Advertising best practice, evidence and insights

Houston White: Branding

Case Study • Jay Chiat Awards, Honourable Mention, Product/Service Creation, 2021

Houston White, a Black barber and designer, transformed his company from a barbershop that sells apparel into a brand that fosters cultural exploration through style.

Degree: Degree inclusive

Case Study • Jay Chiat Awards, Silver, Product/Service Creation Strategy, 2021

Degree, a deodorant brand, introduced the world's first inclusive deodorant for people with upper limb disabilities and visual impairment in the US.

The future of SEO in fashion and beauty

Article • Tasha Amponsah-Antwi, WARC Best Practice, September 2021

E-commerce is causing fashion and beauty brands to adapt their SEO strategies.

Checkout errors: Why they deserve more of the APAC marketer's attention

Opinion • Jon Stona, September 2021

Stripe’s Jon Stona says the checkout process in e-commerce may seem like a small detail but its effect – in combination with other processes – can be significant for customer experience.

Dove: Dove's First Refillable Deodorant

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Dove, a personal care brand, tackled plastic waste in the USA by introducing its first refillable deodorant.

Molson Coors: Make it Canadian

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Molson Coors, a beer brand, launched a campaign in Canada with the goals of bringing collective pride back to the beer loving nation and stealing market share away from Budweiser.

NASA: Launch America SpaceX demo-2 & crew-1 campaign

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In the US, NASA, a government agency, launched a media campaign to create a groundswell of enthusiasm for space exploration through positive media engagements, thus ensuring uninterrupted support of signature NASA programs.

Bud Light: BL6 gaming console

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Bud Light, a beer brand, launched a campaign in the US to raise purchase intent and brand preference with LDA beer-drinking gamers between the ages of 25-34.

NY Lottery: The New York series state of art

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

During the pandemic, the New York Lottery, a state-operated lottery brand who help fund education, created a limited-edition game called The New York Series, to improve the rapidly declining sales.

HFSS and the future of grocery retail: Unpacking the new rules

Article • WARC Exclusive, August 2021

Examines the implications of the new HFSS (high in fat, sugar and salt) food laws in the UK, and particularly their impact on marketers.

March for Our Lives: Price on our lives

Case Study • Cannes Creative Lions, Shortlisted, Creative Strategy Lion, 2021

March For Our Lives, the student-led demonstration fighting gun laws in the US, used a price tag to demonstrate how the government values money more than student lives.

Interval House: Freedom Tampons

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2021

Interval House, a shelter for abused women and children, reached vulnerable women in Canada without their abuser's knowledge by putting key information on tampons.

The Female Company: The Tampon Book - A book against tax discrimination

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2021

The Female Company, an organic period products brand, changed German law through evading higher rates of taxes with tampons by selling them in the form of books.

Ab Inbev/Guarana Antarctica: She Can

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2021

Guaraná Antarctica, a soft drink brand, sponsored the Brazilian Women's Football Championship and raised money for women's football academies in Brazil.

Reaping the Rewards: Insights into the 2021 DBA Design Effectiveness Awards winners

Opinion • Clive Grinyer, August 2021

Clive Grinyer, DBA Design Effectiveness Awards Chairman of the Judges and Head of Service Design at the RCA, writes about what the 2021 winners can teach the industry on design effectiveness.

Unpacking creative effectiveness' best kept secret

Article • Julieta Loaiza, Jose Gorbea and Amy Rodgers, WARC Webinars, July 2021

Analysing the effectiveness potential of digital packaging as lead media and within the media mix.

How to align sustainability, e-commerce and great user experiences

Article • Lauren Furmidge, WARC Exclusive, August 2021

There’s a general misconception that the massive growth in e-commerce comes with no real cost to the environment.

The power of digital packaging

Opinion • Jose Gorbea, July 2021

As the debate around sustainability becomes ever more urgent, packaging is one area where brands can make a big difference, says Jose Gorbea of HP Graphic Arts.

Gear up for the cookieless future

Article • Jen Gulling, WARC Exclusive, July 2021

Advice for brands as they evaluate first-, second- and third-party data sources.

HFSS: How grocery brands and retailers can stay effective in an age of restriction

Article • Callum Saunders, WARC Best Practice, July 2021

Advice for marketers selling food or drink products high in (saturated) fat, salt or sugar.

Burger King: The Doppelganger

Case Study • Ali Khalil, WARC Prize for MENA Strategy, Gold, 2021

QSR brand Burger King called on a cast of celebrity doppelgangers to launch its repackaged value items and increase sales in Saudi Arabia.

The Bank of Scotland: Flagship Branch

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Gold, 2021

The Bank of Scotland, a banking brand, improved customer experience in its flagship Argyle Street branch by redesigning the space to represent what it means to be Scottish.

Potts Partnership: Packaging

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Gold, 2021

Potts Partnership, a fine food products company, relaunched its stock range in eco-friendly cans in the UK to increase sales and promote its brand commitment to sustainability.

Globe-Traveller: Voyager X

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Bronze, 2021

Globe-Traveller, a vehicle and camper van brand, increased sales of its Voyager X camper van model by redesigning the inside with enhanced features and ambient lights to make it a place that consumers would want to spend time in.

Arla: Apetina Branding

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Bronze, 2021

Apetina, a cheese brand produced by Arla, increased sales in the UK by launching a new pack design featuring new colour variants.