Advertising best practice, evidence and insights

National Geographic prepares for the 5G-powered content future

Article • Stephen Whiteside, Event Reports, CES 2019, January 2019

National Geographic, the media organization, believes that the introduction of 5G connectivity could have a powerful impact on its storytelling efforts.

The New York Times explores 5G-powered journalism

Article • Stephen Whiteside, Event Reports, CES 2019, January 2019

The New York Times, the news brand, is preparing for the next-generation journalism opportunities that will be provided by 5G connectivity.

NOW TV: Without women there are no stories to tell

Case Study • Giada Divisato, Luigi Mauriello, Silvia Giacomazzi, Alessandro Pastore, WARC Media Awards, Entrant, Effective Channel Integration, 2018

NOW TV, the internet TV by Sky, used Women's Day as an opportunity to make a statement and connect with millennials in Italy.

War of words between CBS and Nielsen highlights changing TV habits

News • 08 January 2019

The deadlock between CBS, America’s most popular TV network, and ratings company Nielsen continues, with many seeing it as a fundamental challenge to the way viewership is measured.

Korean OTT fights back

News • 07 January 2019

Faced with the twin threats of YouTube and Netflix, Korean OTT providers are joining forces to create a single platform with more than 13 million subscribers.

Star ramps up IPL target

News • 04 January 2019

Star India, which owns the broadcasting rights for the India Premier League (IPL), is reported to be targeting a 17% increase in ad sales for the 12th season of the tournament, despite the complications surrounding this year’s event.

Netflix movie success points to new direction

News • 04 January 2019

With the success of a couple of its original movies over the Christmas period, Netflix is finally staking a claim as a player in this market and, according to one observer, laying the groundwork for a potential new marketing revenue stream.

Re-generating an icon: BBC’s three-stage launch for the new Doctor Who

Article • Brooke Hemphill, Event Reports, Mumbrella Entertainment Marketing Summit, November 2018

With viewer numbers dropping, BBC sought to make major changes in its three stage re-generation of the Doctor Who brand.

Virgin Radio's new Chris Evans show will have no ads

News • 21 December 2018

Chris Evans, the British celebrity radio DJ, will present his final show for BBC Radio 2 on Christmas Eve before moving to Virgin Radio, where a pioneering deal with Sky means the commercial station will broadcast his new show completely free of ...

Australia's competition watchdog puts duopoly in the crosshairs

News • 11 December 2018

Australia’s Competition and Consumer Commission has unveiled proposals that aim to force two of online advertising’s most significant companies – Google and Facebook – to cede the dominant position they have developed.

The New York Times: World Press Freedom Day

Case Study • Jay Potash, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

American newspaper The New York Times drew attention to the need for a functioning free press in the US through a multichannel strategy around World Press Freedom Day.

Otro: The Messi and Neymar-backed app signalling football's shifts

News • 04 December 2018

Footballers are more powerful than they have ever been, not only in financial terms but in the power of their individual brands, a trend exemplified by a new app, Otro.

ITV and Channel 4: BVOD – Project Firefly

Research Paper • MRS Awards, Finalist, MRS Award for Media Research

Channel 4 and ITV, both TV channels, joined forces to deliver the most comprehensive exploration of BVOD (broadcaster video on demand) viewing behaviours of British people and its impact on advertising effectiveness.

ITV: Factual Labs

Research Paper • MRS Awards, Finalist, Jeremy Bullmore Award for Creative Development Research

ITV, a British TV broadcaster, set out to explore how viewers in the UK perceive the Factual TV landscape and identify where viewer interest and excitement lay for future factual programming, for ITV and other broadcasters.

BBC World Service: The People Problem

Research Paper • MRS Awards, Finalist, MRS Award for Social Media Research

The British Broadcasting Corporation looked into the people who were engaging with it on different digital platforms on a global scale.

Arcos Dorados Comércio de Alimentos Ltda: The Tasty Drive

Case Study • MMA Smarties, Bronze, LATAM, 2018

McDonald's, a fast food company, partnered with automobile manufacturer Renault to create a unique experience for Renault test drivers.

Arcos Dorados Comércio de Alimentos Ltda: McBot

Case Study • MMA Smarties, Silver, LATAM, 2018

Fast-food restaurant McDonald's revived its once-popular tray liners in Brazil by making them the means to interact with an engaging Messenger bot.

Vivo Ads: The Vivo Ads Challenge

Case Study • MMA Smarties, Gold, LATAM, 2018

Vivo Ads, a mobile media platform, attracted advertisers to its platform by launching ‘The Vivo Ads Challenge’ in Brazil.

Bauer Media, Dennis Publishing, Haymarket Media Group and Immediate Media: The Priming Effect – How advertising intensifies motoring magazines’ impact on buying behaviour

Research Paper • MRS Awards, Winner, MRS Award for New Consumer Insights

Bauer Media collaborated with fellow media owner companies Dennis Publishing, Haymarket Media Group and Immediate Media to attain new insight into how motoring media and car advertising affect car buying behaviour in the UK.

Auto Trader Group: The Car Buyers Report – not new, not used but next

Research Paper • MRS Awards, Finalist, MRS Award for Applications of Research

Auto Trader, a digital automotive marketplace, was able to shed its reputation among UK consumer as a place for ‘cheap second hand cars’ and delivered a twelvefold ROI.

Reclame Aqui: Corruption Detector

Case Study • MMA Smarties, Gold, LATAM, 2018

Reclame Aqui, a Brazilian complaints website, exposed corrupt politicians during elections in Brazil by launching a mobile app that used political data to highlight corrupt politicians when a phone was pointed at them.

Warner Bros. Entertainment: Player Number 1

Case Study • MMA Smarties, Silver, LATAM, 2018

Warner Bros, an entertainment company, launched an adwords campaign that created Easter egg hunts on Facebook to promote the film adaptation of the book Ready Player One in Brazil.

Méliuz: Engaging app's users through a location-based strategy

Case Study • MMA Smarties, Finalist, LATAM, 2018

Méliuz, a cashback platform, created push notifications for mobile users in its affiliate supermarkets, offering them the best cashback deals to encourage engagements with its mobile app in Brazil.

Buscape Company: Consumer Day Brazil Experience

Case Study • MMA Smarties, Silver, LATAM, 2018

Buscapé, a comparison shopping service, increased awareness and sales in Brazil by launching an influencer campaign to celebrate Consumer's Day.

Warner Bros. Entertainment: Tomb Raider

Case Study • MMA Smarties, Bronze, LATAM, 2018

Warner Bros. Entertainment, an entertainment company, used Facebook to reach Brazilian fans of the Tomb Raider game.

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