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The show must go on: Delivering successful partnerships during lockdown

Opinion • Lydia van den Dries, January 2021

Lydia van den Dries shares how brands including Johnson & Johnson, Just Eat and Barbie have continued to partner with publishers and content creators during lockdown.

Publishers prioritising subscriptions over display ads

Data • Rob Clapp, WARC Data Points, January 2021

An overview of publisher revenue priorities in 2021 and how this compares to 2019's priorities.

Pants Bear: Learning life one adventure at a time

Case Study • WARC Cases, 2020

Children’s education and entertainment brand Pants Bear launched in Malaysia with a content strategy tailored around cultural moments and learning activities.

Volkswagen Malaysia: Buckle Up

Case Study • WARC Cases, 2020

Automobile brand Volkswagen brought attention to the issue of children’s car safety in Malaysia through a social-first content campaign.

Changing gears for the post-COVID shopper

News • 22 December 2020

Shoppable content and immersive commerce formats are increasingly important aspects of the online shopping experience for buyers unable or unwilling to venture into physical stores.

How storytelling during the pandemic is paying off for tourism brands

Opinion • Johnny Ng, December 2020

SCMP’s Johnny Ng breaks down the power of story in breaking through a cluttered media landscape and how native advertising can help brands be more effective in engaging with consumers.

The future of OTT in Asia: A playbook on how to grow your OTT services

Article • Brightcove, Research on WARC, December 2020

This report uncovers insights that will aid media companies, broadcasters, OTT streaming services and content owners in charting their own future in OTT.

Why shoppable content is irresistible and impactful in the new normal

Article • Rico Chan, WARC Exclusive, December 2020

Shoppable content provides a frictionless ‘browsing-to-buying’ window for brands.

2020 will force brands to shift focus from media to consumer attention

Opinion • Christian Polman, December 2020

2020 has been a challenging year for almost every industry. Organisations have put a necessary focus on cutting costs to survive the period of turmoil – the effects of which continue to reverberate across business and society. As the full economic toll of COVID-19 continues to sink in, there’s little doubt that one major casualty has been the marketing and media industry, as the last IPA Bellwether report showed .

Harnessing powerful storytelling: A new framework to measure the method behind the magic

Research Paper • Collin Leirvik, Renata Policicio, ESOMAR Conference papers, Insights Festival, 2020

US cable sports channel ESPN created a new storytelling framework to determine whether measuring its effectiveness could directly influence business growth.

How NI sustained demand generation in the absence of live events

Article • Brian Carruthers, Event Reports, DMWF Virtual, September 2020

When the pandemic led to the cancellation of its flagship event, test and measurement company NI had to rethink not just the event itself, but the entire marketing approach built around it.

Levi's: What does performance mean to you?

Case Study • Lea Rayssac-Baures, Phoebe Mallinson, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Clothing brand Levi's partnered with lifestyle brand Huck to celebrate modern masculinity, and drove an increase in brand consideration for its Performance range among men across Europe.

HP: Future X – The Future of Work

Case Study • Bella Handfield, Scindya Datt, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

HP, the technology company, launched its Elite Dragonfly laptop in Singapore, Korea, Australia and India with the Future X content series.

Old Spice: Guest Starring… Old Spice

Case Study • James Barnett, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

Male personal care brand Old Spice engaged YouTubers to help run a meme-based campaign using brand ambassador Isaiah Mustafa to launch its anti-perspirants and body sprays in Israel.

Timberland: Concrete Green with Loyle Carner

Case Study • Hannah Savage, WARC Media Awards, Gold and Collaboration With An Influencer Award, Effective Use of Partnerships and Sponsorships, 2020

Timberland, the footwear brand, partnered with musician Loyle Carner to increase sales in the UK.

Dove: Dove Reshapes Stock Imagery To Shatter Beauty Stereotypes

Case Study • Chris McCraw, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Dove needed to reclaim ownership of the 'real beauty' conversation to drive sales and penetration in the United States.

British Heart Foundation: 24hrs in A&E Special

Case Study • David White, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2020

Charity organisation, the British Heart Foundation, partnered with a popular TV show to drive donations and increase awareness in the UK.

Why creativity is at the core of sports marketing

Article • Mukta Lad, Event Reports, Mumbrella Sports Marketing Summit, October 2020

At the Mumbrella Sports Marketing Virtual Summit, panellists shared insights on where Australia stands in the sports marketing landscape.

AT&T: Foundations for 5G

Case Study • Jason Jahn, WARC Media Awards, Entrant, Effective Use of Tech, 2020

AT&T Business, the telecommunications company, created a unique content series to showcase the benefits of upgrading to 5G in the US.

Grab: Delivering Bazar Ramadan to every Malaysian home

Case Study • Li Ping Ko, Pamela Chia, WARC Media Awards, Silver, Effective Use of Tech, 2020

Malaysia food delivery app Grab created e-bazaars for Ramadan to replicate traditional street food fairs, giving customers access to a range of foods, vendors an income, and growing app usage, sales and brand metrics.

OMO: The 100 Stains Challenge

Case Study • Tahaab Rais, Anna Sadykoova, WARC Media Awards, Bronze, Best Use of Data, 2020

Laundry detergent brand OMO harnessed the power of data-driven targeting to deliver its stain removal message to mums, increase consideration and boost usage in the Middle East.

Marketers need to get smarter with content

News • 25 November 2020

Expectations that brands will be part of culture have become much higher thanks to COVID-19; research from Havas indicates the onus is on marketers to actively provide meaningful content and the means through which consumers can interact with the bra

AT&T: Custom Growth Guides

Case Study • Jason Jahn, WARC Media Awards, Entrant, Best Use of Data, 2020

AT&T Business, the telecommunications company, used a targeted content series to engage midsize businesses in the US.

Ski-Doo: Escape Mountain

Case Study • WARC Media Awards, Entrant, Effective Channel Integration, 2020

Snowmobile maker Ski-Doo appealed to younger skiers and snowboarders with a TV and online episodic content series and grew market share to a record high in North America.

Herbalife Nutrition: APAC Healthy Breakfast campaign

Case Study • ARF Ogilvy Awards (US), Bronze, 2020

Herbalife Nutrition, a dietary supplement brand, launched its informative Healthy Breakfast Campaign to combat rising levels of obesity in APAC.

2020 Content Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, August 2020

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2020 WARC Awards.
Effective Content Strategy Report: Lessons from the 2019 WARC Awards

Article • WARC Exclusive, December 2019

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2019 WARC Awards.
What’s working in content marketing

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in content marketing.
What's working in entertainment & media

Article • WARC Category Intelligence, August 2020

Global strategies, campaign updates and trends in the entertainment and media category.
How to plan an effective content marketing strategy

Article • 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.
Life after lockdown: The new normal on YouTube

Article • Research on WARC, September 2020

The collective experience of lockdown inspired people to look for attainable authenticity and focus on productive entertainment.