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Inside Iceland and Greenpeace's struggle against palm oil

News • 18 April 2019

Iceland made headlines last Christmas for its strident ad against the use of palm oil, which the supermarket chain said it would excise from is own-brand products.

The UK's best campaigns and companies 2019

Rankings • Rankings Articles, April 2019

Explore WARC’s pick of the UK campaigns, and agencies working on campaigns in the region, that performed best over the past year.

In the age of Brexit, brands pick a side

News • 18 April 2019

Brands in the UK are treading a strange new philosophical path: are they about internationalism or are they about location and place, and its more abstract extension, nation? In the face of Brexit, some brands are considering a new localism that ...

M&M’s: Mixing up a social storm

Case Study • Michael Case, WARC Awards, Shortlisted, Effective Social Strategy, 2019

M&M's, the confectionery brand, ran a social media campaign that successfully drove sales in the UK.

How a cartoon orang-utan drove awareness for Iceland and Greenpeace

Article • Brian Carruthers, Event Reports, Advertising Week Europe, March 2019

UK supermarket Iceland and campaign group Greenpeace’s created the extremely popular Rang-tan film, which caused a stir in 2018 for its anti-palm oil message.

Starbucks: Starbucks & Social – How Starbucks created the fourth place in coffee culture

Case Study • Rachael Lake, Matthew Philip, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Starbucks, the coffee company and coffee house chain, ran a social media campaign that successfully drove sustainable, long-term growth in the UK market.

Carlsberg (was) probably not the best beer

News • 16 April 2019

Carlsberg is undergoing a complete overhaul in the UK – with a ‘rebrew’, more premium positioning and a greater appeal to women – as the beer brand concedes it had not been living up to its long running tagline.

Gymshark: building a social media community and a business

Article • Emily Barley, Event Reports, Internet Retailing Expo, April 2019

Fast-growing British fitness and apparel brand Gymshark has built its success around a community of fans and a smart approach to social media.

Just 11% of UK consumers 'enjoy' advertising

News • 12 April 2019

Brands risk alienating consumers and damaging the effectiveness of their campaigns if they over-target their ads, according to a new survey that warns of growing antipathy towards advertising in the UK.

Tech Tracker Q1 2019

Article • Research on WARC, Ipsos Connect, Q1 2019

Trends in internet usage, tech ownership and the connected home in Great Britain in Q1 of 2019.

Virgin Trains: Hot Spots and Hell Spots

Case Study • Tamara Cross, WARC Awards, Shortlisted, Effective Innovation, 2019

Virgin Trains, the British trains operator, increased journey numbers in the UK by a data-driven, targeted campaign through TV, radio and DOOH.

The perennials: The future of ageing

Article • Research on WARC, April 2019

Looks at our ageing societies and the challenges and opportunities they face as ageing generations are having larger effects on populations around the world.

Local news publishers buy in automated news

News • 10 April 2019

A total of 329 print, digital and radio outlets across the UK are now using stories generated by Radar, the Press Association’s automated news service.

Robinsons: Revitalise

Case Study • Harriet Sanders, WARC Awards, Shortlisted, Effective Innovation, 2019

Robinsons, the long-standing UK fruit squash brand, turned around declining sales by revitalising its core range of soft drinks to deliver volume and margin growth for brand owner Britvic.

Jo Malone: Effective Innovation for Jo Malone London

Case Study • Richard Calvert, Louisa Osmond, WARC Awards, Shortlisted, Effective Innovation, 2019

British fragrance house Jo Malone London (JML) ran a personalised email campaign driven by AI and data to increase rate of repurchase and drive sales among its customer base.

Missguided: Missguided Styles Love Island

Case Study • Sarah Rostron, Alydia Noble, WARC Awards, Shortlisted, Effective Innovation, 2019

Missguided, the UK-based online female fashion retailer, drove brand awareness, purchase intent and increased sales by partnering with the UK smash-hit TV programme, Love Island, to make its clothes instantly saleable to viewers on a dedicated app.

Upgrading easyJet's cross-screen strategy

Opinion • Sophy Part, April 2019

WARC Media Awards winner Sophy Part, Business Director at OMD UK, writes that the future of cross-screen planning does not entail a complete move to super targeted addressable advertising.

The Mere Exposure Effect: Understanding how marketers can optimise emotional responses to OOH ads

Article • Jennie Roper and Dr Alistair Goode, WARC Exclusive, March 2019

Media company Kinetic turned to the Mere Exposure Effect to gain a better understanding of how to apply behavioural cognitive science to today’s advertising industry, and made several discoveries.

Facebook involves the Telegraph in PR campaign

News • 05 April 2019

Facebook, which has been the focus of negative headlines for years, is seeking to improve its image in the UK by paying The Daily Telegraph to publish positive stories about itself.

Generation Z: beyond social

News • 04 April 2019

Marketers wanting to to get through to Generation Z may like to start with the idea that they're actually less different to other generations than one might imagine.

Financial Times reaches a million paid-for readers

News • 02 April 2019

Total paid-for readership of the Financial Times has broken through the million-reader mark for the first time, according to owner Nikkei.

The importance of creativity in reviving the Birds Eye brand

Article • Brian Carruthers, Event Reports, Creative Excellence and Effectiveness, March 2019

Frozen food brand Birds eye embraced creativity – in the broadest sense – to help turn around a declining brand.

Tackling global challenges through cause-related marketing: How brands should promote their support to social causes

Article • Benedetta Crisafulli, Jaywant Singh and La Toya Quamina, Admap, April 2019

Investigates how consumers respond to guilt-arousing messages in cause-related advertising to provide advise to marketers looking to use this tactic.

#PassOnPlastic: Sustainability across the business at Sky

Opinion • Fiona Ball, April 2019

As part of Admap's April issue on sustainability, Fiona Ball, group head of responsible business, Sky, details the launch of Sky Ocean Rescue, an initiative that sets out to stop our oceans from drowning in plastic, while also inspiring Sky's customers to make simple everyday changes.

Coca-Cola launches its first branded energy drink

News • 01 April 2019

Coca-Cola will launch its first energy drink in the UK under the Coca-Cola brand in a move that will put it in direct competition with market leaders Red Bull and Lucozade, as well as Monster, in which Coca-Cola has a minority stake.

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.