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Pantene: BrA.I.ds of Strength

Rankings • WARC Media 100, 2021

Haircare brand Pantene encouraged women in Israel to donate hair for wigs for cancer sufferers by using AI to tell women if they were eligible to donate.

Always: Rabbi Bot

Rankings • WARC Media 100, 2021

Feminine care brand Always built equity and increased relevance among religious Jewish women in Israel by creating an app to resolve tensions around biblical commandments and menstruation.

How P&G reached an audience without mass-media channels

Article • Alex Brownsell, WARC Exclusive, April 2021

WARC asked Gal Swisa, Always Brand Leader at P&G Israel, and Gilad Kat, Mediacom’s Team P&G Communication Planning Director, about the success of ‘Rabbi Bot’.

IKEA: ThisAbles

Rankings • WARC Creative 100, 2021

IKEA, the furniture retailer, created a range of free add-ons to make existing IKEA products usable for people with disabilities in Israel.

Most adults will spend more online than in store this year

Data • Rob Clapp, WARC Data Points, March 2021

An overview of whether consumers across 31 markets will spend more money online than in stores this year.

Always: Always On Bat-Mitzvah

Case Study • Gilad Kat, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Feminine care brand Always created a virtual Bat Mitzvah to appeal to girls over 12, and their mums, in Israel.

Old Spice: Guest Starring… Old Spice

Case Study • James Barnett, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

Male personal care brand Old Spice engaged YouTubers to help run a meme-based campaign using brand ambassador Isaiah Mustafa to launch its anti-perspirants and body sprays in Israel.

Always: Rabbi Bot

Case Study • Gilad Kat, WARC Media Awards, Gold, Effective Use of Tech, 2020

Feminine care brand Always created an app to solve tensions around biblical commandments and menstruation to build equity and increase relevance among religious Jewish women in Israel.

Pantene: BrA.I.ds of Strength

Case Study • Gilad Kat, WARC Media Awards, Grand Prix, Effective Use of Tech, 2020

Haircare brand Pantene launched a multimedia campaign to encourage women in Israel to donate hair for wigs for cancer sufferers.

Oral B: You're Out!

Rankings • WARC Media 100, 2020

Dental care brand Oral-B boosted brand awareness in Israel by connecting religious authority to having clean teeth during Yom Kippur.

Pantene: Blend-In

Rankings • WARC Media 100, 2020

Hair care brand Pantene rejuvenated its Beautiful Lengths programme in Israel by showing people the value of a normal life.

IKEA: ThisAbles

Rankings • WARC Creative 100, 2020

IKEA, the furniture retailer, created a range of free add-ons to make existing IKEA products usable for people with disabilities in Israel.

Pantene: Blend-In

Case Study • James Barnett, WARC Media Awards, Gold and Platform Pioneer Special Award, Effective Use of Tech, 2019

Hair care brand Pantene reinvented the approach of its Beautiful Lengths programme to build hair donation momentum and reduce barriers to donating hair in Israel.

Oral-B: You're Out

Case Study • James Barnett, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Dental care brand Oral-B hijacked the holiest day of the year to encourage take-up of its electric toothbrushes in Israel.

Influencers in the media mix: Lessons from the 2018 WARC Media Awards

Article • Delon Wang, WARC Webinars, August 2019

Delon Wang, head of client services at WARC, looks at how, and why, influencers are being invested in like never before, and presents some success stories from the 2018 WARC Media Awards.

IKEA: ThisAbles

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

IKEA, a furniture retail company, hacked 13 of its popular products and used 3D printing to create special add-ons for people with disabilities in Israel.

Gillette: Babyface

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Gillette, a shaving brand, reversed a decline in sales in Israel by targeting new and expectant dads with a video campaign that showed the importance of skin-to-skin contact with their newborns.

Pantene: Beautiful Lengths

Rankings • WARC Media 100, 2019

Pantene, the hair-care brand, revived the Beautiful Lengths campaign in Israel by communicating the opportunity to remove a cancer sufferer from a billboard.

Gillette: BabyFace

Rankings • WARC Media 100, 2019

Shaving brand Gillette targeted new dads via a multimedia campaign to try to become relevant again among Israel's beard-loving millennials.

Gillette: I Don't Roll On Shabbos

Rankings • WARC Media 100, 2019

P&G’s toiletry brand Gillette boosted its deodorant sales in Israel by providing the Jewish community with 48-hour deodorant protection.

Behind the Media 100 Rankings: Reaching the ‘unreachable’ Orthodox community in Israel

Rankings • Gilad Kat, Rankings Articles, March 2019

Gillette ranks number one on WARC’s Media 100 rankings with its campaign to persuade Orthodox Jews to test its 48-hour formula deodorant product.

Gillette: BabyFace

Case Study • Gilad Kat, WARC Media Awards, Shortlisted, Effective Use of Tech, 2018

Shaving brand Gillette targeted new dads via a multimedia campaign to try to become relevant again among Israel's beard-loving millennials.

Pantene: Beautiful Lengths

Case Study • Gilad Kat, WARC Media Awards, Silver, Effective Channel Integration, 2018

Hair care brand Pantene in Israel decided to revitalise its Beautiful Lengths campaign, a global charity drive that enables people to donate hair for women who have lost their own due to cancer treatment.

Gillette Deodorants: I Don't Roll On Shabbos

Case Study • Gilad Kat, WARC Media Awards, Gold, Effective Channel Integration, 2018

Gillette deodorant used a multimedia approach, Biblical texts and a battle of synagogues to appeal to the Orthodox Jewish community in Israel.

Pan-European Crowd-Sourcing Puts Innovation Back at the Heart of Europe’s #1 Workplace Water and Coffee Provider

Research Paper • Guy White and Jean-Marc Bollinger, ESOMAR Conference papers, Fusion, 2018

Eden Springs, a water cooler and Office Coffee Machine Supplier, launched employee crowds across Europe to test innovation pilots to bring innovation back into the category.

Vodafone Egypt: How to make small seem big

Case Study • Jay Chiat Strategic Excellence Awards, Grand Prix, October 2013, pp. 0-0

This case study describes a campaign in Egypt by Vodafone, the mobile telecommunications company, to promote micro credit recharge cards in a way that built on local culture.
2020 MENA Strategy Report: Insights from the WARC Prize for MENA Strategy

Article • WARC Exclusive, September 2020

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2020 WARC Prize for MENA Strategy.
Coca-Cola: Uniting through music

Case Study • Tahaab Rais, WARC Awards, Entrant, Effective Content Strategy, 2017

This case study explains how Coca-Cola used a music-based branded content platform and a campaign across TV, social media and on-ground, to connect people in Arab countries by encouraging them to sing together.
Bentley: An Extraordinary Journey to the Future

Case Study • Hanna Lubin, WARC Awards, Entrant, Effective Content Strategy, 2020

Luxury automotive brand Bentley changed perceptions of a new younger audience in the UK through the use of innovative, compelling content.
KFC: Scroll-Thru

Case Study • Damayanti Purkayastha, WARC Awards, Silver and Path-To-Purchase Award, Effective Social Strategy, 2020

KFC Arabia created an innovative drive-thru experience to boost revenue and increase take-up of its online delivery business in the Middle East.
Global advertising spend to fall by 8.1% in 2020

Data • Rob Clapp, WARC Data Points, May 2020

An overview of advertising spend forecasts for 2020 by market, product vertical, media and format.