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.

How brands can build a great voice skill

Article • Andrea Savidge, and Claire Barrett, WARC Best Practice, September 2019

Outlines best practice from software company Mubaloo's experience in developing voice skills with clients and partners, covering top considerations from its strategy, design and development teams.

KitKat: Break in case of life's little emergencies

Case Study • Sonia Pascual, Earl Javier, Nanais Hernandez, WARC Prize for Asian Strategy, Shortlisted, 2019

Nestlé-owned chocolate bar brand KitKat re-vamped its packaging to reverse declining sales in the Philippines.

Coca-Cola: Faces of the City

Case Study • Roshni Hegerman, Richard Cotton, Steve Llewellyn, Cia Hatzi, WARC Prize for Asian Strategy, Shortlisted, 2019

Beverage brand Coca-Cola took a radical approach in China to launch a sleek new can that appealed to Chinese youth.

Foodbank: Turning a box of nothing into breakfast for WA kids

Case Study • The Communications Council, Gold, Australian Effie Awards, 2019

Foodbank Western Australia, a charity, encouraged food donations by launching a new cereal, Hungry Puffs, which was actually an empty box used to highlight children who don't have breakfast every day.

Gillette: Handle with care

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

Gillette, a razor and shaving products brand, created the TREO razor in the UK to bring a better experience to men who can no longer shave for themselves.

Samsung Fire & Marine Insurance: Firevase

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

Samsung Fire & Marine Insurance, an insurance brand, launched a flower vase that doubled as a fire extinguisher in South Korea to promote fire safety across the country.

IKEA: ThisAbles

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

IKEA, a furniture retail company, hacked 13 of its popular products and used 3D printing to create special add-ons for people with disabilities in Israel.

How Amazon, Netflix and Google use behavioural science to simplify the user experience

Article • Richard Chataway, WARC Best Practice, August 2019

Explores how the major digital companies are able to leverage their knowledge of consumer behaviour by continually experimenting towards better user experiences – and how any enterprise can use similar experimentation to learn.

Tesco: Unforgettable Bag

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2019

Tesco, the supermarket chain, incentivised shoppers in Malaysia to reuse their bags by giving them money off their shop when they did.

Mobile UX is crucial for payments providers

News • 07 August 2019

Smooth mobile user experiences will be important areas of focus for payments providers in 2019 and beyond, with high-performing integrations and partnerships also top of mind for financial services brands.

How Burger King used design, tech and product innovation to survive the ‘adpocalypse’

Article • Alex Brownsell, Event Reports, Cannes Lions, June 2019

A summary of Burger King’s strategy of using non-paid media, including design and technology, to compensate for a shortfall in ad budgets.

Mobile UX and P2P payments drive evolution in financial services

Article • Tony Hooper, Admap, August 2019

Looks at what will differentiate the winners in payments from the rest of the pack, as partnerships and advanced technologies facilitate seamless payments and transfers.

The 'double whammy' of premiumisation via range extension

News • 08 July 2019

Done well, a core range extension can be an effective way to deliver growth on two fronts – by driving both penetration and premiumisation, according to an expert in brand growth.

Please stay tuned: Lessons from rolling out a new brand identity for Brazil’s biggest broadcaster

Opinion • Sergio Valente, July 2019

Sergio Valente, director of communications at Globo and former president of DDB Brazil, on why the media owner launched a digital ‘brand book’ to announce its new visual identity.

Could packaging play a new role in brand differentiation?

News • 04 July 2019

Both PepsiCo and Nestlé have announced some potentially significant packaging developments in the war on plastic waste, but as consumer sentiment shifts, observers suggest there are opportunities to completely rethink the role of packaging.

How to grow via premiumisation: Admap summary deck

Article • Admap, July 2019

A summary of new thinking and best practice on premiumisation from Admap.

The new rules of luxury and premium branding

Article • Vicky Bullen and Elayne Read, Admap, July 2019

Taking inspiration from fashion, grocery, alcohol and beauty, four key themes have been identified that embody the new codes of luxury today and the cultural and consumer movements driving these.

Range extension to deliver a double whammy: Penetration and premiumisation

Article • David Taylor, Admap, July 2019

Looks at driving premiumisation by smartly and strategically extending your core range.

Leaving the walled garden: Lessons from a luxury brand that embraced the super market shelves

Article • David Adamson, Admap, July 2019

Looks at the success story of chocolate brand Godiva, which deliberately left the walled garden of luxury for the broader streets of mainstream shopping.

How to be premium in an age of high expectations

Article • Andy Wardlaw, Admap, July 2019

This article is extrapolated from original research published in 2018, which examined UK shopper attitudes to over 120 branded products across 12 leading CPG categories.

Centro Cuesta Nacional: Invisible Fish

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Jumbo, a supermarket brand, increased awareness of the issue of over-fishing parrotfish in the Dominican Republic by removing its own parrotfish stock from its shops.

Ford Motor Company: Safe Cap

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Ford, the American motor company, reconnected its Ford Trucks brand with its audience in Brazil by creating a wearable accessory that let truck drivers know when to take a rest.

Prince Of Wales Hospital: Lucy

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

The Prince of Wales Hospital, a hospital in Australia, created a hospital bedside assistant, Lucy, which used machine learning to prioritise patient's requests for nurses in Australia to improve response times.

Design