Article
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Brian Carruthers, Event Reports, Festival of Marketing, October 2019
Looks at evidence from Premier Foods that shows how a focus on innovation and brand building has turned around the decline of many of its brands, from the smallest to the biggest.
News
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22 October 2019
Tobacco firms in the UK are accused of circumventing laws that stipulated unbranded brown packaging for products, through a variety of strategies that have helped brands stand out while staying within the letter of the law.
Article
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Emma Bennett, WARC Exclusive, October 2019
Discusses the key elements that make for a successful recipe in today’s food packaging environment.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Great Western Railway (GWR), a train operating company, encouraged the British public to travel by train by launching animations of Enid Blyton's The Famous Five going on a Western Railway adventure.
Case Study
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Account Planning Group - (UK), Entrant, 2019
HM Revenue & Customs, a governmental department responsible for taxes, encouraged people to file their tax returns on time by characterising the niggling feeling as Tax Ducks.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Britain's Beer Alliance, an alliance of pubs, brewers and industry bodies, successfully launched a movement that persuaded Philip Hammond to reverse his decision to increase beer duty.
Case Study
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Account Planning Group - (UK), Entrant, 2019
HSBC, a bank, used the power of empathy globally to turn the Asset Management arm of HSBC into what the Financial Times defined as a "rising star" in the category.
Case Study
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Account Planning Group - (UK), Gold, 2019
IKEA, a furniture retailer, renewed its market-leading position with a creative campaign that combined surreal imaginings with everyday life.
Case Study
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Account Planning Group - (UK), Entrant, 2019
RNIB (the Royal National Institute of Blind People), a UK charity, increased awareness in the UK by launching a series of videos and OOH activations that used humour to challenge misconceptions about living with sight loss.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Childline, a counselling service for children, partnered with charity Vodafone Foundation to launch Headboomz in Ireland as a means for children to navigate their daily niggles.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Think!, the UK government's designated road safety campaign, launched a campaign to reach a disproportionately vulnerable audience, young male drivers aged 17-23 in a push to combat recklessness and save lives.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Depaul UK, a charity that helps young homeless people, used context, story-telling and partnerships to reach young people in the UK.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Veg Power, a campaigning group for vegetables from the Food Foundation, partnered with ITV to launch Eat Them to Defeat Them in the UK, a campaign that framed vegetables as villains and children as superheroes to encourage them to eat more vegetables.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Volvo, the automotive company, turned an unloved salience driver into a cornerstone of brand building in its UK campaign.
Case Study
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Account Planning Group - (UK), Silver, 2019
HSBC, a bank, launched a campaign with Richard Ayoade in the UK to celebrate how we are better together, to reinforce itself as a UK brand with a global reach.
Case Study
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Account Planning Group - (UK), Bronze, 2019
Yorkshire Tea, a brand of black tea, increased its sales in a sharply declining category by engaging UK consumers with its brand values in a humorous and authentic way.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Guinness, an alcoholic beverage brand, increased its market share in the UK by launching a TV campaign that created a cultural connection, which reinforced its Made of More message.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Richmond, a sausage brand, reversed sales decline in the UK by launching a celebrity-led campaign, The Nation's Favourite, through a film that brought together local heroes with admired celebrities.
Article
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Alex Brownsell, WARC Exclusive, October 2019
Speaking exclusively to WARC, Kelly Williams, ITV’s managing director/commercial, revealed that the broadcaster is seeing a surge of interest from new-to-TV brands precisely at the moment that some of the medium’s most dependable advertisers are slashing budgets.
Case Study
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Account Planning Group - (UK), Gold, 2019
Marmite, a salty spread brand, launched the Marmite Gene Project to reverse declining sales by bringing it back into the breakfast discussion in the UK.
Case Study
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Account Planning Group - (UK), Entrant, 2019
The Royal Airforce, the UK�s aerial warfare force, increased its budget by addressing gender stereotypes in advertising through a film launched in the UK that highlighted clich�s against real RAF women.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Toyota, the automotive manufacturer, increased sales of its AYGO car in the UK with a campaign that created buzz around the launch of a new model.
Case Study
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Account Planning Group - (UK), Entrant, 2019
The Art Fund, an independent membership-based British charity, reversed declining membership and attracted younger members after re-framing the organisation with the National Art Pass.
Case Study
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Account Planning Group - (UK), Shortlisted, 2019
Justice4Grenfell, a community-led organisation, encouraged signatures of its petition for a more diverse inquiry panel into the Grenfell disaster by launching three billboards at the BAFTAs in the UK.
Case Study
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Account Planning Group - (UK), Entrant, 2019
British Red Cross, a charity, articulated the value exchange it can offer its audience to spark the Power of Kindness movement in he UK.
