Europe

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American Express: American Express purchase insurance

Case Study • Ivar Krustok, WARC Prize for Innovation, Entrant, 2016

This case study describes how American Express, a credit card brand in Estonia, used a mobile ad platform to demonstrate to potential customers how American Express could protect their goods.

Directorate-General Health & Consumers (DG SANCO): Ex-smokers are Unstoppable

Case Study • European Association of Communications Agencies, Gold, Best innovative use of print Award, Euro Effies, 2012

Rather than offer a direct anti-smoking message, this campaign celebrates the ability of ex-smokers to stay away from tobacco.

Nissan: Juke - Stay awake

Case Study • European Association of Communications Agencies, Silver, Euro Effies, 2012

Nissan, the automotive brand owner, wanted to grow in the small car segment with a new model, the Juke, whilst simultaneously maintaining sales of its Qashqai and Micra brands.

Maggi Idea Launch

Case Study • European Association of Communications Agencies, Entrant, Euro Effies, 2010

This case study outlines how Nestlé responded to a reduction in the market for food products such as soups and seasonings in the struggling Baltic economies of Estonia, Latvia and Lithuania.

Lenor Parfumelle - 'Dresses in luxury'

Case Study • European Association of Communications Agencies, 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.

GlaxoSmithKline – Corega: Celebrity testimonials

Case Study • European Association of Communications Agencies, 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.

Pantene - Pro-V Pro Health

Case Study • European Association of Communications Agencies, Bronze winner, 2006

Pantene Pro-V had enjoyed consistent, strong media support over recent years, but had failed to achieve the expected market results or a boost in brand image.

Sensodyne - Recommended by Dentists

Case Study • European Association of Communications Agencies, 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 • European Association of Communications Agencies, 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.

Fast-developing markets in Estonia. When and where to invest?

Research Paper • Triin Vihalemm, ESOMAR, Towards a market economy, April 1995

The paper concentrates primarily on the development of the Estonian consumer market in 1992-1994, the first years of free market economy.

How to develop an effective customer experience strategy

Article • John Sills, WARC Best Practice, April 2018

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.
Using technology to drive behavioural change in healthcare

Article • D'Arcy King, WARC Best Practice, February 2018

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.
Marketing budgets: Four ways to do more with less

Article • Ruth Saunders, WARC Best Practice, November 2017

As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.
Forget Millennials, target Perennials

Article • Guy Abrahams, Admap Magazine, December 2017, pp. 23-25

Explains why, in this world of addressable media, brands would be wise to target people by their attitude and behaviours rather than their age, using fashion brand Gucci as an example.
How to use TV effectively in the media mix

Article • Matt Hill, WARC Best Practice, September 2017

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.
Marketing in the Digital Age: Binet and Field on how media choices impact effectiveness

Article • Joseph Clift, Event Reports, Eff Week, November 2016

This report discusses Marketing in the Digital Age, a new work looking into the causes of marketing effectiveness from Les Binet and Peter Field.