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New York Post x Red Apple Group: Yes, We're Open

Case Study • Shannon Toumey, Vanessa Wheeler, Victoria Shobe, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

US conglomerate Red Apple Group used a digital and print sponsorship partnership with the New York Post, supporting the city's reopening efforts after lockdown, to promote its key New York brands, WABC Radio and Red Apple Group Real Estate, around the 4 July holiday.

Radio plays a key role in amplifying brand purpose

Article • Tammy Greenbern, ANA, Forward, December 2020

A brand's contribution to society is, for many US consumers, the company's distinguishing characteristic and in 2021, radio will provide a trusted media environment to reach consumers with the power of the brands' actions and communicate the brand's purpose.

Jacaranda FM and East Coast Radio: Radio's relevance in lockdown through first-party data

Case Study • Charis Coleman, WARC Media Awards, Entrant, Best Use of Data, 2020

Commercial radio stations Jacaranda and East Coast Radio harnessed the power of qualitative data to better understand their audiences and position radio at the forefront of information sharing in South Africa while also boosting ad revenue.

Australians tuning in to talk radio for insights beyond soundbites

News • 29 October 2020

The turbulence of 2020 has created a connection deficit among Australians and many have turned to talk radio as an antidote, according to new research by Nine and The Lab.

The role of podcasts for NPR’s mission

News • 13 September 2020

National Public Radio (NPR), the media organisation, is tapping the power of podcasting to meet the dual needs of serving consumers where they are and representing the voices of diverse communities.

How NPR is using podcasts to achieve cultural (and digital) relevance

Article • Stephen Whiteside, Event Reports, IAB Podcast Upfront, September 2020

National Public Radio (NPR), the media organization, is using podcasts as a means to keep up with major trends which are taking root among its audience.

Anghami: Radio Windows

Case Study • Nour Reda, Chris Jabre, WARC Prize for MENA Strategy, Entrant, 2020

Music-streaming platform Anghami ran a social media campaign based on coping with coronavirus lockdown to increase brand love by presenting itself as a supportive face to subscribers across the Middle East.

Rock FM: Romania has rocker blood

Case Study • SABRE Awards, Gold, EMEA, 2020

Rock FM, a radio station in Romania, encouraged Romanians to donate blood by releasing a new rock cover of classic songs whenever a blood donation bag was filled.

US, Radio stations & services Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, September 2019

An overview of advertising as a percentage of sales in the radio stations & services sector in the United States since 2007.

Carvaan: Saregama Carvaan

Rankings • WARC Effective 100, 2020

Saregama, an Indian music company, reaped the rewards of targeting over 50s by launching a new radio product that rediscovered treasured hits and increased revenue from its back catalogue of music.

Media close-up: Australian Radio Network

Article • WARC Exclusive, February 2020

Part of a Q&A interview series looking at media owners across the globe, this media close-up looks at the Australian Radio Network (ARN).

Why SiriusXM and Pandora remain separate entities

News • 03 February 2020

When radio company SiriusXM bought streaming service Pandora, it was assumed the two would simply merge, but a year later SiriusXM is now focused on building on the respective strengths of the two brands.

SiriusXM and Pandora use data to build a single house of brands

Article • Geoffrey Precourt, Event Reports, CES, January 2020

SiriusXM, the audio-media company, is pursuing a strategy based on constructing a house of brands after buying Pandora, the streaming service.

Global's DAX brings audio and OOH together

News • 21 January 2020

Global set out its plan to combine its outdoor assets with its radio and audio portfolio last week; speaking exclusively to WARC, Ollie Deane, Global’s director of commercial digital, argues that both channels dovetail in their ability to engage acti

How many people consume BBC News content?

Research Paper • MRS Awards Papers, Finalist, MRS Award for International Research, 2019

BBC World Service, an international broadcaster, uncovered how many people watch its content globally to help reach underserved audiences through its Global Audience Measure.

Radio-Canada: Fighting Fake News in Real Time

Case Study • PHD Montreal, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Public broadcaster, Radio-Canada developed a multiplatform strategy to fight fake news to increase the number of users on its digital platforms and become the leading destination for credible and verified media coverage during elections in Quebec, Canada.

Reimagining radio as a tech brand

Opinion • Lucy Barrett, November 2019

Lucy Barrett explains the motivations behind Radiocentre’s latest ad campaign, calling for advertisers to see radio differently by imagining it as a new technology.

Carvaan targets a younger demographic

News • 18 June 2019

Carvaan, the radio product, found initial success by filling a gap in India’s music market for the over-50s, and is now building on that by targeting youth – but as purchasers rather than as users.

What does your brand’s voice sound like?

Article • Tammy Greenberg, ANA, Forward, May 2019

Looks at how the power of voice continues to rise with the surge and adoption of AI-based technology and other online tools.

Bluradio: The Game That Never Was

Rankings • WARC Media 100, 2019

Bluradio, a Colombian radio station, used clips from other matches to create a memorial to a Brazilian football team lost in a place crash.

Virgin Radio's new Chris Evans show will have no ads

News • 21 December 2018

Chris Evans, the British celebrity radio DJ, will present his final show for BBC Radio 2 on Christmas Eve before moving to Virgin Radio, where a pioneering deal with Sky means the commercial station will broadcast his new show completely free of ads.

How NPR adapted to the podcasting age

Article • Stephen Whiteside, Event Reports, IAB 2018 PodcastUpfront, September 2018

National Public Radio (NPR), the media organization, has enjoyed success in the podcasting space by extending and adapting its expertise from traditional radio broadcasting.

Investigating Brand Verbal Fluency: When known brands do not come to mind

Research Paper • Raphaëlle Lambert-Pandraud, Gilles Laurent and Bernard Gourvennec, Int. Journal of Market Research, Vol. 60, No. 3, 2018, pp. 304-315

We define Brand Verbal Fluency as the ability of a consumer, when cued with a product category, to name the brands he or she knows in that category.

Why podcasts work

Article • Sam Peña-Taylor, WARC Exclusive, May 2018

Digital audio is an investment in a growing medium, whose personal voice and strong listener attachment creates a space for advertisers to effectively engage an educated and often affluent audience.

Mediacorp Pte Ltd: Letter to my son

Case Study • AME Awards, Finalist, 2018

Mediacorp, a group of commercial media companies, launched the Letter To My Son campaign in Singapore to raise awareness of dads' familial roles and encourage active fatherhood.

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 2020

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.
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.
What's working in entertainment & media

Article • WARC Category Intelligence, August 2020

Global strategies, campaign updates and trends in the entertainment and media category.
BigPond - Why emotional differentiation wins

Case Study • Hristos Varouhas, Jamie Mackay and Kent Pearson, Account Planning Group Australia, Grand Prix, Creative Planning Awards, 2006, pp. 0-0

Despite significant marketing investment, prior to mid 2004 growth in the Australian broadband internet market had stalled at around 6% household penetration, well below that of similar OECD countries like UK, Canada and South Korea at the time.
Behavioural economics: Immersive research, decisions and comms challenges

Article • Anna Miley, John Kenny and Sonia Misak, WARC Webinars, April 2020

Discusses how companies are outperforming their peers by applying behavioural economics to their marketing strategy.