Opinion
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Mario Morby, April 2021
Mario Morby discusses how brands including Help for Heroes, Head & Shoulders and wagamama deployed unexpected media touchpoints to increase campaign effectiveness.
Article
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Jim Andrews, WARC Exclusive, Spotlight US, March 2021
The short-term outlook for sports sponsorship is tepid in the US, providing problems and opportunities.
Opinion
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Antonia Wade, March 2021
Antonia Wade is CMO, Capita, and the Special Awards Convenor for the Business-To-Business category at the 2021 WARC Awards for Effectiveness, in association with LIONS. Here, she predicts a ‘bounce-back’ to events, flags up the role of influencers in B2B marketing and suggests that B2C marketers can learn ‘adjacency selling’ from B2B marketers.
Opinion
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Margaret Kendrick, March 2021
In March last year, the way we all work changed dramatically. Events were cancelled across the globe, working hours altered, and people everywhere embraced a completely new way of working. Despite all of this, brands still needed to get in front of customers and adapt, to ensure that brand messaging was still being communicated in an engaging way.
Case Study
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SABRE Awards, IN2, North America, Best in Trade Shows & Awards, 2021
Broan, a brand of home ventilation products, promoted its SurfaceShield product in 2019 by launching a booth at the International Builders' Show and a supporting social campaign.
Case Study
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SABRE Awards, IN2, North America, Best in Online/Virtual Events, 2021
Fitbit, a consumer electronics company, launched a campaign five months into the COVID-19 pandemic to show the media, and consumers, how Fitbit could help everyone's overall health, particularly in such difficult times.
Case Study
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SABRE Awards, IN2, North America, Best Earned Media with Influencers and Communities, 2021
Mucinex, the cold and flu medicine brand, launched a pop-up event and series on TikTok to promote its new Nightshift medicine among younger consumers.
Article
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Eugene Ng, WARC Exclusive, February 2021
This article shares examples of brands that have capitalised on consumers’ new digital first habits in China and offers lessons for other countries.
Article
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WARC Exclusive, February 2021
Spotify 관련 기술 및 통신 분야에서의 B2B 마케팅 분석.
Case Study
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MMA Smarties, Gold, Indonesia, 2020
BRI, a financial services company, launched the Nusantara Fashion Festival, a month-long virtual fashion festival from local fashion actors in Indonesia.
News
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06 January 2021
Live events suffered during 2020, but ‘hybrid’ (digital/physical) events can offer a way forward, allowing a modular approach that can accommodate pandemic restrictions as they vary across the world.
Article
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Marie Griffin, ANA, B2B Marketer, January 2021
Despite a constant chorus to embrace an increasingly post-digital world, some aspects of B2B marketing remain stubbornly resistant to change.
Article
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Christophe Castagnera, WARC Exclusive, December 2020
For brands hamstrung by a lack of live events during COVID-19, ‘hybrid’ events can offer a way forward.
Opinion
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Nicola Niesl, December 2020
In a final instalment of category-specific touchpoint investigations, Kantar’s Nicola Niesl looks at touchpoint effectiveness for retail brands.
Research Paper
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Mario Dughi, Utsav Mamoria, Abhinav Mohan, Souvik Roy, ESOMAR Conference papers, Insights Festival, 2020
FMCG multinational Unilever created a hyper-targeted audience to change market behaviour and grow consideration and sales for its Breeze liquid laundry detergent in the Philippines.
Article
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Brian Carruthers, Event Reports, DMWF Virtual, September 2020
When the pandemic led to the cancellation of its flagship event, test and measurement company NI had to rethink not just the event itself, but the entire marketing approach built around it.
Article
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WARC Best Practice, December 2020
This article provides an overview of the thinking and reading on the subject of experiential marketing and sampling, both live activities that involve direct interactions with audiences that can have an impact indirectly.
Opinion
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Nicola Niesl, December 2020
In this edition of Kantar’s touchpoint-specific investigations, Kantar takes a deep dive into effective touchpoint management for automotive brands.
Case Study
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Remie Abdo, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020
Multinational banking company Standard Chartered Bank used a social media approach backed by an art exhibition to raise awareness of the gender pay gap and the bank's commitment to gender equality in the United Arab Emirates.
Case Study
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Tahaab Rais, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020
In the slowest part of Dubai's retail season, payment card brand Mastercard built a unique sale tied to a rare eclipse that put its brand literally in full view of the country's shoppers.
Article
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Mukta Lad, Event Reports, Mumbrella Sports Marketing Summit, October 2020
At the Mumbrella Sports Marketing Virtual Summit, panellists shared insights on where Australia stands in the sports marketing landscape.
Opinion
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Faisal Galaria, December 2020
AR has been around for a while but, apart from the brief Pokémon Go craze, has never quite caught on with the public. The current shift to online shopping is about to change all that, says Blippar CEO Faisal Galaria.
Case Study
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Gio Gatchalian, Carlo Samaniego, Angelica Gahoy, Carina Rigor, WARC Media Awards, Entrant, Effective Use of Tech, 2020
IGNITE, the innovation conference, helped the startup industry flourish through its high attendance and participation rates in the Philippines.
Article
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Marie Griffin, ANA, B2B Marketer, December 2020
As B2B marketers prepare for a new set of challenges, they're counting on ramping up their social media channels and virtual events throughout 2021 to steel them for the future.
Case Study
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Tom Curtis, WARC Media Awards, Bronze, Effective Use of Tech, 2020
Category-leading soft drink brand Fanta ran an experiential and digital Halloween campaign in Britain in 2018 to grow sales and engagement among its target teen audience.
