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The era of fragmentation

Article • Oliver Feldwick, WARC Best Practice, January 2022

The world swings in a pendulum between centralisation and fragmentation.

Apple Podcasts overtakes Spotify in downloads

Data • Rob Clapp, WARC Data Points (Curated), January 2022

An overview of Apple Podcasts and Spotify's share of podcast downloads.

OCBC Nisp: #Save20 director mix

Case Study • MMA Smarties, Indonesia, Bronze, 2021

OCBC, the financial services company, aimed to deliver both OCBC brand value and convert young people to use Nyala in Indonesia.

LACTOGROW: Dream big – grow happy campaign

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Lactogrow, the growing up milk brand, wanted to overcome its main competitors and establish prominence in the category in Indonesia.

Nescafe: Next dalgona hunt

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Nescafe, the coffee brand, changed its perception among customers in Indonesia.

MPWR: PWR Takeover

Case Study • MMA Smarties, Indonesia, Silver, 2021

MPWR, the digital telco brand, generated mass awareness and gained followers for the brand in Indonesia.

Wardah: Heart to heart

Case Study • MMA Smarties, Indonesia, Silver, 2021

Wardah, the cosmetics brand, wanted to own the Ramadan moment to strengthen its position as pioneer of Halal cosmetics in Indonesia.

Wall's: Happiness delivered home

Case Study • MMA Smarties, Indonesia, Silver, 2021

Wall's, the ice cream brand, delivered a new strategy that was adapted to the new pandemic behaviours in Indonesia.

McDonald's / Spotify: The magical symphony of McFlurry color surprise

Case Study • MMA Smarties, Indonesia, Silver, 2021

McDonald's, the fast food chain, innovated its product to capture a new audience who would purchase the McFlurry in Indoneisa.

Burger King: BK wants you to order from McD

Case Study • MMA Smarties, Indonesia, Silver, 2021

Burger King, the fast food chain, carried out various initiatives to drive brand love in Indonesia.

Kopi Negeri: Filosofi Kopi Negeri

Case Study • MMA Smarties, Indonesia, Silver, 2021

Wall's, the ice cream brand, launched a new ice cream in Indonesia.

Rejoice: Jeju rose "Mendadak K-Drama"

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Rejoice, the shampoo brand, saw an opportunity to launch affordable Korean-inspired shampoo in Indonesia.

Pond's: Age miracle #SekarangUntukNanti

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Pond's, the skincare brand, wanted to get young women to care about their skin amidst the pandemic in Indonesia.

McDonald's: What light is that?

Case Study • MMA Smarties, Indonesia, Bronze, 2021

McDonald's, the fast food chain, carried out a campaign to increase brand love and create a stronger bond between the brand and consumers in Indonesia.

Pantene: Sound of Rambut Maksimal

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Pantene, the hair care product brand, launched new packaging on its product in Indonesia.

NANKID: #SiapkanSekarang 2.0

Case Study • MMA Smarties, Indonesia, Bronze, 2021

Nankid, the growing up milk brand, hoped to position itself as the trusted allergy prevention specialist that mums turn to in Indonesia.

Nyala: Save20

Case Study • MMA Smarties, Indonesia, Bronze, 2021

OCBC NISP, the banking and financial services brand, planned a campaign movement to inspire the Indonesian youth to save money and reach their dreams in Indonesia.

Paddle Pop: Let children play

Case Study • MMA Smarties, Indonesia, Silver, 2021

Paddle Pop, the ice cream brand, attempted to build more meaningful connection with its audience in Indonesia.

Ruangguru: Transforming education through innovation

Case Study • MMA Smarties, Indonesia, Silver, 2021

Ruangurru, the education company, launched a free 18-channel online school in Indonesia.

Gillette: #PlayCleanPlaySmart

Case Study • MMA Smarties, Indonesia, Gold, 2021

Gillette, the shave care brand, won over POME consumers and educated them about the usage of shaving gel in Indonesia.

Gojek / Le Minerale: Owning Ramadan moments during the pandemic

Case Study • MMA Smarties, Indonesia, Gold, 2021

Le Minerale, the mineral water brand, collaborated with SMEs merchants in Indonesia.

Wyeth Gold: Fun progressive learning with augmented reality

Case Study • MMA Smarties, Indonesia, Gold, 2021

Wyeth GOLD, the milk powder brand, wanted to encourage mothers to adopt progressive learning to stimulate the growth of kids in Indonesia.

Pocari Sweat: Get well soon

Case Study • MMA Smarties, Indonesia, Gold, 2021

Pocari Sweat, the sports drink brand, aimed to cover the wider issue of fevers during the COVID-19 pandemic and educate audiences with the main functionality of its product in Indonesia.

Oreo: The great cookies takeover

Case Study • MMA Smarties, Indonesia, Gold, 2021

Oreo, the cookie brand, rekindled consumers' excitement around the brand in Indonesia.

Cimory: #CucokCucuCimory

Case Study • MMA Smarties, Indonesia, Silver, 2021

Cimory, the dairy brand, launched a new milk product line in Indonesia.

The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.
Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
The WARC Guide to shoppable media

Article • WARC Best Practice, March 2021

A summary of new thinking and best practice on shoppable media.
Global Ad Trends: COVID-19 One Year On

Data • Rob Clapp, WARC Data, April 2021

This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include: