Advertising best practice, evidence and insights

Purpose Disruptors: Persuading the persuaders to face climate denial

Case Study • APG (UK), Entrant, 2021

Purpose Disruptors, a network of advertising insiders, launched a worldwide campaign to overcome individual, agency and industry denial in terms of climate change.

Budweiser: Drop 158 festival

Case Study • SABRE Awards, APAC In2, Branding and Identity- Including Logo and Other Design Work, 2021

The Orange Blowfish, the creative agency, created a unique brand experience to remind consumers of the attraction of Budweiser in China.

B2B marketers use broader range of channels than B2C

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of marketing channels used by B2B and B2C companies.

Guanghe: Preserve a piece of childhood

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

Fermented bean curd brand Guanghe capitalised on its heritage by developing a 'treasure hunt' through social media to reposition the brand and engage with the post-80s generation in China.

Pedigree: A force for good

Case Study • Jay Chiat Awards, Silver, Global Strategy, 2021

Pedigree, a dog food brand, put brand purpose at the heart of its business with its global campaign to facilitate dog adoption.

Pizza Hut: Stand-up comedy restaurant

Case Study • Nicholas Short, Hans Shao, Rita Li, Carey Wang, WARC Awards for Asian Strategy, Shortlisted, 2021

Restaurant chain, Pizza Hut, tapped into the phenomenon of the night economy in China to appeal to young diners and drive revenue during a traditional lull period.

The effect of guerrilla marketing on company share prices: An event study analysis

Research Paper • Svetlana Davis and Frederick Davis, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 346-361

This study analyzes a hand-collected sample of 803 guerrilla marketing campaigns from 2007 to 2017 to examine the impact on abnormal share price performance.

Online video and influencer budgets to see biggest increase in 2022

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of the change in media budgets by senior marketers in 2022.

Reengineering your event mix for a hybrid future

Article • Josie Tutty, Event Reports, B2B Marketing Leaders Forum APAC, August 2021

The pandemic has placed hybrid events on the same level as physical and digital events and marketers will have to choose when it's right or wrong to use them.

AT&T: The AT&T experience store

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

In March 2020, AT&T, the telecommunications brand, launched the AT&T Experience Store as part of the AT&T Discovery District in Dallas.

Stayfree: Project Free Period

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

Stayfree, a menstrual hygiene brand, launched its Project Free Period to give sex workers in India the opportunity to develop other skills.

Evcat Himaya: Natural disaster prevention

Case Study • Manar Bikdir, Quods Ouaissi, Safaa Lharti, Hamza Benyoussef, WARC Prize for MENA Strategy, Entrant, 2021

Insurance company, Compagnie d'Assurance Transport, turned public discontent into positive debate in Morocco.

Tapping the pent-up energy of millennials and Gen Z

Article • Brian Carruthers, Event Reports, Advertising Week Europe, May 2021

Live events and experiential marketing are heading in a new direction post-pandemic as young people demand more than mere entertainment.

Ford’s Rajoielle Register: “With tech, it’s all about showing its relevance to consumers' lives”

Opinion • Chiara Manco, July 2021

Rajoielle Register, Head of Global Brand Experiences at Ford Motor Company, will be chairing the Effective Use of Tech category of this year’s WARC Awards for Media. Here, she tells WARC about how Ford reimagined customer experience for the virtual world, the need for tech to be relevant to consumers’ lives, and what she hopes to see in the Awards’ entrants. Rajoielle Register, Head of Global Brand Experiences, Ford Motor Company

Mastercard: Astronomical Sales

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2021

Payments provider, Mastercard, recognised a unique brand synergy with a once-in-a-lifetime astronomical event to grow cards on file in the UAE.

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