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E-commerce to account for over 8% of FMCG sales in 2021

Data • Rob Clapp, WARC Data Points, June 2021

An overview of online's share of FMCG sales value across 35 different markets.

Deutsche Telekom: Just Doing It – Celebrating Gen Z's activism

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

German telco Deutsche Telekom created a positive film-centred campaign to stay relevant and forge a meaningful connection with the nation's Gen Zers.

Scout Association of Croatia: Boranka

Rankings • WARC Effective 100, 2020

The Scout Association of Croatia raised awareness and increased donations by creating an emotional connection to the wildfires in Croatia.

Scout Association of Croatia: Boranka – Paint it back

Case Study • WARC Cases, 2018

The Scout Association of Croatia organised a volunteer-led afforestation campaign to revitalise the country’s fire-struck areas.

Only one-tenth of Europeans have paid for online news

Data • Rob Clapp, WARC Data Points, August 2019

An overview of payment for online news and the most popular payment types across 23 European countries.

Croatia Osiguranje Insurance Company: The Tunnel

Case Study • MIXX Awards, Silver, Brand Advertising Campaign, 2019

Croatia Osiguranje Insurance Company, an insurance company, reached over 1.5 million Croatians on its 133rd anniversary as a result of its historical exhibition in Zagreb.

Ožujsko: Žuja Rules

Case Study • Željko Krešić, WARC Cases, 2019

Croatian lager brand Ožujsko increased brand engagement and sales through a series of multichannel campaigns in Croatia.

Vina Laguna Rebranding

Case Study • Design Effectiveness Awards, Bronze, Design Effectiveness Awards 2013

Vina Laguna, a Croatian wine brand owned by AGROKOR Vina, wanted to shake off its image as a volume wine from the communist era and embody a modern, premium identity, based around the wine-producing region of Istria.

Brother International Europe: 141%

Case Study • Euro Effies (pan-European), Silver, Euro Effies, 2012

Brother, the printer manufacturer, needed to increase its retail distribution and grow its low level of brand awareness, especially in the UK, France and Germany.

Parodontax: Difference

Case Study • Euro Effies (pan-European), Silver, Euro Effies, 2012

Paradontax, the GlaxoSmithKline-owned dental gum care brand, wanted to increase its share of the growing market for its product in Bulgaria, Croatia, Germany, Italy, Romania, Russia and Slovenia.

T-Mobile: Singalong

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2011

This is the story of a how a single cohesive, fully-integrated campaign for T-Mobile successfully delivered both brand metrics and business objectives across the UK and five Eastern European markets.

Droga Kolinska : Argeta Junior

Case Study • Euro Effies (pan-European), Bronze winner, Euro Effies, 2010

This campaign promoted Argeta Junior, a new sub-brand of Argeta, a pâté popular in the Adriatic region.

Lenor Parfumelle - 'Dresses in luxury'

Case Study • Euro Effies (pan-European), Entrant, Euro Effies, 2010

As the economic downturn reached a peak in 2008–09, Lenor sought to roll out a new super-premium brand extension, the Parfumelle Collection, in 16 Eastern Europe markets, including the Czech Republic, Hungary and Poland.

T-Mobile: Singalong

Case Study • Euro Effies (pan-European), Silver winner, Euro Effies, 2010

'Singalong', a brand-building campaign for T-Mobile, boosted brand approval in target markets by up to 17% and won a silver award at the 2010 Euro Effies.

Deutsche Telekom: T-Mobile Singalong

Case Study • WARC Prize for Innovation, Entrant, 2010

This is the story of a how one radically fresh, fully integrated campaign for Deutsche Telekom successfully delivered both brand metrics and business objectives across six very diverse European markets.

Mobile Marketing Forum 2008: P&G's mobile ambitions & case studies from emerging markets

Article • Carlos Grande, Event Reports, Mobile Marketing Forum, October 2008

WARC Online editor Carlos Grande reports from day two of the Mobile Marketing Forum 2008 on the growing use of mobile marketing in emerging markets, where mobile ownership and usage are often more prevalent than traditional media and communications channels.

GlaxoSmithKline – Corega: Celebrity testimonials

Case Study • Euro Effies (pan-European), Bronze winner, Euro Effies, 2008

GSK's Corega brand is a denture fixative, allowing users to fix dentures to the gums. Research undertaken by GSK found that while fixatives were used by over 20% of denture wearers in countries like Germany and the USA, this figure was just 10% in Central and Eastern Europe.

Discreet Tanga - Boy

Case Study • Euro Effies (pan-European), Gold winner, 2006

Breaking with category communication standards, coming up with insightful strategy and connecting with consumers on an emotional level allowed Discreet to win over the Central and Eastern European marketplace.

Generali - Under the Wings of the Lion

Case Study • Euro Effies (pan-European), Bronze winner, 2006

With objectives of attaining 10 percent higher awareness, brand positioning, and market share, Generali launched its “Under the Wings of the Lion” insurance campaign in Central and Eastern Europe (CEE).

Sensodyne - Recommended by Dentists

Case Study • Euro Effies (pan-European), Gold winner, 2006

This is a story about the power of focus. By refocusing on its core essence of the 'So effective, dentists recommend it' campaign, Sensodyne was able to not only beat off the threat of a major competitive launch, but also doubled its set objectives growing European sales by 20% and value market share by 1.1%.

Olympus Mju Mini - New Eyes V

Case Study • Euro Effies (pan-European), Bronze winner, 2005

The success of the campaign 'New Eyes V' was based on introducing the high-end camera brand Olympus to young and fashionable buyers.

Opel Meriva: 100% Meriva - 100% Flexible

Case Study • Euro Effies (pan-European), Finalist, 2004

The challenge was to launch the Opel Meriva - a new small versatile monocab -whilst achieving the overall objectives for the Opel brand.

Mazda: Mazda 6 – 'Soul of a Sports Car'

Case Study • Euro Effies (pan-European), Finalist, 2004

The launch of the new Mazda6 in the all-important “family” segment was much more than just the launch of the new car.

Coca Cola: Chihuahua

Case Study • Euro Effies (pan-European), Silver winner, 2004

With its ‘Chihuahua’ campaign Coca-Cola succeeded in shedding its image as a conservative, distant and static brand unappealing to young people, and reinventing itself as a young and hip drink.

How marketers can win with Gen Z and Millennials post-COVID-19

Article • Carmen Bona, WARC Exclusive, June 2020

Research from Boston Consulting Group and Snapchat into the consumption shifts of Gen Z and millennials driven by COVID-19.
From running shops to serving customers: The Tesco turnaround story

Case Study • Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 2020

Tesco, a supermarket chain, gained back consumer trust in the UK from 2015 to 2019 with a turnaround strategy that put helpfulness at the heart of its messaging.
What we know about marketing to women

Article • WARC Best Practice, May 2021

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.
What we know about marketing to children

Article • WARC Best Practice, April 2021

Looks at the power children have across a lucrative market, due to both how much they spend on themselves and the purchasing influence they have on their families, and how to carefully market to them in a way that can build life long brand relationships.
How to stay at the forefront of SEO trends

Article • Caitlin Robertson, WARC Best Practice, March 2020

A best practice guide to improving a brand’s organic search strategy, including technical improvements and on-page and off-page activities.
What we know about podcasts in marketing

Article • WARC Best Practice, March 2021

Explores how the increasing popularity of podcasts is presenting new opportunities for advertisers, including a chance to access hard-to-reach audio audiences that are highly engaged, and explains how brands must clearly indicate their presence to avoid overstepping editorial boundaries.