
US retailers, facing the prospect of a Christmas like no other, are already making plans for a marketing strategy shakeup forced on them by the COVID-19 pandemic.
Opinion
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Rob Clapp, September 2020
This month: what this year’s festive holiday season holds, the state of TikTok as its ban approaches and how YouTube is moving to the TV screen.
Opinion
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Faris Yakob, September 2020
Advertisers and their agencies preparing for Christmas are invoking a mix of memory and imagination, writes Faris Yakob.
News
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31/08/2020
As India eases out of lockdown restrictions, with its festive season kicking off, non-essential goods brands are ramping up efforts to entice shoppers.
News
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28/08/2020
A blockbuster ad in the biggest advertising date in the United States is likely to remain eye-wateringly expensive in 2021 as buyers seek assurances of freedom to walk should COVID disrupt.
News
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27/08/2020
Much hope is being placed on this year’s festive season in India to help brands bounce back and with the online shopping momentum expected to continue in the wake of COVID-19, the focus is on digital strategies.
Opinion
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Zoe McCready, August 2020
As brands plan for Christmas 2020, WARC’s Zoe McCready drills into their responsibility toward people after a difficult year, and explores what to do about it.
Article
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Sam Peña-Taylor, WARC Exclusive, August 2020
Offers an overview of the Christmas season in the United Kingdom and what brands should expect consumers to spend in 2020, given the impact of COVID-19 and the recession.
News
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13/08/2020
Luxury fashion brand Balenciaga has faced a tidal wave of criticism in China over promotional pictures of products it has created for the Qixi festival, but some observers suggest people are too ready to find fault with western brands.
News
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12/08/2020
Christmas in the UK is the season that can make or break a retailer or brand’s year but is just one of the parts of life likely to be changed beyond recognition in 2020 – with the hobbies and practices taken up in lockdown front and centre, new ...
News
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11/08/2020
While most Indian consumers don’t expect household spending to return to normal until the middle of next year, many have expressed a ‘positive buying sentiment’ for this year’s Diwali.
Article
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AME Awards, AME Awards, Platinum, 2020
Donner Sang Compter, a brand that links potential blood donors with patients, innovated an outdated and irrelevant sect-driven ritual in Islam and made it relevant to modern day to encourage blood donations in Lebanon.
News
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31/07/2020
Brands and retailers are gearing up for next month’s Qixi Festival – China’s equivalent of Valentine’s Day – but changing cultural attitudes and lockdown-induced behavioural shifts point towards the growth of new gifting habits.
News
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24/07/2020
While the ongoing pandemic has hit the retail industry hard, new research from Rakuten Advertising suggests a clear lack of intent to curb spending during peak shopping periods.
Article
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dentsu, Research on WARC, June 2020
The extended lockdown period has restricted physically visiting the workplace for many, socialization, travel and general recreation, which will change how we move, work, learn, live, play, travel and govern.
Case Study
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SABRE Awards, In2 EMEA, Best Content Creation for Media Sites (Earned), Gold, 2020
Gillette, a shaving brand, told the stories of men who grew up without fathers in an emotional video on Father's Day to make an impact among men during this key period in the UK.
Case Study
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Dina El Dessouky, Yosr Khalifa, Mustafa Darwish, WARC Prize for MENA Strategy, Entrant, 2020
Etisalat, a telco provider in Egypt, took the fight to the competition with a - literally - hard-hitting campaign that captured consumer interest, and boosted confidence and engagement.
Case Study
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Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2020
Puck drove brand engagement and share to increase with a social content series during Ramadan across the Gulf countries.
Case Study
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Dina El Dessouky, Yosr Khalifa, Mustafa Darwish, WARC Prize for MENA Strategy, Entrant, 2020
Instant coffee brand Nescafé 3in1 went back to college to grow popularity in Egypt and narrow the sales gap with the competition.
