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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 describes how Black Mirror, a new rapid insights smartphone app, was launched into the Australian market by CHE Proximity.

Case Study

This case study describes how pen brand Bic boosted sales by creating an online competition in Australia and New Zealand to get existing owners to use their Bic 4 Colours Pens more, so that their pens would run out.

Case Study

This case study describes how Mercury Hard Cider, an Australian cider brand, utilised packaging to reinvigorate sales in the Australian market.

Case Study

This case study describes how The New Zealand Breast Cancer Foundation created a simple way to help women check their breasts and help detect possible cancers as early as possible.

Case Study

This case study describes how Millers, a fashion retailer, drove awareness and engagement to increase sales in the Australian market.

Case Study

This case study details how The Young Men's Project, a project to address suicide in young men, inspired Australian men to talk about mental health.
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This article explores how Qantas, Australia's national airline, is using data to improve its customer experience and rethink audience segmentation.


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


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).


This case study describes how Seeing Eye Dogs Australia created the first puppy subscription service to find foster carers for their litters of puppies.


This case study describes how car manufacturer Toyota brought emergency communications to the 5.3 million square kilometres of Australia's landmass that currently receives no mobile signal, by installing signal-providing devices in its LandCruiser models.


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

  3. Article

    This case study shows how Coca-Cola, the soft drinks company, changed teens' attitudes towards Coke and increased teen engagement with the brand.

  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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