Advertising best practice, evidence and insights

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.

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.

Data partnership lessons from Finnish retailer K Group and media owner Sanoma

Article • Alex Brownsell, Event Reports, Programmatic Pioneers Summit, May 2019

Finnish conglomerate K Group partnered with local media owner Sanoma to target audiences through motivational-based segmentation.

Don’t be afraid of marketing with a higher purpose says Burger King’s Machado

Article • Anil Thakraney, Event Reports, Zee MELT, May 2019

Burger King’s global CMO believes that brands must embrace a higher purpose and not be afraid to act on it to drive growth.

Kohl's piggybacks off Amazon

News • 10 July 2019

American department store Kohl’s has talked up its “single biggest initiative” of the year: taking in and processing returns of products bought from Amazon, in an effort to bring customers into its more than 1,100 stores around ...

Jarir: Back to School Blues

Case Study • Dana Alkutoubi, Rabie Hassoun, WARC Prize for MENA Strategy, Shortlisted, 2019

Bookstore brand Jarir reframed the back-to-school narrative with an outdoor, online and social media campaign to reassert its market-leading position in the category and boost sales of bags in Saudi Arabia.

Puck: Save The Cows

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2019

Food brand Puck's Blue Jar Cheese used a gamification strategy delivered through Snapchat to appeal to kids and mums and fight off other breakfast alternatives in Saudi Arabia and the United Arab Emirates.

McDonald's: The Official Sponsors of Losers

Case Study • Carl Bou Abdallah, WARC Prize for MENA Strategy, Shortlisted, 2019

Fast-food brand McDonald's employed a social media and on-ground strategy targeting losing football fans during the 2018 World Cup to drive footfall to restaurants in Lebanon.

Every Little Helps: How to use data to create an emotional connection

Opinion • Tim Mason, July 2019

Tesco has been one of the UK’s biggest retailers for nearly forty years. One of its greatest assets, the Clubcard loyalty scheme, helped create an emotional connection to customers that was a major contributor to growth.

HappyFresh goes in-house with rebrand as it courts millennials

News • 04 July 2019

Indonesia-based online grocery platform HappyFresh has launched a new branding campaign as it seeks to increase its affinity with millennial shoppers.

YouGov Ad of the Month – Singapore: Grab

Opinion • BrandIndex, July 2019

Grab, the Singapore-based technology company offering ride-hailing transport services, food delivery and payment solutions, is the brand which has achieved the highest uplift in its Ad Awareness over the past month.

Amazon adds Rite Aid to its US pick-up network

News • 01 July 2019

Amazon’s seemingly unstoppable expansion of its retail empire took another step forward last week with the news that it is teaming up with Rite Aid, the US pharmacy chain, to provide another secure outlet for shoppers to pick up their ...

China's craze for arcade games signals future of retail

News • 19 June 2019

Gamification is a well-accepted essential of marketing to Chinese millennials, but this is no longer restricted to the online environment, as a visit to the gaming arcades in the nation’s malls will attest.

Carrefour: Black Supermarket

Case Study • Cannes Creative Lions, Grand Prix, Creative Effectiveness Lions, 2019

Carrefour, the supermarket chain, proved its commitment to food quality and improved brand love through a direct campaign centred on a brand-owned experience in France.

KFC: FCK

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

KFC, the fast food brand, remedied its sales loss in the UK with an integrated campaign that brought back its iconic figurehead and used the reason for the chicken shortage as the anchoring message.

How Burger King drove mobile ordering

News • 18 June 2019

Mobile ordering is the future of QSR, according to the ECD behind Burger King’s Whopper Detour promotion that rocketed the burger chain’s ordering app to the top of the app download charts within a couple of days of its launch.

Centro Cuesta Nacional: Invisible Fish