Retail

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What’s working in home improvement retail

Article • WARC Category Intelligence, August 2018

Global strategies, campaign updates and trends in the home improvement retail category.

Womenswear in Western Europe

Article • Euromonitor Strategy Briefings, April 2018

A regional overview of womenswear in Western Europe, with an analysis of key companies and brands and forecast projections for the future of the category.

What's working in supermarkets and grocery

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the supermarkets and grocery category.

What's working in department stores

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the department stores sector.

McDonald's UK: Food, restaurants and people: promoting and protecting McDonald's license to operate

Case Study • SABRE Awards, EMEA, Corporate Media Relations, Gold, 2019

Fast-food brand McDonald’s delivered a reputation communications strategy that positioned it as a business changing for the better, to maintain and deepen trust among audiences in the UK and Ireland.

Iceland Foods Ltd: The Christmas advert that never was

Case Study • SABRE Awards, EMEA, Cause-Related Marketing, Gold, 2019

Iceland, the frozen foods supermarket, ran an integrated media campaign to communicate its ban on palm oil and to show its Christmas TV ad, which had been banned from TV.

Burger King: Explains a lot

Case Study • SABRE Awards, EMEA, Social Media/Social Networking Campaign, Gold, 2019

Fast-food brand Burger King used a single tweet against rap artist Kanye West to connect with young millennials.

Harvey Nichols: Broken Windows

Case Study • SABRE Awards, EMEA, Fashion & Beauty, Gold, 2019

London department store Harvey Nichols changed its name and staged a window-smashing exercise to become the most-talked-about department store during London Fashion Week.

Decathlon Bulgaria Ltd: Decathlon - Road to Malta

Case Study • SABRE Awards, EMEA, The Balkans, Gold, 2019

Sports and activity brand Decathlon created a multimedia campaign based around a running simulator to boost participation in sports in Bulgaria.

IKEA: TOG-ether

Case Study • SABRE Awards, EMEA, Retailers, Gold, 2019

Furniture retailer IKEA created a new duvet product, and used a gay couple to promote it and boost sales of bedding in the UK.

McDonald's: The smallest McDonald’s in the world

Case Study • SABRE Awards, EMEA, Word Of Mouth, Gold, 2019

Fast-food brand McDonald’s created a travelling restaurant in a bid to achieve strong sales of its summer menu and increase brand closeness and preference in the Netherlands.

Taco Bell: Big Bell

Case Study • SABRE Awards, EMEA, Publicity Stunt, Gold, 2019

Taco Bell, the US fast-food brand, harnessed the power of Big Ben and rickshaw drivers to launch its first London restaurants.

Burger King Kuwait: The Sun Flame Grilled Whopper

Case Study • SABRE Awards, EMEA, The Middle East, Gold, 2019

Fast-food brand Burger King created a viral campaign based on the power of the sun to boost post-Ramadan sales in Kuwait.

Coop: Old Milk

Case Study • SABRE Awards, EMEA, Multi-Country Programme, Gold, 2019

Supermarket brand Coop created a ‘perfume’ that smelled like sour milk to raise awareness of food waste and reinforce its sustainability brand credentials in Sweden.

McDonald's Polska: Welcome to McDonald’s Team!

Case Study • SABRE Awards, EMEA, The Baltic, Gold, 2019

Fast food brand McDonald’s used a multiplatform approach to boost its image as a good employer and attract employees of all ages in Poland.

eBay Corporate Services GmbH: THE unFORGOTTEN GOAL

Case Study • SABRE Awards, EMEA, Web-Based Business, Gold, 2019

Online retailer eBay rescued the physical goal in which the winning goal in the 2014 FIFA World Cup was scored, and invited fans in Germany to bid on it, to coincide with the 2018 World Cup.

Lidl Romania: Lidl's Best Hater Fan

Case Study • SABRE Awards, In2 EMEA, Best Meme/Viral Campaign, Gold

Lidl, the discount supermarket chain, increased reach and engagement on Facebook in Romania by acknowledging its haters online.

IKEA Romania: Equality Works Better

Case Study • SABRE Awards, In2 EMEA, Best in Social Good + Public Service, Gold

IKEA, the multinational furniture company, promoted gender equality in Romania to increase reach in the country.

India's food-delivery business becomes two-horse race

News • 21 May 2019

The struggle to turn a profit within India’s online food delivery sector is once again underlined as Ola and Uber are both reported to be scaling back marketing spend as well as customer incentives.

Target: the art of high-end fashion in a big-box retailer

News • 21 May 2019

Preppy clothes brand Vineyard Vines is the latest brand to launch a limited-edition range for big-box US retailer Target.

How mall giant Westfield flipped on customer centricity

Article • Brooke Hemphill, Event Reports, Mumbrella Retail Marketing Summit, March 2019

Previously shopping mall giants Westfield focused only on its retail tenants, but by re-orienting around local communities and shoppers, the company has been able to create better customer experiences.

Amazon is the world's most valuable retail brand

News • 17 May 2019

Amazon continues to top BrandZ’s Most Valuable Retailers rankings, but Chinese pure-plays are presenting some stiff competition.

Crate&Barrel finds a perfect home with podcast advertising

Article • Stephen Whiteside, Event Reports, ARF AUDIENCEXSCIENCE, April 2019

Crate&Barrel, the homeware retailer, successfully used podcast advertising as a means of promoting its wedding registry service.

How McDonald’s used app data to power digital OOH

Article • Sam Peña-Taylor, Event Reports, I-COM Data Creativity Awards, May 2019

In Australia, McDonald’s leveraged data from its Monopoly app to optimise its digital advertising and drive footfall in stores.

KFC: Make a Meal of It

Case Study • SABRE Awards, Africa, Social Media Campaign, Gold, 2019

KFC, a fast food restaurant brand, launched a TV campaign featuring a fake footballer taking a dramatic dive and rolling all the way to a KFC restaurant in South Africa to promote its brand during the FIFA World Cup.

McDonald’s marketing now offers an “emotional free sample”

Article • Stephen Whiteside, Event Reports, BRITE, March 2019

McDonald’s, the quick-service restaurant chain, is tapping into the power of emotional marketing as it seeks to break through with consumers.
What we know about e-commerce and social commerce

Article • WARC Best Practice, January 2019

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Competitive strategies in luxury goods

Article • Euromonitor Strategy Briefings, November 2018

Looks at the state of play for luxury corporates, as well as the competitive landscape and competitive outlooks.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
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.
How emotion really works in advertising

Article • Phil Barden, Admap Magazine, June 2018, pp. 10-13

Takes an in-depth look at the science of emotion and why some emotional ads sell, while others do not, examining what drives choice and what the role of emotions in decision-making really is.