Advertising best practice, evidence and insights

What we know about differentiation and salience

Article • WARC Best Practice, April 2019

Explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

What we know about creativity and effectiveness

Article • WARC Best Practice, February 2019

Explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.

What we know about long-term and short-term effectiveness

Article • WARC Best Practice, December 2018

This article provides marketers with information about how to balance long-term and short-term strategies.

What we know about the theories of brand growth

Article • WARC Best Practice, December 2018

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

How Australia ranks in WARC’s most effective campaigns

Article • Brooke Hemphill, Event Reports, Mumbrella360, June 2019

WARC’s most recent Creative, Effective and Media 100 rankings saw Australia place third overall but fourth in terms of effectiveness.

Future Consumer thinks big

News • 18 July 2019

Future Consumer, the FMCG division of India’s Future Group, is aiming to have five Rs 1,000 crore food brands in its portfolio within five years, echoing the “power brands” approach previously taken by the likes of global giants ...

Mastering momentum in Asia Pacific

Article • Research on WARC, July 2019

Looks at the challenge of sustainable growth, finding that fewer than 6% of global brands grow market share over the first year.

The anatomy of effectiveness and highlights from Cannes

Article • David Tiltman, WARC Webinars, July 2019

David Tiltman, VP of content at WARC, takes viewers through WARC's white paper 'Anatomy of Effectiveness', and the five key priorities for brand marketers and advertising agencies seeking to achieve greater impact.

Start-ups for the long term: Lessons in sustainable growth

News • 11 July 2019

Disruption followed by stratospheric growth rates have long been the start-up ideal, but a new study explores the foundational elements of sustainable growth that apply both to early-stage firms and established brands.

Selling Creative Research Short? How creative research can help measure and fuel long-term campaign effects

Research Paper • Adam Sheridan, Research on WARC, Ipsos Views

Campaigns using creative evaluation services are less likely to achieve long-term effects, so marketers need to better apply these metrics in their creative development process to improve the chance of achieving long term business effects.

28 Too Many: Zero Tolerance Ribbon

Case Study • Noor Hassanein, WARC Prize for MENA Strategy, Shortlisted, 2019

28 Too Many, an anti-female genital mutilation charity, used online, direct and guerrilla marketing to create a symbol for a movement to dissuade parents from practising FGM in Egypt.

Uber: Uber Legends

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Shortlisted, 2019

Ride-hailing app Uber used data to create a social and out-of-home campaign to increase rider loyalty and attract new customers in the United Arab Emirates.

Saudi Telecom Company: The 1 Riyal Campaign

Case Study • Dana Alkutoubi, Rabie Hassoun, WARC Prize for MENA Strategy, Shortlisted, 2019

Saudi Telecom Company’s multichannel approach, linked to the FIFA World Cup, drove customers to its loyalty programme and increased brand engagement in Saudi Arabia.

Head & Shoulders: Don’t let dandruff have the last word

Case Study • Ozge Arat, WARC Prize for MENA Strategy, Shortlisted, 2019

Anti-dandruff shampoo Head & Shoulders used a holistic, humorous campaign to bring its core equity, anti-dandruff, top of mind and increase sales in the MENA region.

Lifebuoy: Preventing people from infections during Ramadan

Case Study • Alvaro Bretel, WARC Prize for MENA Strategy, Shortlisted, 2019

Lifebuoy, the soap and hygiene brand, used YouTube ads during Ramadan to promote hand washing and increase sales of its products in the Middle East.

Jarir: Back to School Blues

Case Study • Dana Alkutoubi, Rabie Hassoun, WARC Prize for MENA Strategy, Shortlisted, 2019

Bookstore brand Jarir reframed the back-to-school narrative with an outdoor, online and social media campaign to reassert its market-leading position in the category and boost sales of bags in Saudi Arabia.

Byblos Bank: Make Small Victories

Case Study • Carl Bou Abdallah, WARC Prize for MENA Strategy, Shortlisted, 2019

Lebanese bank Byblos Bank re-ignited interest for its youth account through content and events specially designed to inspire young customers.

OMO: The Right to Play

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2019

Detergent brand OMO took a multichannel approach to create a regionally relevant approach to its 'Dirt is Good' philosophy and increase share, value and sales volumes in the United Arab Emirates.

Puck: Save The Cows

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2019

Food brand Puck's Blue Jar Cheese used a gamification strategy delivered through Snapchat to appeal to kids and mums and fight off other breakfast alternatives in Saudi Arabia and the United Arab Emirates.

Jotun Fenomastic Wonderwall: Kids Collection

Case Study • Alvaro Bretel, WARC Prize for MENA Strategy, Shortlisted, 2019

Market-leading interior paints brand Jotun took a creative approach to increase sales of its new product line in the Middle East.

Coca-Cola: Sunset

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2019

Soft drinks giant Coca-Cola used social media to drive its brand message during Ramadan in the Middle East.

Saudi Telecom Company: The Big Shutdown

Case Study • Dana Al- Kutoubi, WARC Prize for MENA Strategy, Shortlisted, 2019

Telecom brand STC closed all of its stores for a day in a stunt to force customers to use its self-service apps in Saudi Arabia.

Badya: The Creative City

Case Study • Naila Fattouh, WARC Prize for MENA Strategy, Shortlisted, 2019

Real-estate developer Palm Hills Developments (PHD) used a combination of TV, social media and events to attract buyers to its new city of Badya in Egypt.

McDonald's: The Official Sponsors of Losers

Case Study • Carl Bou Abdallah, WARC Prize for MENA Strategy, Shortlisted, 2019

Fast-food brand McDonald's employed a social media and on-ground strategy targeting losing football fans during the 2018 World Cup to drive footfall to restaurants in Lebanon.

Babyshop: World Without Walls

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2019

Children's retailer Babyshop used a multichannel approach to redefine its brand strategy during Ramadan in the Middle East.