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Formula 1: Wake up Call

Case Study • DMA (UK), Gold, 2021

Formula 1, a racing car brand, increased its audience in the US by using robocalling technology.

How the brand–endorser origin shapes brand attitudes and purchase Intentions assessing ethnocentric versus xenocentric mindsets and their impact on messaging persuasion

Research Paper • Dave D. G. Centeno, Journal of Advertising Research, Vol. 61, No. 4, 2021, pp. 414-435

This study examined the combinative effects of dynamic cultural mindsets—ethnocentrism and xenocentrism—on the brand and endorser origin contingencies on eliciting favorable attitudes toward the advertisement.

L'Oréal Paris China: La Maison

Case Study • Suzzane Zhang, Yao Wu, Zha Wendy, WARC Awards for Asian Strategy, 2021

Personal care brand L'Oreal Paris crafted a heritage-fuelled online platform in China to showcase cutting-edge quality and French style, and take number-one spot in a dynamic sector.

The real magic of global branding

Opinion • Faris Yakob, October 2021

Coca-Cola’s new brand platform, Real Magic, a global campaign that will need to tread carefully to resonate around the world – Faris Yakob takes us inside the tensions of designing strategy on a worldwide scale that will play locally.

Turning defence into attack: How Formula E built a new fanbase by embracing its biggest weakness

Case Study • APG (UK), Gold, 2021

Formula E, the electric street motorsport, launched a global campaign to grow its existing profile and global viewer base by 20%.

Stella Artois: The Art of Adaptability and The Birth of The Life Artois

Case Study • APG (UK), Entrant, 2021

Stella Artois, a lager brand, launched a worldwide campaign to become the world's most desirable premium European lager, grow or maintain sales, and expand into new territories.

Bumrungrad International Hospital: Local hero

Case Study • YouTube Works for Brands, Thailand, Small Budget, Big Result, 2021

Bumrungrad International Hospital, a hospital in Bangkok, launched a YouTube video that highlighted how it is treating patients from overseas safely amidst the Covid-19 pandemic.

NASA: Launch America SpaceX demo-2 & crew-1 campaign

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

In the US, NASA, a government agency, launched a media campaign to create a groundswell of enthusiasm for space exploration through positive media engagements, thus ensuring uninterrupted support of signature NASA programs.

Far side of the moon: What it will take to create a true Chinese global brand

Article • 岳樂（Reno L. Davis-Yue）, WARC Exclusive, Spotlight China, December 2020

Hypers’ Reno L. Davis-Yue believes that Chinese brands have an opportunity to take the lead in redefining cultural norms and expectations on the global stage.

Harnessing localisation as the engine of global brand growth

Opinion • Matthias Gray, August 2021

The Olympic Games isn’t just a showcase for sporting prowess. It’s also a platform for global marketing, providing a beacon of best practice to which ambitious international brands – irrespective of how big they are, or how long they’ve been established – can aspire.

Evvoli: Talking Italian

Case Study • Mir Damoon Mir, David Yaghoobi, WARC Prize for MENA Strategy, Entrant, 2021

Italian home appliance brand, Evvoli, unconventionally avoided localising its creative approach to successfully launch in Iran.

LEGO: Green Instructions

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

LEGO, a brand of plastic construction toys, launched its Green Instructions campaign in Poland, whereby it included additional instructions to existing LEGO sets which made objects more environmentally friendly.

Saudi Telecom Company: Welcome to STC

Case Study • Dana Alkutoubi, WARC Prize for MENA Strategy, Entrant, 2021

Telco brand stc used a creative multi-channel execution to communicate developments as it relaunched across KSA, Kuwait and Bahrain.

Emirates Nation Brand: Mars shot

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Silver, 2021

The UAE's nation brand partnered Kevin Hart for its Mars Shot campaign, crowdsourcing a global quest to make the world better.

What we know about multinational marketing

Article • WARC Best Practice, May 2021

Explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

Strategy Toolkit module 2: The role of the strategist

Article • WARC Strategy Toolkit, March 2021

Offers guidance on planning as a job role via a selection of papers that cover the basic principles of planning and definitions of great planning practice.

Lallemand Animal Nutrition: Bringing the Lallemand Brands Together - and to Life

Case Study • SABRE Awards, IN2, North America, Best in Identity Branding, 2021

Lallemand Animal Nutrition, a company that produces microbial strains for animal nutrition, created a unifying brand image, with a focus on performance.

How to be funny: A practical guide for brands from the most human agency

Article • BMB, Research on WARC, February, 2021

Does the gravity of the coronavirus pandemic and battles for social justice call for brands to take a serious approach to their advertising? Or should they use humour to lighten the mood, stand out and provide some escape?

The Guardian Weekly: Berlin Takeover

Case Study • DMA (UK), Gold, 2020

The Guardian, a British newspaper, boosted sales in Berlin, Germany, by 84%.

Liverpool FC scores international success

Case Study • DMA (UK), Bronze, 2020

Liverpool FC, a football club, increased sales of its own-brand products by releasing a series of targeted campaigns when purchase intent was high.

Haig Club: Blueprint for a fast start – How making our own rules gave Haig Club one of the fastest starts for a new whisky brand in thirty years

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Haig Club, a whisky brand, launched its whisky among young drinkers in the UK by creating a business partnership with David Beckham, and launching a bottle redesign and a new formula of whisky to suit a younger market.

Diageo portfolio: Marketing Catalyst – Creating a culture of marketing effectiveness

Case Study • IPA (UK), Gold, Best Use of Data and Best New Learning, IPA Effectiveness Awards, 2020

Diageo, an alcoholic drinks brand, created a web-based tool to help marketers decide how to better spend their money to deliver more gross profit from its marketing globally.

The power of provenance: how trading on their country of origin can help brands grow overseas

Opinion • Graham Staplehurst, September 2020

An international presence allows brands not only to broaden their footprint into fast-growing markets, but also protect against the impact of an economic slowdown at home - Graham Staplehurst explores the results of new Kantar research into the brands that have succeeded and those that have not. Research from BrandZ shows that the ability to capitalise on the strengths of the country of origin plays a major part in a successful export strategy.

Guinness Storehouse: An out of this world experience that has set the bar globally

Case Study • Marketing Society, The Brave Awards, Winner, Enhancing the Customer Experience, 2020

Guinness, an alcohol brand, increased consumption and visits to the Guinness Storehouse in Ireland by creating a rooftop bar and an immersive interaction.

Chelsea Football Club: Digital marketing

Case Study • Marketing Society, The Brave Awards, Winner, Digital Marketing, 2020

Chelsea Football Club, a UK football team, created an app to replace its subscription TV service and promoted it among fans globally to give them a platform to interact with each other and the club.

The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
Strategy Toolkit module 2: The role of the strategist

Article • Strategy Toolkit, March 2021

Offers guidance on planning as a job role via a selection of papers that cover the basic principles of planning and definitions of great planning practice.
The Evolution of Marketing

Research Paper • Mary Goodyear, ESOMAR, Marketing Research Congress, Paris, September 1999

This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development.
How international brands can succeed in China

Article • Doreen Wang, WARC Best Practice, October 2018

Provides insight into the behaviours and attitudes of customers in China and successful brand strategies that will give valuable guidance to any business that wants to enter the market.
What we know about multinational marketing

Article • WARC Best Practice, May 2021

Explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.
The value of authenticity: A marketing lesson by BTS x McDonald’s

Article • Bethany Bloch, WARC Exclusive, June 2021

Brands can get tips for their own marketing campaigns from the successful collaboration between Korean pop sensation BTS and fast food giant McDonald’s, says Mutant’s Bethany Bloch.