Advertising best practice, evidence and insights

What we know about the theories of brand growth

Article • WARC Best Practice, September 2019

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.

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 you need to know about the Australian Effies database analysis

News • 20 September 2019

Australian Advertising Effectiveness Rules, a new report by effectiveness experts Peter Field and Rob Brittain, in association with the Communications Council, takes a deep look at the new Australian Effies database.

Why eBay opted to reduce its reliance on performance media

Article • Alex Brownsell, Event Reports, Kantar Talks, September 2019

Brands need to find a balance between performance marketing and brand building; afters years of focusing on performance media, eBay has renewed the emphasis on brand.

Air New Zealand: Is New Zealand Worth The Time?

Case Study • SABRE Awards, Asia-Pacific, Product Media Relations (trade media), Gold, 2019

Air New Zealand, an airline, increased Taiwanese tourism to New Zealand by showing them its attractions with the help of relatable storytellers.

Coca-Cola Reconnects Myanmar Youth To Their Tea Culture

Case Study • SABRE Awards, Asia-Pacific, IN2, Winner, 2019

Heaven and Earth, the ready-to-drink tea brand, launched with an event day that utilised non-traditional methods to engage with media and influencers in Myanmar.

Sydney Beer Co: It's Sydney Time

Case Study • SABRE Awards, Asia-Pacific, Product Media Relations (consumer media), Gold, 2019

Sydney Beer Co. (SBC), a beer brand, encouraged Sydneysiders to champion a beer inspired by their own city which gave it an ROI of over 4300%.

China CITIC Bank Credit Card: Break Bias, Create Possibilities

Case Study • SABRE Awards, Asia-Pacific, Financial Services, Gold, 2019

CITIC, a state-owned investment company, connected with women in China on International Women's Day to increase applications for its credit card.

ISEHAN Co. Ltd.: We're Hiring... Based on Looks!

Case Study • SABRE Awards, Asia-Pacific, Employer Branding, Gold, 2019

Isehan, the cosmetics maker, organised a job recruitment campaign in Japan to encourage applicants to come to their job interview looking like themselves.

Chando "She says" Campaign

Case Study • SABRE Awards, Asia-Pacific, Marketing to Women, Gold, 2019

Chando, a cosmetics brand, increased sales of its high gloss lipstick with women in China due to its social campaign promoting women.

Jollibee Foods Corporation: Jollibee Going Global – Making a Filipino Brand Matter in the Big Apple

Case Study • SABRE Awards, Asia-Pacific, IN2, Winner, 2019

Jollibee, a fast food-restaurant, used PR and influencers to promote the opening of its restaurant in Manhattan.

Converse: All The Stories Are True

Case Study • SABRE Awards, Asia-Pacific, Sponsorship, Gold, 2019

Converse, the sports brand, launched an integrated communications campaign to reach Generation Z in China, which doubled its revenue target.

HONOR Artology

Case Study • SABRE Awards, Asia-Pacific, Marketing to Youth, Gold, 2019

HONOR, the smartphone brand, worked with an artist to create an art instillation that contributed to the three million sales of the HONOR 10 phone globally.

Air China Land Your Dream Digital Campaign

Case Study • SABRE Awards, Asia-Pacific, Digital Campaign, Gold, 2019

Air China, the airline, increased sales revenue by 13% after re-imagining the booking process with a focus on emotions for its customers in China, the UK, France and Germany.

Future fit communications planning: Exploring the big issues facing FMCG brands – and finding a way forward

Article • Chris Worrell, WARC Exclusive, September 2019

In the second part of this two-part article exploring the big issues facing brands, Wavemaker considers the implications of digital commerce on FMCG brands and the new thinking needed to success on these new platforms.

Chengdu International Finance Square (CDIFS): Chengdu IFS Parcours Art Festival- Art Fuels Commerce in Beautiful Fashion

Case Study • SABRE Awards, Asia-Pacific, Retailers, Gold, 2019

Chengdu IFS (CDIFS), a shopping mall, made itself the centre of art in the city by collaborating with the Chengdu Government and Paris' Saint-Germain-des-Pres Committee, which led to sales growth of 124%.

Singapore Press Holdings Ltd: Singapore Press Holdings: Driving Positive Market Perceptions

Case Study • SABRE Awards, Asia-Pacific, Capital Markets Communications, Gold, 2019

Singapore Press Holdings, a press publications company, shaped the perceptions of sell-side research analysts in Singapore by building relationships with them through face-to-face meetings.

Mars Wrigley Littered Gum Education Program

Case Study • SABRE Awards, Asia-Pacific, IN2, Winner, 2019

Mars Wrigley, the confectionery company, engaged and educated young people in its anti-littering message by utilising influencers, WeChat at a litter collection event in China.

DETTOL BANEGA SWACHH INDIA: DETTOL BANEGA SWACHH INDIA

Case Study • SABRE Awards, Asia-Pacific, Consumer Health, Gold, 2019

Dettol, a brand of consumer hygiene products, reduced instances of diarrhoea by 10% among school children in India.

Lungteng Cutural Co., Ltd.: The Hardest Lesson

Case Study • SABRE Awards, Asia-Pacific, Educational & Cultural Institutions, Gold, 2019

Lungteng Cultural Co, a publisher in the high school textbook industry, launched a video campaign in Taiwan that encouraged teachers to place trust in the brand and express their feelings.

Narendra Bhawan Bikaner: Ode to the Last Maharaja

Case Study • SABRE Awards, Asia-Pacific, Social Media/Social Networking Campaign, Gold, 2019

Narendra Bhawan Bikaner, a boutique hotel in India, created an influencer outreach campaign on Instagram that encouraged users to travel to its hotel through fear of missing out.

adidas India Pvt. Ltd.: adidas x Parley, Run For The Oceans

Case Study • SABRE Awards, Asia-Pacific, Special Event, Gold, 2019

adidas, the shoe brand, took the plastic pollution initiative to the next level for 2018 by launching the India chapter.

Kellogg: Gut Bacteria Zoo

Case Study • SABRE Awards, Asia-Pacific, Publicity Stunt, Gold, 2019

Kellogg's, the cereal brand, created a bacteria zoo to reach people across Australia and New Zealand and increase sales of its cereal.