Advertising best practice, evidence and insights

Article • Euromonitor Strategy Briefings, August 2018

Offers an industry overview of computers and peripherals in the US, which includes key trends and developments in addition to market data.

What’s working in mobile devices

Article • WARC Category Intelligence, June 2018

Global strategies, campaign updates and trends in the mobile devices category.

What's working in gaming

Article • WARC Category Intelligence, June 2018

Global strategies, campaign updates and trends in the gaming category.

OPPO has 'simple and focused' strategy

News • 12 December 2018

Chinese smartphone maker OPPO follows a “simple and focused” strategy when it comes to marketing and advertising in India, according to its local brand director – but this approach has entailed significant investment which has yet ...

Need for Speed: EA Games & Need for Speed Payback

Case Study • Linda Fagerlund, Luke Chan, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Gaming company EA used influential car-modification content creators to create a digital campaign to launch its Need for Speed Payback driving game in Australia.

Google: The battle of the campaign effectiveness methodologies: can two diverse approaches deliver one truth?

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

Google, a multinational technology company, created two studies that delivered empirical findings to uncover the effectiveness of an offline campaign in France.

A code for customer-centricity: ten principles to win brand love

Article • Low Lai Chow, Event Reports, Grow with HubSpot, October 2018

Consumers are becoming more skeptical and less patience in their interactions with brands – building brand love is more important than ever.

Asian Strategy Report: Lessons from the 2018 WARC Prize for Asian Strategy

Article • WARC Exclusive, November 2018

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2018.

SAP: Finding a buried treasure – How SAP created its Demand Centre

Case Study • Ronnie Thomas, Penelope Siraj. Janelle Vila, WARC Media Awards, Shortlisted, Best Use of Data, 2018

SAP, the software company, increased leads and decreased cost per lead by changing how it dealt with decision-making executives who moved company in Asia.

Adobe paints a new marketing picture to promote Photoshop

Article • Reed Karaim, Event Reports, DMA &Then, October 2018

Adobe, the software company, leaned in to a new strategy to promote its Photoshop tool that is used for creating and editing graphics, photos and artwork.

Microsoft tracks 'cross-brand halo' of ads

News • 08 November 2018

Microsoft, the tech giant, has made significant progress in tracking how a campaign for one brand impacts the other products within its portfolio – or what is called the “cross-brand halo” from advertising.

Age checks for China's online gamers

News • 06 November 2018

In a move that is likely to have big ramifications for China’s booming gaming industry, Tencent has announced it will require all players to identify themselves so their ages can be checked against police databases.

Samsung: More than Selfie

Case Study • Wilda Martin, Christian Widi Nugraha, WARC Prize for Asian Strategy, Entrant, 2018

Samsung, the mobile and smartphone manufacturer, grew sales and improved public opinion by running an advertising campaign in Indonesia focusing on the emergence of high-definition video in its products.

SAP: Finding a buried treasure

Case Study • Janelle Vila, Penelope Siraj, Ronnie Thomas, WARC Prize for Asian Strategy, Entrant, 2018

SAP, a technology company, grew its sales in Asia by changing its approach to customer acquisition.

Samsung India: Creating brand love through the haze of cricket love

Case Study • Ruchi Kohli, Ayan Banik, Puneeta Trivedi Bhatnagar, Tarvinderjit Singh, WARC Prize for Asian Strategy, Entrant, 2018

Samsung used social media to highlight the existence of its Technical Schools initiative and drive brand visibility in India.

Samsung Galaxy A9 Pro: Bold Shorties

Case Study • Ruchi Kohli, Ayan Banik, Tripti Surana, Aneesh Jaisinghani, WARC Prize for Asian Strategy, Entrant, 2018

To promote its Galaxy A9 Pro smartphone in India, Samsung used a unique campaign to break out of the battery war and stand apart from the competition.

PlayStation: Play Everything

Case Study • Abigail Kwek, Natalie Gruis, WARC Prize for Asian Strategy, Entrant, 2018

Gaming console brand Sony PlayStation used mobile, outdoor, print, online, in-store, on-ground and social activations to launch its PS4 console in key Southeast Asian markets and convince families and casual gamers to purchase and play.

Samsung Galaxy A: Leading technology and innovation

Case Study • Saravanan Mudaliar, Citra Sulaksana, WARC Prize for Asian Strategy, Entrant, 2018

Mobile phone brand Samsung used a personalised digital campaign to defend its position and drive purchase of its new Galaxy A 2017 smartphone in Indonesia.

Livpure: Cutting Paani

Case Study • Shivendra Dikshit, WARC Prize for Asian Strategy, Entrant, 2018

Livpure, a water purifier brand, encouraged people in India to preserve water with a digital and social media campaign built on a colloquialism.

JP Series: A digital branding campaign for room air conditioners in APAC

Case Study • Kento Sakuma, Nick Ashley, Mamoru Kotani, Kohei Matsui, WARC Prize for Asian Strategy, Entrant, 2018

Mitsubishi Electric, an appliances manufacturer, used a TV ad to increase sales of its new JP series air conditioner across Asia.

Google Search: Selalu Tau Musik – Always Know Music

Case Study • Fernando Sarael, Annisa Dewi, WARC Prize for Asian Strategy, Entrant, 2018

Google Indonesia used a video-based campaign to promote its Google Search App (GApp) as the music platform of choice for users in Indonesia.

Baidu challenges Google with new AI translator

News • 26 October 2018

Internet giant Baidu, operator of the largest search engine in China, plans to launch a new tool powered by artificial intelligence (AI) that it claims can translate languages in real time.

Nintendo Co Ltd (Leisure and entertainment)

Article • Euromonitor Profiles, October 2018

This Company Profile from Euromonitor provides key details and analysis of Nintendo Co Ltd.

Market Research – Connecting Data and Driving Lifetime Value

Research Paper • Jon Derome, Megan Lau and Robert Graves, ESOMAR, Congress, 2018

Microsoft, a technology company, details its journey to connect data across its customer ecosystem through influencing, changing management, and creating the LTV initiative globally.

How SONOS Understands Drivers of NPS by Using AI: Better, faster, cheaper – Understanding of loyalty drivers by analyzing NPS’ open text responses with AI

Research Paper • Frank Buckler and Dennis Brosnan, ESOMAR, Congress, 2018

Sonos, an US consumer electronics company, shapes its product development strategy by analysing open text responses, but wanted to categorise them into meaningful content strategies.

Technology & electronics