Advertising best practice, evidence and insights

Article • WARC Best Practice, April 2019

This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.

What we know about bricolage and semiotics

Article • WARC Best Practice, December 2018

Summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols) – techniques used by qualitative researchers to deliver cultural insight.

Oreo's formula for cultural connectivity

News • 23 July 2019

Oreo, the cookie brand, has extended its appeal to new audiences by driving cultural connectivity with a diverse range of consumers.

By empowering women, Times of India became the top newspaper in Kolkata

Article • Brooke Hemphill, Event Reports, Mumbrella360, June 2019

Creative agency FCB Ulka chose to empower women in its mission to make client Times of India the top newspaper in Kolkata.

The next battle stage for brands? The Chinese consumer’s time

Article • Low Lai Chow, Event Reports, Retail Asia Conference, May 2019

Zhang Tianbing, Deloitte Asia-Pacific’s consumer product and retail industry lead believes that the future competition that brands will have to fight will be for consumers’ time, not product category or territory dominance.

Should brands take a stand?

News • 18 July 2019

Taking a strong point of view can be a risk for a brand in today’s tumultuous environment, but sometimes it’s unavoidable – and that’s when an understanding of brand values comes into its own.

Comparing conspicuous consumption across different experiential products: Culture and leisure

Research Paper • Fred Bronner and Robert de Hoog, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 430-446

Consumer behavior recently underwent three main developments: a shift from material purchases to immaterial experiences, a shift from signaling status and wealth by means of consumer behavior to signaling identity, and increased social visibility due to the growing importance of social media.

Oreo taps seemingly endless love of playful, cultural brand connections

Article • Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2019

Oreo, the cookie brand owned by Mondelez International, has ensured its continuing relevance by mixing an emphasis on playfulness with a presence in popular culture.

Brands in the age of division

Article • Kristin Van Note, WARC Best Practice, July 2019

Looks at the findings from research by Grey New York looking to understand consumer attitudes towards advertisements that are designed to either highlight a social issue or conflict, or are designed to unify people over a divisive issue.

China's streetwear market taps US trends

News • 10 July 2019

US skate culture has played an important role in the development of China’s streetwear market, according to a leading manufacturer.

How brands can localise their visual content strategy at a global scale

Article • Grant Munro, WARC Best Practice, July 2019

Looks at the necessity of localising visual content on a global scale and how marketers can best implement a strategy for success.

Saudi Telecom Company: Akhou Nora

Case Study • Dana Al-Kutoubi, WARC Prize for MENA Strategy, Shortlisted, 2019

Saudi Telecom Company (STC) used a historically-based social media and video campaign to promote acceptance of women driving and enhance its brand metrics with women.

Coca-Cola: Sunset

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2019

Soft drinks giant Coca-Cola used social media to drive its brand message during Ramadan in the Middle East.

Nescafé Dolce Gusto: Inspiring Coffee Corners

Case Study • Alvaro Bretel, WARC Prize for MENA Strategy, Shortlisted, 2019

Nescafé Dolce Gusto used an inspirational, personalised multi-channel campaign to grow sales, improve penetration and increase its cultural relevance in the Middle East.

How to grow via premiumisation

Opinion • Lena Roland, July 2019

This month’s Admap looks at how brands can grow via premiumisation . Having a premium offer within the portfolio is an important way for brands to drive sales growth and to engage with a wider range of consumers.

On premiumisation: The paradox of Amazon vs luxury experiences

Article • Dr. Martina Olbertova, Admap, July 2019

Looks at the lessons luxury brands can learn from Amazon to keep them competitive in a global marketplace.

Shifting signifiers of premium, and how brands can adapt

Article • Alex Gordon, Admap, July 2019

Looks at how brands can align themselves with the new cultural rendering of “premium-ness”.

The new challenge of China’s emerging affluent class: Juggling it all

Article • Tom Doctoroff, Admap, July 2019

Looks at the evolving motivations of China’s emerging affluent class – primarily in their 30s and 40s – due to rising incomes and expanding lifestyle choices.

The redefinition of affluence in an evolving Middle East

Article • Tahaab Rais, Admap, July 2019

Looks into the subtle cues of affluence emerging in today’s Middle East, where there is a big difference between being rich and being affluent – the latter speaks to something deeper and more meaningful.

Tourism Australia: Orchestrating Australian ownership of America's biggest game

Article • WARC Exclusive, WARC at Cannes Lions 2019

In a talk held by WARC at Cannes Lions 2019, Jonny Bauer explains how Tourism Australia hijacked something very American.

Why Your Strategy Needs More Chaos

Article • WARC Exclusive, WARC at Cannes Lions 2019

At a talk held by WARC at Cannes Lions 2019, two speakers explain why it’s better to be interesting than to be right.

Mucinex: #SuperSickMonday

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2019

Mucinex, the cold and flu medicine brand, inserted itself into conversation around the Super Bowl to increase engagement during peak flu season in the US.

Bud Light: Dilly Dilly

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Bud Light, the beer owned by Anheuser-Busch InBev, increased consideration and positive sentiment surrounding the brand in the US by launching a set of humorous medieval ads.

Babyshop: Al Umobuwah – Putting "Mum" Into "Parenthood"

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Babyshop, a baby retail brand, used a multichannel approach and created a new Arabic word to drive brand meaning and sales in the Middle East.

McDonald's: The Flip

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

McDonald's, the fast food chain, celebrated women and the women's empowerment movement through a simple outdoor stunt that flipped the iconic McDonald's logo upside-down in the US.

Cultural insight