Advertising best practice, evidence and insights

Article • WARC Best Practice, July 2019

Provides guidance on using packaging to create standout for brands and drive purchase consideration.

How to use design in today's fragmented media mix

Article • Katie Ewer, WARC Best Practice, September 2017

This paper provides a best-practice guide for using graphic design, including packaging design, in the marketing mix to build brand equity.

A data-driven and user-centred approach for health communication in the digital age

Article • Oliver Childs, Admap, January 2020

Details strategies to ensure digital health communications projects are successful – and inclusive.

Data regulation drives the digital experience opportunity

Article • Gabe Morazan, WARC Exclusive, December 2019

Looks at how brands can use newfound data awareness to actually drive improved digital experiences for their users.

Greenhouse by Wells Fargo: An “endorsed brand” that mixes historic equity with startup energy

Article • Stephen Whiteside, Event Reports, Money 20/20, October 2019

Greenhouse by Wells Fargo, a financial-services offering centered around a mobile app, has based its approach on using digital tech to solve long-term consumer painpoints.

Plastic packaging: Global evolution of pet bottles in a sustainability-focused world

Article • Euromonitor Strategy Briefings, December 2019

Discusses the trends and influencers for PET bottles in the global retail consumer goods marketplace.

How Tesco used insight to guide the strategy and execution of a new entry tier range

Case Study • MRS Awards, Finalist, MRS Award for Applications of Research, 2019

Tesco, a supermarket brand, used insight to guide its strategy and execution of a new entry tier range, to fight back and reclaim its brand position among competitors in the UK.

Trends from the Marketer's Toolkit 2020

Article • David Tiltman, WARC Webinars, November 2019

David Tiltman, VP of content at WARC, looks at what senior marketers are most excited about and worried by in the year ahead.

Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.

Marketer's Toolkit 2020: The Greta Effect (Society)

Article • WARC Trends, November 2019

Part of WARC's Marketer’s Toolkit 2020, this chapter offers a deep dive into social and consumers trends that brands are prioritising in 2020.

Foodbank Western Australia: Hungry Puffs

Case Study • Hannah Muirhead, WARC Media Awards, Gold, Effective Channel Integration, 2019

Hunger charity Foodbank Western Australia created a new cereal brand, consisting of an empty box, to raise awareness and funds in the run-up to Christmas in Western Australia.

KFC: Buckethead Army

Case Study • James Barnett, WARC Media Awards, Silver, Effective Channel Integration, 2019

Fast-food brand KFC harnessed Australians' love of cricket to create a fan army that won the support of the whole country, boosting sales along the way.

Coca-Cola Coke: Coca-Cola Faces of the City

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, 2019

Coca-Cola, the soft drinks brand, increased market share and brand love in China by launching an Augmented Reality (AR) experience on Baidu that connected young people through games and live maps.

Customer listening delivers for Dunkin’

News • 14 November 2019

Dunkin’, the quick-service restaurant chain, has made innovations in areas such as its menu selection, and even its coupon strategy, thanks to a focus on customer listening.

Building a bridge between UX and analysts

Research Paper • Paula Herrera Andrade, ESOMAR, Fusion, 2019

This paper discusses the importance of a company's user research and analytics teams working together in order to provide the most valuable and actionable insights that can impact the product.

Machine learning and privacy: The bumpy road from concept proof to production

Research Paper • Anna Bellido, Joaquín Casino and Marcello Frattini, ESOMAR, Fusion, 2019

Details a supervised machine learning (ML) solution, PII filter, created by computer consultant, Netquest.

Dunkin’ re-energizes dated QSR brand with seven strategic principles of brand optimism

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing Conference, October 2019

Dunkin’, the quick-service restaurant chain, successfully revitalized its brand through focusing on optimism.

Coca-Cola: Connected Coke

Case Study • MMA Smarties, Silver, X (Global), 2019

Coca-Cola, the soft drinks brand, increased consumer engagement globally by developing a pair of drinking glasses that light up whenever used, allowing friends to share their Coca-Cola drinking moments with each other.

Coca-Cola: Cric N Coke - ICC Promo Game

Case Study • MMA Smarties, Finalist, X (Global), 2019

Coca-Cola, the soft-drinks brand, launched an online cricket game to engage consumers and increase sales in India, during the ICC Cricket World Cup season.

Moxy builds a hotel brand for a next-generation traveler

Article • Stephen Whiteside, Event Reports, Youth Marketing Summit New York, September 2019

Moxy, the hotel brand, is carving our a distinct niche in a category that can often be defined by undifferentiated experiences.

Big tobacco accused of flouting branding ban with other innovations

News • 22 October 2019

Tobacco firms in the UK are accused of circumventing laws that stipulated unbranded brown packaging for products, through a variety of strategies that have helped brands stand out while staying within the letter of the law.

How Carlsberg’s packaging innovations affect its marketing

News • 21 October 2019

The unveiling of two prototype paper beer bottles by Carlsberg last week marked the Danish brewer’s most ambitious innovation in sustainable packaging so far, but even the simpler Snap Packs, using glue rather than plastic rings to hold beer cans ...

Successful food packaging in the health and wellness era

Article • Emma Bennett, WARC Exclusive, October 2019

Discusses the key elements that make for a successful recipe in today’s food packaging environment.

Skittles: How we earned pride of place on supermarket shelves

Case Study • Account Planning Group - (UK), Silver, 2019

Skittles, a brand of fruit-flavoured sweets, launched a campaign associated with London Pride to increase retail distribution and engage young people in the UK, which led to an ROMI of 142% within a year.

Braun: Designed for what matters

Case Study • Account Planning Group - (UK), Entrant, 2019

Braun, a consumer products company, reframed the brand's essence globally to a suit a modern audience that favoured simplicity.