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How becoming more diverse, inclusive and responsible is helping The Sun remain relevant

Article • Dominic Carter and Shelley Bishton, WARC Exclusive, September 2021

The Sun, part of News UK, is becoming a more diverse and inclusive newsbrand, as the media organisation drives to become more representative of the UK’s population, ensuring it is relevant to today’s advertisers and consumers.

The National: The world has borders. Our stories don't.

Case Study • Mario Morby, WARC Prize for MENA Strategy, Entrant, 2021

UAE-based daily newspaper The National crafted a tactical campaign that aimed to change attitudes at the same time as changing its URL.

The future of identity after third-party cookies

Article • Rob Berjon, WARC Webinars, July 2021

Robin Berjon, VP Data Governance at The New York Times, explains why user identity is only ever meaningful – and meaningfully actionable – in a specific context, and shares the Times’s vision for the future of contextual targeting.

The New York Times: Identity isn’t about identifiers – it’s about people

Opinion • Robin Berjon, July 2021

Contextual identity is a transition from indiscriminately finding people to finding high quality knowledge about people, writes The New York Times’s Robin Berjon.

Understanding the FT’s approach to data collection and ad targeting

Opinion • Anthony Hitchings, July 2021

Anthony Hitchings, Digital Advertising Operations Director at The Financial Times (FT), explains why the demise of third-party cookies is ‘business as normal’ for the publisher.

An-Nahar: The new National Anthem Edition

Case Study • Noor Hassanein, WARC Prize for MENA Strategy, Bronze, 2021

Arabic-language daily newspaper An-Nahar reworded the national anthem to encourage positive action and raise its profile in Lebanon.

The Guardian: Joy of print

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

The Guardian, a British newspaper, launched a campaign in the United Kingdom to increase its number of print subscriptions to sustain its finances.

UNESCO and The New York Times: Read more, listen more

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

The New York Times, a newspaper brand, and UNESCO, a specialised agency of the United Nations, encouraged audiences to read news from a variety of platforms by getting news organisations to promote each other on World Press Freedom Day (WPFD).

Boston Globe: #BostonStillRunning

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Newspaper, The Boston Globe, made a prominent gesture of support to its home city during COVID-19 with its Boston Still Running campaign in the USA.

The National: The world has borders. Our stories don't.

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Daily news site, The National, elevated a simple brief to communicate a URL change into a powerful cultural statement on regional news media in the Middle East.

The Telegraph: Changing the prayer and praying for change

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

The Telegraph, an English-language daily newspaper in West Bengal, launched a campaign in India to change a prayer for sons to a prayer for children during the Durga Puja festival.

Times Of India: Maa Aashchen, Tumi Kothae? Phirey Esho Kolkata

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Times of India, a newspaper, used the festival of Durga Pujo to reconnect with its female reader base in India.

Times Of India: Lost Votes

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Times of India, an Indian English-language newspaper, launched the Lost Votes campaign in India to increase readership among young readers.

Times of India: MaskIndia

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Times of India, an Indian newspaper, launched a campaign in India to spread accurate information about masks during the Covid-19 pandemic.

News sells: Five myths about ads and news debunked

Article • Low Lai Chow, WARC Exclusive, April 2021

Brands have misconceptions about the value and effectiveness of news as a media platform for advertising, says ThinkNewsBrands’ Vanessa Lyons, who busted five myths about the perceived limitations of news.

From brand lift to memory recall: How news media boosts ad impact

Article • Low Lai Chow, Event Reports, CMO Australia webinar: Reframing Perceptions of Old School Advertising in the New Consumer Normal

A study commissioned by Australian media alliance ThinkNewsBrands examines the impact of news platforms on consumers’ path to purchase by focusing on memory effects, brand attitudes and purchase propensity.

Folha de SP: The most valuable news

Rankings • WARC Creative 100, 2021

Folha de SP, a São Paulo newspaper, confronted fake news by showing the value of its journalism.

The most awarded work for effectiveness

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for effectiveness for 2020, compiled using our rankings methodology, but not ranked.

The Times of India: Out & Proud - India Comes Out of The Closet

Rankings • WARC Effective 100, 2021

The Times of India newspaper sparked a nationwide movement to normalise LGBTQ+ relationships with a special Out and Proud newspaper section in India.

The most awarded work for creativity

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for creativity for 2020, compiled using our rankings methodology, but not ranked.

Brand in action: How The Times of India leads with social activism at its core

Opinion • WARC, February 2021

Over the years, The Times of India – the country’s leading newspaper – has been at the forefront of brand activism with its popular campaigns raising pertinent issues. Malcolm Raphael, senior vice-president and head – trade marketing, innovations, creative strategy – tells WARC more about this and initiatives like Teach India and Aman Ki Asha

The Guardian: Hope is power

Case Study • DMA (UK), Gold, 2020

The Guardian, a British newspaper, launched its campaign Hope is Power with the target of reaching two million paying supporters by 2022.

The Guardian Weekly: Berlin Takeover

Case Study • DMA (UK), Gold, 2020

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

How storytelling during the pandemic is paying off for tourism brands

Opinion • Johnny Ng, December 2020

SCMP’s Johnny Ng breaks down the power of story in breaking through a cluttered media landscape and how native advertising can help brands be more effective in engaging with consumers.

SCMP’s 10-question checklist to starting an e-subscription service

Article • Low Lai Chow, Event Reports, Digital Media Asia conference, October 2020

SCMP outlines the key questions publishers need to ask themselves before jumping into a subscription-based business model.

Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
What we know about marketing on TikTok

Article • WARC Best Practice, October 2021

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
The WARC Guide to The future of identity

Article • WARC Best Practice, July 2021

A summary of new thinking and best practice on the future of identity.
A guide to TikTok for brands

Article • Frances Sinclair, WARC Best Practice, February 2020

A guide to using social video app TikTok as a marketing platform, including its organic and paid advertising opportunities, working with TikTok influencers, and how to measure performance.
Top Trends in Media and Society for 2021

Article • Dan Calladine, WARC Webinars, January 2021

Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.