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Global Marketing Index: A review of 2020

Data • WARC Data, January 2021

This article reviews the results of the Global Marketing Index across 2020.

Sport recovers lost mobile audiences but travel struggles

Data • Rob Clapp, WARC Data Points, November 2020

An overview of the changes in global mobile audiences among key categories in 2020.

Indeed: Tick Tock Till Bedtime

Case Study • SABRE Awards, Gold, EMEA, 2020

Indeed, an employment search engine, promoted its brand among UK parents by creating a bedtime story in print and on social which celebrated flexible working and making it home for their children's bedtime.

Staffing levels sink to new low as recession looms

Data • Zoe McCready, WARC Data Points, June 2020

A summary of the latest readings from WARC's Global Marketing Index (GMI), a unique monthly barometer of the state of the global marketing industry based on current sentiment among practitioners.

US, Employment, recruitment & staff Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, September 2019

An overview of advertising as a percentage of sales in the employment, recruitment & staff sector in the United States since 2009.

Manpower: Add Gaming Experience to your CV

Rankings • WARC Effective 100, 2020

Manpower, a staffing agency, resonated with Gen Z’s and millennials in Norway by turning their gaming experience into employable skills.

Dice: Hack This Billboard

Case Study • ANA, Bronze, ANA International ECHO Awards, 2020

Dice, a job website, increased brand awareness in the US by creating digital billboards and inviting tech professionals to try and hack them.

Universal Pictures & Pertemps Network Group: The Grinch & Pertemps Network Group Recruitment

Case Study • IMC Awards (European), Silver, Integrated Communication and Sponsorship, 2019

Pertemps, a recruitment brand, partnered with Universal Pictures film The Grinch to promote its recruitment resources in the UK with the message, if your job makes you feel like a Grinch, it's time for a new one.

Monster.com: She Makes It Work

Case Study • SABRE Awards, Asia-Pacific, Multi-Country, Gold, 2019

Monster.com, a global employment website, launched a campaign urging stay-at-home mums to re-launch their careers, which generated 110 million digital impressions and top tier media coverage.

Monster India: Don't find a job, find work–life balance

Case Study • Varchas Sinha, Yousuf Rangoonwala, WARC Prize for Asian Strategy, Entrant, 2019

Employment portal Monster India took an inventive satirical approach to increase visits to its website and differentiate itself from the competition.

How CareerBuilder expresses its brand purpose

News • 29 July 2019

CareerBuilder, the online recruitment platform, has found an edge in purpose-driven marketing, even if this mission isn’t always expressly stated in its marketing.

CareerBuilder’s brand purpose drives internal change and external impact

Article • Reed Karaim, Event Reports, Brand Marketing Summit, May 2019

Online recruitment platform CareerBuilder has taken an “inside out” approach to implementing brand purpose, with its internal application often being more pronounced than its external visibility.

Syft: Building The Future Of Work

Case Study • Marketing Society, The Brave Awards, Winner, Scaling Up, 2019

Syft, a recruitment company, took a social-led approach to reach 18 to 25-year-olds, which resulted in 6,000 app installs and a click-through rate of 10%.

Craft Recruitment

Case Study • Design Effectiveness Awards, Silver, 2019

Craft, a recruitment agency, redesigned its brand imagery with one billion logo combinations to promote a brand that is as unique as its candidates, increasing awareness in the UK.

Korn Ferry: The Global Talent Crunch

Case Study • SABRE Awards, EMEA, Global Programme, Gold, 2019

Global executive search firm Korn Ferry created a global, data-led thought leadership campaign to reinforce its talent capabilities and elevate its position from transactional headhunter to strategic advisor.

MultiChoice Kenya: MultiChoice Talent Factory

Case Study • SABRE Awards, Africa, Corporate Social Responsibility, Gold, 2019

Multichoice Kenya, an entertainment company, launched a series of events and press releases to increase awareness of its Multichoice Talent Factory (MTF), which aims to increase production of local film content in Africa and improve employment rates.

