News
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25 November 2020
Expectations that brands will be part of culture have become much higher thanks to COVID-19; research from Havas indicates the onus is on marketers to actively provide meaningful content and the means through which consumers can interact with the bra
News
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11 November 2020
US network NBCUniversal says a new partnership with PayPal is aimed at making it easier and faster to buy items promoted by TV shows.
Case Study
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ARF Ogilvy Awards (US), Silver, 2020
Petco, a pet supplies brand, educated pet 'parents' on the crucial role that nutrition plays in helping maintain their pets' health and wellbeing in the USA.
Case Study
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ARF Ogilvy Awards (US), Gold, 2020
Citizens, a banking brand, targeted millennials and built the brand in the USA with its multimedia campaign Made Ready.
Case Study
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ARF Ogilvy Awards (US), Silver, 2020
Adobe, a computer software company, partnered with Reddit, a social news website, to inspire awareness and trial of the Creative Cloud Suite by bringing the product to life on the platform globally.
Case Study
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ARF Ogilvy Awards (US), Bronze, 2020
Herbalife Nutrition, a dietary supplement brand, launched its informative Healthy Breakfast Campaign to combat rising levels of obesity in APAC.
Opinion
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Jenny Chan, November 2020
Volkswagen’s popularity, reputation, and long-term leadership in China’s passenger car market was achieved with powerful first-mover advantages. Volkswagen’s Head of Brand Project House, Kuo-Hi Lee, speaks to WARC’s Jenny Chan for Marketer’s Toolkit 2021 about how the brand steered itself back on track in China after the fallout from the COVID-19 pandemic.
Article
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Brian Carruthers, Event Reports, Lions Live, October 2020
Reporters Without Borders, an NGO dedicated to the right to freedom of information, and its agency DDB Berlin exploited platform loopholes to get their message across.
Case Study
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SABRE Awards, APAC, Multi-Country, Gold, 2020
SGInnovate, a government-owned brand that helps scientists build Deep Tech startups, created an Insight series that examines the most current Deep Tech topics to promote its brand among innovators in Singapore.
Case Study
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SABRE Awards, APAC, Consumer Electronics, Gold, 2020
HP, an information technology brand, launched its integrated communications campaign Escape Therapy in Australia to boost its computer sales.
Case Study
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SABRE Awards, APAC, Financial Services, Gold, 2020
DBS bank, a banking brand, launched the second season of its online miniseries Sparks in Asia with the theme of Everyday Heroes for a Better World.
Case Study
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Effies (Australia), Australian Effies, Silver, 2020
Aldi, a supermarket brand, went to extreme lengths to win back one of its fresh rejectors and won over a tide of Aldi shoppers in Australia by secretly replacing an Aldi hater's food items with Aldi products.
News
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26 October 2020
Marketers are having to produce more “lo-fi” content because of the COVID-19 pandemic, and new analysis of Cannes Lions entries has offered some invaluable best practices when pursuing this strategy.
Opinion
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Alex Brownsell, October 2020
Video consumption soared during lockdown, including a notable spike in viewing on connected TV devices. Erica Probst, YouTube’s Head of Sales for UK and Ireland, talks to Alex Brownsell for WARC's Marketer’s Toolkit 2021 about how the platform is targeting both brand and activation ad dollars in 2021 and beyond.
Article
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Sam Peña-Taylor, Event Reports, DMEXCO @home, September 2020
Volkswagen (VW), the German carmaker, is going electric; here the brand’s CMO talks about reducing paid media spend, thinking in terms of software, and growing a new category.
Case Study
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IPA (UK), Entrant, IPA Effectiveness Awards, 2020
Whiskas, a cat food brand, created a branded content platform to consolidate its position in the UK as the preference in cat care and stand out in a crowded arena.
Case Study
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IPA (UK), Silver, IPA Effectiveness Awards, 2020
Automobile brand Volvo identified a niche audience in the UK and targeted it with a blend of branded content and idents.
Case Study
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IPA (UK), Entrant, IPA Effectiveness Awards, 2020
L'Oréal Paris UK, a beauty brand, and The Prince's Trust, a non-profit organisation, launched a partnership to transform the lives of almost 10,000 disadvantaged young people in the UK.
Case Study
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IPA (UK), Entrant, IPA Effectiveness Awards, 2020
Samsung, an electronics brand, created a brand induction programme that encouraged consumers to complete a series of actions known to help drive repeat purchase to increase customer retention in the UK.
News
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08 October 2020
Content marketing, the means of reaching audiences and engaging with them, is perhaps as important now during a global pandemic than ever before, yet a new survey suggests business-to-business (B2B) marketers have some important challenges to overcom
News
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07 October 2020
Native advertising and branded content will continue to be a vital way of building long-lasting relationships with brands, a Meredith executive believes, but the nature of those bonds and the material they create are changing.
Article
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Alex Brownsell, Event Reports, FIPP World Media Congress, September 2020
US magazine publisher Meredith adopts an outcomes-based approach to branded content partnerships.
Research Paper
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Yoori Hwang and Se-Hoon Jeong , Journal of Advertising Research, Digital First, September 2020
The key characteristic of native advertising is that it simulates the format of the editorial content.
News
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16 September 2020
Livestreaming is entrenched across Asia, driving sales in Southeast Asia’s recent 9.
News
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15 September 2020
The phrase ‘new normal’ has quickly become hackneyed and near meaningless, but people’s behaviours have changed and a more productive way of thinking may be around ‘new traditions’.
