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Australia & New Zealand

Although relatively small markets in terms of adspend, Australia and New Zealand are known for the quality and sophistication of their advertising. Both markets have established local-market effectiveness competitions, and campaigns from these markets tend to perform well on the international stage.

Key Reading

Important papers from across the Warc database

his event report looks at recent examples of how advertisers in Australia – including Rip Curl, IKEA, Airbnb and Samsung – are embracing new platforms, brand collaborations, new content ideas and data as they engage with increasingly sophisticated audiences.
This article examines the state of strategy in Australia, using case studies from the APG Australia Awards.
Predicted advertising expenditure across 12 key markets, including Australia, for the next two years.
Dedicated to inspiring the exchange of expertise on how business can benefit from creative thinking.
In New Zealand, the Effie Awards are backed by the Communication Agencies Association (CAANZ).

Case Study

This case study shows how DB Export, a beer brand, increased sales by asking New Zealanders to drink more beer as a way to help produce biofuel and save the environment.

Case Study

This case study shows how MS Limited Australia, an Australian charity organisation, successfully raised awareness about Multiple Sclerosis (MS) by designing a bicycle laden with the disease's symptoms.

Case Study

This case study shows how Budget Direct, an insurance services brand, increased sales by creating a mascot to explain its low risk insurance policy to Australians.

Case Study

This case study shows how ANZ, a financial services brand, successfully engaged Australian female audiences by launching a phased campaign regarding equal pay.

Case Study

This case study explains how Volkswagen increased sales of its Amarok truck model in Australia by challenging perceptions of the truck in an initially unbranded campaign targeting tradespeople.

Case Study

This case study shows how Headspace, a meditation app, successfully launched an app that helped children understand the power of emotional bullying when texting, in Australia.
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Article

The article explores how content marketing can be used effectively in the travel category, offering examples of localisation and experimental marketing.

Research Paper

This paper presents an approach that quantitatively measures conscious and unconscious gender bias across brand touchpoints as determined by the consumer in Australia.

Article

This article explores how Qantas, Australia's national airline, is using data to improve its customer experience and rethink audience segmentation.

Article

This article explores the common mistakes made by marketers when targeting Australian mums, based on a survey of 1800 mothers in the country.

Article

This article explores how programmatic can be more than a way to serve ads: it can enhance the customer experience if the dynamic capabilities of adtech are combined with meaningful creative.

Research Paper

Television advertising-avoidance research delivers a broad range of estimates for the extent of channel switching during advertising breaks (i.e., commercial zapping).

Article

The article explores how Woolworths, one of Australia's biggest grocery retails, successfully relaunched its loyalty scheme with a personalisation focus after the company was forced to abandon an unpopular change.
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  1. Article

    This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

  2. Article

    This article provides advice from VICE Media, the digital and media publisher, on how brands can create content that engages millennials across digital, social media and television.

  3. Article

    This case study shows how Tigerair, an Australian low-cost airline, improved its very low customer consideration scores with a humorous and highly shareable campaign.

  4. Article

    This case study explains how OPSM, an Australian opticians chain, used a story book to increase numbers of children's eye tests.

  5. Article

    This case study explains how Chobani, the yoghurt brand, built its premium positioning and encouraged people to eat more yoghurt with a social media campaign in Australia.

  6. Article

    This event report discusses why Unilever, the FMCG giant, believes the idea of the "consumer" is flawed.
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