LDWW Tells Employees to GO HOME

Case Study • SABRE Awards, North America, PR Agency Employee Program, Silver, 2019

LDWW, a marketing agency, successfully recruited talent in Dallas for its high-demand roles in content development and management by shortening its working week.

Manpower Norway: Add gaming experience to your CV

Case Study • Runar Wiksnes, WARC Awards, Gold and Employee Engagement Award, Effective Use of Brand Purpose, 2019

Manpower, the world-leading staffing agency, improved its market position in Norway by connecting with Gen Zs and millennials to help them transfer valuable skills from gaming to the workplace.

Henkel Recipe: How to become the best employer

Case Study • SABRE Awards, Gold Sabre Award For Professional Service Firms, EMEA, 2018

Henkel Slovensko, a chemical and consumer goods Company, launched a campaign in Slovakia to increase company talent.

LMC: Blazing the Trail (Razíme Cestu)

Case Study • SABRE Awards, Gold Sabre Award For Central Eastern Europe, EMEA, 2018

LMC, a company that manages career and education websites, launched the Blazing the Trail campaign in the Czech Republic to offer coal miners the possibility to attend a retraining course.

Capita Plc: Challenging perceptions of life in uniform - creative development for The British Army’s ‘This is Belonging’ recruitment campaign

Case Study • MRS Awards Papers, Finalist, Jeremy Bullmore Award for Creative Development, 2017

Capita plc, a British business process outsourcing company, used interviews and group discussions to identify whether the British Army's 'This is Belonging' campaign was resonant with diverse audiences.

Spot the difference

Opinion • Gareth Kay_, October 2017

Advertising is a talent business, but advertising and marketing isn’t the pull it once was, so, Gareth Kay argues, creative companies need to build more stimulating working environments to attract the most interesting people.

The light in the dark Satanic Mills

Opinion • Malcolm White, October 2017

When it comes to addressing the work-life balance, Malcolm White believes advertising should take a leaf out of William Morris’s book and find ways to make work more satisfying, instead of just encouraging people to work more flexibly.

Alba Chunkuk: How Korean part-time workers got full-time respect

Case Study • SABRE Awards, Platinum for Best in Show, Asia-Pacific, 2017

Alba Chunkuk, a part-time work portal, used TV and outdoor ads and PR to change attitudes towards part-time work in South Korea.

Cornerjob: Get a job in 24 hours

Case Study • SABRE Awards, Gold, EMEA, Product Media Relations (Trade), 2017

CornerJob, a job-seeking app, developed a business-media focused campaign that built its brand reputation as a recruitment expert and boosted user registration across Spain, France and Italy.

Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
Bain & Company identifies five key steps for launching products, features, and campaigns

Article • Geoffrey Precourt, Event Reports, Advertising Week New York, September 2019

Bain & Company, the consultancy, has identified the primary drivers of success for brands that are launching new products, features, campaigns, and so on.
Email marketing sees performance boost during COVID-19

Data • Rob Clapp, WARC Data Points, May 2020

An overview of email marketing performance during the novel coronavirus (COVID-19) outbreak.
Understanding the “Elements of Value” for business-to-business brands

Article • Mary Connors, Event Reports, ANA Masters of B2B Marketing, May 2019

Bain & Company, the consultancy, has established a pyramid of values that separate the top-performing business-to-business (B2B) operators from the competition.
Century 21: Relentless Moves

Case Study • Ellie Gogan-Tilstone, Matt Mullen, Annabelle Butler, WARC Awards, Bronze, Effective Content Strategy, 2020

Real-estate brand Century 21 used a content partnership with sports channel ESPN to recreate itself with a 'relentless' brand positioning, leading to business growth in a declining US market.
PwC study identifies purpose “gap” between companies, employees and consumers

Article • Geoffrey Precourt, Event Reports, ANA Masters of B2B Conference, October 2020

PwC, the consultancy, identified a purpose “gap” between the positioning adopted by companies and the views of employees and consumers.