Digital media

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How brands should (and should not) get involved in mobile esports

Article • Kevin Rosenblatt, WARC Best Practice, September 2021

Advice on how advertisers can capitalise on the mobile esports opportunity.

What's working in gaming 2021

Article • WARC Category Intelligence, September 2021

Global strategies, campaign updates and trends in gaming.

UN Women Australia: When will she be right?

Case Study • Jay Chiat Awards, Gold, Nonprofit Strategy, 2021

UN Women Australia, a nonprofit organisation for gender equality, increased awareness and showed Australians how far they still had to go to achieve gender equality with a social campaign that asked when will she be right.

MELĒ: A scientific breakthrough – the science of melanin-rich skin

Case Study • Jay Chiat Awards, Gold, National Strategy, 2021

Unilever, a consumer goods company, created a new brand, MELĒ, to provide darker skinned people in the US with skincare products designed for their skin colour.

United Way: A closer look at poverty

Case Study • Jay Chiat Awards, Bronze, Brand Pivot Strategy, 2021

United Way of Greater Portland, a non-profit that works to improve people's lives by mobilising the caring power of the community, increased donations in Maine, US, with an online museum.

Pepsi: #PepsiSaveOurRestaurants

Case Study • Shubhrojyoti Roy, Saumya Rathor, Tarun Bhagat, WARC Awards for Asian Strategy, Shortlisted, 2021

Pepsi, a soft drink brand, launched a campaign in India to help jobless restaurant workers during the Covid-19 pandemic.

Cadbury Celebrations: Not just a Cadbury ad

Case Study • Ganapathy Balagopalan, Prasidh Dalvi, Bhakti Malik, WARC Awards for Asian Strategy, Shortlisted, 2021

Confectionery brand Cadbury Celebrations grew engagement and sales among millennial families in India during Diwali, with an interactive YouTube video and microsite that encouraged them to shop at small local stores.

Maxis: 5G Live: Tomorrow's Tech for Today's Problems

Case Study • June Gan, Tai Kam Leong, Emir Shafri, WARC Awards for Asian Strategy, Shortlisted, 2021

Malaysian telco Maxis collaborated with businesses and government agencies to create practical applications of 5G technology to grow leads and revenue, and establish itself as a 5G leader.

ManipalCigna Health Insurance: Health insurance for the healthy

Case Study • Rajesh Sharma, Akhilesh Nath, Arushi Chak, WARC Awards for Asian Strategy, Shortlisted, 2021

Health insurance brand ManipalCigna improved its equity scores, digital engagement and sales through a digital and social campaign that encouraged behavioural change in India.

Mahindra Thar: An auction that built price premium

Case Study • Rohit Mani, Pranav Shetty, WARC Awards for Asian Strategy, Shortlisted, 2021

During the Covid-19 pandemic, Thar, a car brand, launched an auction to increase price perception and sales volumes.

Bosch: Don't hang your privacy out

Case Study • Pancho Xie, WARC Awards for Asian Strategy, Shortlisted, 2021

Clothes dryer brand, Bosch, challenged deeply entrenched cultural notions about clothes drying to grow sales in China.

Gillette: Barber Suraksha Programme

Case Study • Arun Raman, Lavanya M N, WARC Awards for Asian Strategy, Shortlisted, 2021

Grooming brand Gillette devised a supportive engagement initiative that would make a real difference to India's barbers, convert them into allies of the brand and boost share in a previously hard-to-reach segment.

Media management and matchmaking

Opinion • Duncan Southgate, September 2021

As digital ad spend rises and options expand, advertisers and agencies need to bring analytical rigour to matching their media strategies with their brand’s personalities.

Digital advertising’s identity crisis is a threat to the sustainability of the open internet

Opinion • Ammar Jawad Doosh, September 2021

Third-party cookies’ demise spells trouble for the open internet – the industry will need to collaborate to find the right solution for the future, argues Xandr’s Ammar Jawad Doosh.

A peek into the digital emergence of Bangladesh

Opinion • Rabeth Khan, September 2021

Bangladesh is emerging as one of the most exciting markets in Asia and D’reach’s Rabeth Khan shares how the country’s digital maturity has evolved over the years and is now offering new opportunities.

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.

The Rise of Retail Media – and what this means for brands

Article • Colin Lewis, WARC Best Practice, September 2021

The pandemic-fuelled growth of e-commerce has also propelled Retail Media into the spotlight.

WX: Removing the barriers for a career in PR