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WARC Best Practice, August 2019
Provides marketers with information and guidance about using native advertising.
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WARC Category Intelligence, January 2019
Global strategies, campaign updates and trends in content marketing.
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Rebecca Lieb, WARC Best Practice, October 2017
This article provides best practices for successful native advertising campaigns, including how to plan a content strategy and how to approach the three main players in the native landscape: publishers, social media platforms and technology vendors.
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Shafqat Islam, WARC Best Practice, November 2016
This article argues that planning, creating, distributing and optimising valuable content can drive brand awareness, spark lead generation and deliver business value.
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Stephen Whiteside, Event Reports, 4A's Strategy Festival, October 2019
XFINITY, the cable TV and online services brand, engaged an audience of millions with a campaign that drew on the mass appeal of reality television.
Case Study
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Best Media Strategy, Consumer Products, Cosmetics, toiletries, personal hygiene, 2019
ITC’s Engage, the first deodorant brand that puts men and women on a par with one another, sought to increase category penetration beyond metros and move market share for the overall Engage portfolio in India.
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Best Media Innovation, Branded Content, 2019
Asian Paints sought to establish itself as a source of inspiration for home decor in India with a high-reach campaign that built on the success of its earlier ‘Where the Heart is’ and ‘Young & Attractive’ messages.
Case Study
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Best Media Innovation, Branded Content, 2019
Mountain Dew, a soft drink brand produced by PepsiCo, increased awareness and preference among millennials in India by launching a film with an extreme sports athlete that saw him tackle the most dangerous peak in the world.
Case Study
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Best Integrated Campaign, Consumer Products, Confectionery and food, 2019
Sugar Free, the market leader in India's artificial sweetener category, increased penetration with a 'sugar-free India' message and induced shoppers to opt for Sugar Free as the healthier option to cane sugar.
Case Study
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Best Media Strategy, Consumer Products, Others, 2019
Nicotex, a nicotine gum brand, encouraged consumption in India by launching an episodic reality series that saw ex-smokers and intended quitters travel to Everest Base Camp and quit smoking, their own personal Everest.
News
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05 November 2019
Jeep, the auto marque owned by Fiat Chrysler Automobiles (FCA), has made innovative use of music partnerships to engage consumers, as well as to create impactful TV spots.
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Geoffrey Precourt, Event Reports, ANA Masters of Marketing Conference, October 2019
Jeep, the auto marque, believes that music can help magnify the impact of its marketing spend in powerful ways.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Toyota, the automotive manufacturer, increased sales of its AYGO car in the UK with a campaign that created buzz around the launch of a new model.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Volvo, the automotive company, turned an unloved salience driver into a cornerstone of brand building in its UK campaign.
Case Study
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Account Planning Group - (UK), Bronze, 2019
Plastic Oceans International, a global non-profit organisation that addresses the issue of plastic pollution, created a campaign about a new country comprising a floating patch of plastic off the coast of Hawaii, which reached over 101 million people and incited 240,906 signatures on a petition.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Baileys, the alcoholic drink brand, launched a social campaign globally, which gave Baileys a fun, compelling role within amateur baking.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Think!, the UK government's designated road safety campaign, launched a campaign to reach a disproportionately vulnerable audience, young male drivers aged 17-23 in a push to combat recklessness and save lives.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Whiskas, the cat food brand, created a branded content platform to consolidate its position in the UK as the reference in cat care and stand out in a crowded arena.
Case Study
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Account Planning Group - (UK), Silver, 2019
Ella's Kitchen, a baby food brand, created a new communications model designed to support British parents in the process of weaning their children while increasing revenue by £14.6m.
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Geoffrey Precourt, WARC Exclusive, October 2019
Agritecture is a consultancy, content provider and community-building organization that focuses on urban farming, and has leaned on many traditional marketing strategies to build its brand.
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08 October 2019
Branded content is growing fast in India, taking 10% of media budgets, but the Gujarat Cooperative Milk Marketing Federation has no intention of deploying its famous Amul girl in this context.
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Anil Thakraney, Event Reports, iStream Congress, September 2019
Telling genuine stories that resonates with consumers must be a priority for any successful branded content strategy, according to panellists from Amul, Colgate-Palmolive and TVF.
Case Study
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ARF Ogilvy Awards, Bronze, 2019
American Student Assistance (ASA), a non-profit organisation, created content for Gen Z audiences in the US to give them practical information on a wide array of career options.
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26 September 2019
Brand mentions in a podcast deliver higher engagement and achieve cut-through even with ad avoiders, according to new research from the BBC and Neuro-Insight.
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Sam Peña-Taylor, Event Reports, SportsPro Fan Conference, September 2019
Formula 1, the auto racing series needed to appeal to a broader set of fans outside of its core markets and chose to partner with Netflix on a series that could tell a more relatable story about the sport.
