Europe

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Hornbach: You Are Alive. Do You Remember?

Case Study • AME Awards, Gold and Silver, 2017

This case study explores how HORNBACH, the German DIY store, ran a campaign in several markets across Europe to emphasise how satisfying gardening and backyard projects can be, despite how 'uncomfortable' they may look.

Adidas Nemeziz: It's not made for you

Case Study • Case Studies on WARC, 2017

Sport retailer adidas launched new boots Nemeziz on the Benelux market with a campaign challenging football influencers to show their skills.

Digital ad fraud may be understated

News • 05 February 2015

LUXEMBOURG: Google's recent finding that 56% of online ads served are never seen by people might actually underestimate the seriousness of the problem, according to a new report.

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.

Kellogg's Rice Krispies Squares: The humble Krispies profitable transformation

Case Study • Institute of Advertising Practitioners in Ireland, Gold, AdFx Awards, 2010

Kelloggs' Rice Krispies Square is a confectionery product made from the Rice Krispies cereal and melted marshmallow, shaped into a bar.

IBM - CIO sourcing

Case Study • European Association of Communications Agencies, Bronze winner, Euro Effies, 2009

Although IBM created the IT outsourcing market, competition had been building up enough to warrant action in 2007/8 to maintain their lead in Belgium, Luxembourg and the Netherlands.

L'Oréal strikes blow for big brands

News • 22 June 2009

LUXEMBOURG: L'Oréal, the cosmetics and beauty giant, has won a landmark case in The European Court of Justice against a company that was trying to "ride on the coat-tails" of its brand-building and marketing efforts.

Bum's Rush for Bud as EU Rules in Favor of Czech Beer Brand

News • 18 December 2008

LUXEMBOURG: Global brewing behemoth Anheuser-Busch has long enjoyed trademark protection throughout the European Union for its famed Bud brand.

RTL Group Hires Investment Bank to Assess UK's Channel 4

News • 15 December 2008

LUXEMBOURG: Pan-European broadcaster RTL Group is eyeing Channel 4, Britain's struggling commercially-funded public service broadcaster, according to a report in The Sunday Times . The NewsCorp-owned title avers that RTL has retained investment ...

Brand Trade Marks Under Threat After European Court Ruling

News • 01 December 2008

LUXEMBOURG: Brands and businesses could face greater challenges in defending their trademarks from competitors, after the European Court of Justice ruled in favour of marketing services firm Intelmark in its dispute with computer chip titan Intel .

McDonald's – Hüttengaudi

Case Study • European Association of Communications Agencies, Silver winner, Euro Effies, 2008

McDonald's wanted to increase its local relevance in Germany and Austria, while focusing on food and fun.

Metro International Feels Advertising Squeeze

News • 23 July 2008

LUXEMBOURG: The economic downturn gripping the US and western Europe has hit advertising revenues at Metro International, the free newspaper group which publishes in around 100 cities worldwide.

Comparative Ads: EU Court Gives Provisional Thumbs-Up

News • 04 February 2008

LUXEMBOURG: The European Court of Justice signalled the beginning of the end in a four-year skirmish between cellphone colossi O2 (owned by Spanish telco Telefonica ) and Hutchison 3G .

Metro International Q3 Numbers Plumb Twelve-Year Low

News • 24 October 2007

LUXEMBOURG: Global free newspaper publisher Metro International has revealed a Q3 operating loss of €12.88m ($18.2m; £8.97m) - the worst set of quarterly figures in the publisher's twelve-year lifetime.

EU Court Upholds Microsoft Anti-Trust Ruling

News • 18 September 2007

LUXEMBOURG: A European Union court has thrown out Microsoft's appeal on a 2004 anti-trust ruling that ordered the software titan to share information with rivals and to sell a version of its Windows operating system without Media Player .

RTL Sales Rise as Ad Market Improves

News • 04 September 2006

LUXEMBOURG: Europe's largest commercial broadcaster, RTL Group, posted a 19.1% rise in revenues to €2.85 billion ($3.65bn; £1.91bn) in the first half of 2006 amid "improved advertising conditions in most of our major markets (with the notable ...

Audi A8: Product Launch

Case Study • European Association of Communications Agencies, Finalist, 2004

With the launch of its new A8 model, AUDI sought to profile itself in the hotly contested luxury class, thereby winning market share from its strategic competitors.

Evian: We Will Rock You

Case Study • European Association of Communications Agencies, Silver winner, 2004

In order to sustain Evian’s premium price in a commoditized market, Evian’s “We will rock you” campaign adopted a whole new advertising approach: no longer consider Evian to be just a water brand, following the rules of the category, but change the brand’s status and transform it into a badge of youthfulness.

Correction

News • 08 May 2003

The story headlined AOL EUROPE TO RELOCATE TO LUXEMBOURG IN TVA TAX DODGE which appeared Tuesday contained an inaccuracy drawn to our attention by an eagle-eyed reader (to whom our thanks).

AOL Europe to Relocate to Luxembourg in TVA Tax Dodge

News • 07 May 2003

America Online, the fiscally inventive internet division of AOL Time Warner, currently pays no European TVA (value added sales tax) – unlike its European Union rivals whose geographic location allows them no choice in the matter.

Luxembourg’s SES Looks to Muscle into US Satellite Market

News • 25 April 2002

Luxembourg-headquartered satellite operator SES Global is expected today (Thursday) to unveil plans to enter the US satellite-TV market.

A case history: How the Norwegian broadcasting corporation (NRK) met the competition from commercial stations in the early nineties

Research Paper • Tor Fuglevik and Erik Dalen, ESOMAR, Radio Research Symposium, July 1995

NRK was founded in 1933 as a non-commercial state-owned public service station with a program concept very much like BBC's.

Pioneering Commercial Radio the 'D-I-Y' Way

Research Paper • Stephen Williams, History of Advertising Trust, Vol 10, No 2 1987

In this article, the author describes his career as a radio presenter, working on the very early commercial radio stations such as Radio Normandy, Radio Paris and Radio Luxembourg.

Starbucks and social: How Starbucks created the fourth place in coffee culture

Case Study • Matthew Philip and Rachael Lake, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Starbucks, a coffee company and coffeehouse chain, engaged with UK customers by launching a social media campaign across a number of years, which saw it make its cups an icon and launch a series of events.
Beauty and brains: How we supercharged the Audi premium 2015-2018

Case Study • Will Lion, Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 2018

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.
How rethinking qualitative research can help brands understand Generation Z

Article • Emily Goldhill, WARC Best Practice, June 2018

Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.
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.
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.