Advertising best practice, evidence and insights

What we know about earned media

Article • WARC Best Practice, August 2019

This article provides marketers with information and guidance on generating earned media.

What we know about combining TV with digital media

Article • WARC Best Practice, July 2019

Provides marketers with information and guidance about combining TV and digital media strategies.

What we know about cross-channel and multichannel marketing

Article • WARC Best Practice, July 2019

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

How to develop an effective multichannel advertising strategy

Article • Sue Elms, WARC Best Practice, April 2017

This paper explains how brands can engage with consumers in a complex media landscape, arguing that they need to stay rooted in the real lives of their consumers.

How to implement a paid, owned, earned media strategy

Article • Fiona Blades, WARC Best Practice, March 2017

This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.

HSBC Singapore: HSBC Visa Make Family Time More Fulfilling

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2019

HSBC, a banking brand, increased penetration and sign ups for its Visa Platinum credit card in Singapore by launching a social experiment film and targeted media that showed the importance of spending quality time with your family.

New marketing structures yet to deliver on integration

News • 12 November 2019

The top goal for multinational advertisers is to be able to deliver campaigns seamlessly across all channels, but new research from the WFA shows that fully integrated communication remains some way off.

Hero Motocorp: The story of how we sold 74 bikes in a minute, every minute for 60 days

Case Study • Best Integrated Campaign, Consumer Durables, 2019

Hero, the world's largest and most iconic two-wheeler company, used a multi-pronged strategy during Navratrato Diwali to arrest declining market share in India.

Google Maps #LookBeforeYouLeave

Case Study • Best Integrated Campaign, Services, 2019

Google Maps, a web-mapping service, launched #LookBeforeYouLeave as a way to help people in India save time and avoid the unpredictability of traffic caused by bad weather.

Why cross-media campaigns are essential in the age of fragmented attention

Article • Brad Smallwood, WARC Exclusive, October 2019

Evaluates the impact that Facebook has on campaign effectiveness when used in tandem with out-of-home and television media.

Capita for the British Army: Who dares wins – An unexpected approach to army recruitment

Case Study • Account Planning Group - (UK), Silver, 2019

The British Army, a land warfare force, connected with youth in Britain to drive up applications by reframing opinions of the "snowflake generation".

The British Heart Foundation: Creating connections that matter

Case Study • Account Planning Group - (UK), Entrant, 2019

The British Heart Foundation (BHF), a charity in the United Kingdom, increased regular and one-off donations with a TV campaign and poster for children drawing attention to the heart's effect on the circulatory system.

HSBC UK: A global citizen rediscovers its voice in a changing Britain

Case Study • Account Planning Group - (UK), Silver, 2019

HSBC, a bank, launched a campaign with Richard Ayoade in the UK to celebrate how we are better together, to reinforce itself as a UK brand with a global reach.

The Department for Education: Liberating a Life Choice for the Next Generation

Case Study • Account Planning Group - (UK), Entrant, 2019

The Department for Education, a UK government body, reversed some of the negative perceptions people have of apprentices in the UK.

National AIDS Trust: rock the Ribbon

Case Study • Account Planning Group - (UK), Entrant, 2019

National Aids Trust, a UK charity, changed attitudes and challenged 30 years of stigma by changing behaviours towards the humble red ribbon across the UK.

Missguided styles out driving reach efficiently

Opinion • Lucy Aitken, October 2019

The online fashion retailer’s Love Island link-up shows a textbook example of how to plan for reach, writes WARC’s Lucy Aitken.

Converse: All The Stories Are True

Case Study • SABRE Awards, Asia-Pacific, Sponsorship, Gold, 2019

Converse, the sports brand, launched an integrated communications campaign to reach Generation Z in China, which doubled its revenue target.

Novartis: Keep It Pumping

Case Study • SABRE Awards, Asia-Pacific, Public Education, Gold, 2019

Novartis, a pharmaceutical brand, increased awareness of Heart Failure in India by launching Keep It Pumping India, a 360-degree integrated campaign.

P&G Olay: Olay Women's Day 2019

Case Study • SABRE Awards, Asia-Pacific, Fashion & Beauty, Gold, 2019

Olay, a skincare brand, created a campaign for Women’s Day that showed age as a series of fearless stories to encourage brand interest.

Horlicks: Emotional Nutrition

Case Study • SABRE Awards, Asia-Pacific, Superior Achievement in Brand-Building, Diamond, 2019

Horlicks, a sweet malted milk hot drink, connected with mothers in India by addressing the emotional needs of their university-bound children.

Forevermark: Forevermark is a trust mark

Case Study • Lavanya MN, WARC Prize for Asian Strategy, Entrant, 2019

Jeweller Forevermark used a multichannel strategy to build brand trust and position itself as a diamond expert in India.

Big Bazaar: Owning the diverse festivals of India

Case Study • Mehak Jaini, Shesha Shukla, WARC Prize for Asian Strategy, Entrant, 2019

Retail giant Big Bazaar employed a multichannel strategy based on festivals in India to improve footfall to stores, and drive sales and an increase in preference.

Association of Mutual Funds in India: Mutual Fund Sahi Hai

Case Study • Saurabh Mumbai, WARC Prize for Asian Strategy, Entrant, 2019

The Association of Mutual Funds in India created a multichannel campaign to persuade individual investors to invest in Mutual Funds.

How reviving its original purpose reversed 8 years of decline for NRMA Insurance

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

NRMA Insurance, an Australian car insurer, promoted itself as a brand that helps by encouraging acts of help among the Australian public and showcasing this through OOH and a film.

TAB: Head v Heart

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

TAB, an Australian online betting company, increased awareness and consideration in Australia by launching a film featuring Team Head and Team Heart to highlight opposing betting strategies.

Integration