Advertising best practice, evidence and insights

India’s future is voice, but cracking the language code will be key

Article • Anil Thakraney, Event Reports, Zee MELT, May 2019

Voice-based marketing is slated to receive a major thrust in India as marketers hope to net new, vernacular language-speaking digital consumers, but there are still many challenges ahead.

IAG Cargo: All Together Better

Case Study • Marketing Society UK, The Brave Awards, Highly Commended, 2019

IAG Cargo, the cargo handling division of the International Airlines Group, launched a new visual identity to unify the five airline cargo brands under one umbrella, and increase clients' and employees' familiarity with the brand.

Shell: Engineering Real-Life Heroes

Case Study • SABRE Awards, EMEA, Energy & Natural Resources, Gold, 2019

Shell, the oil company, created a social and earned media campaign encouraging female millennials in the UK to take part in the Shell Eco-marathon, its energy efficiency competition.

Etika Sdn Bhd: How Etika Created 3,000 Celebrities with One 'Me'gazine

Case Study • Dragons of Asia, Best Business To Business Or Trade Marketing Campaign, Gold, 2018

Etika, an FMCG brand, promoted itself as a next generation marketing company by partnering with Marketing magazine and launching personalised copies that put each reader on the front cover.

Unilever: 1001 Inspirasi Ramadan

Case Study • MMA Smarties, Finalist, Indonesia, 2018

Unilever, the consumer goods company, collaborated with 17 brand teams and scaled its data-driven content operation to execute the largest multi-brand, live-content campaign for Unilever in Indonesia.

Deutsche Post DHL Group: Taking a Stand for Globalization - An outreach campaign during Germany's G20 Presidency

Case Study • SABRE Awards, Gold Sabre Award For Executive Communications, EMEA, 2018

Deutsche Post DHL Group, a German postal and international courier service, launched an outreach campaign to establish itself as an ambassador of globalisation and contribute to an objective debate on the issue.

Johnson & Johnson: J&J Takes Over #JPM17

Case Study • SABRE Awards, Best Use Of Social Media Or Analytics For Audience Insights Or Influencer Targeting, In2, 2018

Johnson & Johnson, a pharmaceutical and consumer packaged goods manufacturing company, launched a campaign in the US to raise brand awareness and perception, and establish itself as the leading corporate voice connecting humanistic stories with medical innovation.

DuPont Crop Protection: Feeding the world, acre by acre

Case Study • SABRE Awards, Best In Digital Marketing/Advertising, In2, 2018

DuPont, a fertiliser brand, provided information for farmers and growers by creating two localised landing pages and promoting them through a multi-media campaign in the US.

Dell Japan: Workforce transformation partnership with Nikkei Business Online

Case Study • Ryoji Itako, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2017

Dell Japan maximised the benefits of its IT solutions providing valuable information about workforce transformation.

Robert Bosch: Missione Ambiente by Bosch: Multicultural Edition

Case Study • Integrated Marketing Communications Council Europe, Bronze, 2017

A corporate social responsibility project to help Italians, migrants and refugees integrate in Italy helped drive brand loyalty for Bosch, the German consumer goods manufacturer.

‘It’s not about the pen’: Cisco’s shift to customer-centricity

Article • Brian Carruthers, Event Reports, ThinkContent, November 2017

The tech sector changes so fast that it is understandable why companies operating in it get sucked into product-led marketing, but Cisco has abandoned a top-down approach that had produced a deluge of material that was mostly ignored.

SAP: Business Beyond Bias

Case Study • Direct Marketing Association - US, Runner Up, DMA Diversity/Inclusivity Award, 2017

SAP, a European multinational software corporation, launched the Business Beyond Bias campaign globally in 2016, to show that diversity and inclusion are imperative in business.

IBM: The Cognitive Dress

Case Study • Direct Marketing Association - US, Bronze, Business Products and Services, 2017

IBM, a technology platform, used fashion and artificial intelligence in 'The Cognitive Dress' campaign to reach US millennials.

Benda Kogyo: "One Benda" project for continuous internal branding to mark the 50th anniversary

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study shows how Benda Kogyo, a car parts manufacturer, developed an internal campaign to celebrate the brand's 50th birthday and streamline its business throughout its branches across Asia.

Pfizer boosts its reputation with corporate brand building

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2017

This event report outlines how Pfizer, the pharmaceutical company, enhanced the status of its corporate brand.

HCL Technologies: Becoming India's most preferred millennial employer

Case Study • Marketing Society UK, Excellence Awards, Winner, Brand revitalisation and Best from outside the UK, 2017

This case study shows how HCL, an IT services company, partnered with a famous job searching reality TV show to increase its talent acquisition among the Indian youth.

A-ha - eternalized by Hydro in virtual reality

Case Study • SABRE Awards, Gold, EMEA, Chemicals and Industrials, 2017

Hydro, an aluminium company, increased brand awareness by making a VR-Experience of the biggest A-Ha concert available across Norway.

Reckitt Benckiser: RB & lions health innovation hack

Case Study • SABRE Awards, Gold, EMEA, Consumer Health, 2017

Reckitt Benckiser, the consumer goods company, used a 24-hour hackathon to fuel PR and social media, in order to raise the profile of its research and development (R&D) programme.

Moscow Exchange: 360 degree-campaign that put the heart into communication

Case Study • SABRE Awards, Gold, EMEA, Employee Communications, 2017

The Moscow Exchange, a financial exchange group, successfully changed Russian consumer perceptions of the brand through the development of a 360-degree communication strategy.

Kimberly-Clark: Introducing the K-C way

Case Study • SABRE Awards, Certificate of excellence, LATAM, Research and Planning, 2017

Kimberly-Clark, a personal care products corporation, increased the profile of the Ethics and Compliance (E&C) department within its Latin American offices, by launching a more engaging content platform and encouraging employees to participate in open dialogue.

Poor service costs UK firms £37bn

News • 17 February 2017

LONDON: More than a quarter (28%) of UK consumers chose to spend less with a company or took their business elsewhere last year after they received poor customer service, a new study has revealed.

The pavement of good intentions: rebuilding trust to overcome scandals and lies

Article • Charlie Dawson and Simon Caulkin, Market Leader, Quarter 1, 2017, pp. 42-44

This article explores various examples where consumer trust has been violated including how this happens and how it can be avoided in the future.

Hindustan Unilever: Swachh Aadat Swachh Bharat

Case Study • Nikshit Shetty and Aunkita Dey, WARC Media Awards, Entrant, Effective Channel Integration, 2016

This case study describes how Hindustan Unilever used three of its brands, Lifebuoy, Domex and Pureit, to help people in India adopt three cleaner habits - washing hands with soap, using clean toilets and drinking purified water - using online video and mobile technology.

HUL Multibrand: Kheloge Toh Jeetoge

Case Study • Jude Pinto and Aunkita Dey, WARC Media Awards, Entrant, Effective Channel Integration, 2016

This case study describes how Hindustan Unilever used direct marketing and mobile content to persuade consumers to play games linked to three of its brands: Domex, Comfort and Surf Excel Matic.

Legoland Florida Resort: The Making of the 5-Gazillion Star Hotel

Case Study • Jay Chiat Strategic Excellence Awards, Gold, 2016

This case study describes how LEGOLAND Florida Resort became a must-visit attraction in Orlando by launching a brand new hotel in 2015.

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