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Hulu: Reimagining brand purpose after the seismic events of 2020

Article • Alex Brownsell, WARC Exclusive, April 2021

UM’s Wendy Aldrich, EVP, Managing Partner, and Kristine Swanepoel, SVP, Strategy, West Coast, discuss Hulu’s award-winning ‘The Shape of History’ campaign.

Samsung / Aviation America Gin / Netflix: Ad-within-an-ad-within-an-ad

Rankings • WARC Creative 100, 2021

Samsung, a technology company, launched its QLED TV by creating an inception-worth ad.

Canal+: Waiting wins

Rankings • WARC Media 100, 2021

Canal+, the television channel, grew subscriptions and awareness by offering tailored content to travellers with delayed flights.

The most awarded work for media

Rankings • Rankings Articles, April 2021

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

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.

Foxtel: Grave of Thrones

Rankings • WARC Creative 100, 2021

Foxtel, an Australian TV network, increased viewership of the final season of Game of Thrones by laying its characters to rest.

Hulu: The Shape of History

Rankings • WARC Media 100, 2021

TV channel Hulu increased viewership of season 3 of The Handmaid's Tale by launching mirrored statues in New York City that allowed women to see themselves as part of America's future.

ESPN / State Farm: The Last Dance Deep Fake

Rankings • WARC Media 100, 2021

State Farm, the insurer, and sports-channel ESPN created hype around The Last Dance by running a successful co-branded commercial in the US.

HBO: For the Throne

Rankings • WARC Creative 100, 2021

HBO, a television network, launched the final season of Game of Thrones by testing the loyalty of its fans.

2020 reshaped US media, but the pandemic is only part of it

Opinion • Cathy Taylor, March 2021

This article is part of the March 2021 Spotlight US series, “Media strategies for a shifting US landscape.” Read more

Re-writing the US TV ad sales upfronts for an effective and efficient future

Article • Mike Piner, WARC Exclusive, Spotlight US, March 2021

Looks at the legacy business model of the US TV upfront sales market, and how it can change to embrace a wider set of business goals.

Disney+ thrives during the pandemic – and plans for long-term growth

Article • Sam Peña-Taylor, WARC Exclusive, February, 2021

Entertainment giant, Disney, is beginning to stem its losses from the launch of its flagship streaming platform, Disney+, as it looks to a DTC-first future.

Apple soars at the ‘magic’ intersection of hardware, software and services

Article • Anna Hamill, WARC Exclusive, February 2021

As one of the world’s largest companies and a long-time leader in the consumer electronics category, Apple is leaning on product innovation, software and subscriptions to drive record growth.

Poor understanding inhibits adoption of connected TV

News • 29 January 2021

Digital video adspend is growing rapidly in the UK and connected TV (CTV) is a channel that offers many opportunities for brands, yet a new survey of 900 senior video marketers has revealed a series of hurdles to its greater adoption.

Consumers want ad-supported streamed content, but not just any ads

News • 28 January 2021

UK consumers are more than willing to watch ad-supported streaming content – but if you want them to watch the ads to the end, make sure they’re relevant to what people are watching.

Luxury brands tap the influence of Korean TV dramas

News • 25 January 2021

Korean TV dramas, popularly known as K-dramas, are becoming an increasingly important channel for luxury brands to connect with consumers, not just in South Korea but across the wider Asia-Pacific region.

DMA Grand Prix: BT Sport organic creativity to spur growth

News • 22 January 2021

Against a backdrop of steep budget cuts, UK-based pay-TV brand BT Sport was able to create and ride a wave of conversation by writing the script of the 2019/20 football season using AI, growing subscriptions by almost a third.

BT Sport: Unscripted

Case Study • DMA (UK), Grand Prix, 2020

BT Sport, a group of pay television sports channels, collaborated with Google Cloud, Opta and Squawka to write the script for the entire 2019/20 season using artificial intelligence.

Predictions for the next decade of sport streaming

News • 20 January 2021

As streaming enters the mainstream of sports viewing, a new paper anticipates that fans will increasingly subscribe to a handful of services, expecting the ability to switch plans on and off as needed.

OpenAP adds tech to increase more targeted ads and automation

News • 13 January 2021

TV network group OpenAP is to introduce technology that will give advertisers a digital-style view of available slots.

Pants Bear: Learning life one adventure at a time

Case Study • WARC Cases, 2020

Children’s education and entertainment brand Pants Bear launched in Malaysia with a content strategy tailored around cultural moments and learning activities.

LG Electronics expands into TV advertising

News • 08 January 2021

LG Electronics of South Korea, one of the largest TV manufacturers in the world, has acquired a 60% stake in Alphonso, a California-based TV data and measurement firm, as it seeks to expand its streaming TV ad business.

Discovery Plus puts money on live sport to take on streaming rivals

News • 06 January 2021

Discovery is betting on its €1.

The future of OTT in Asia: A playbook on how to grow your OTT services

Article • Brightcove, Research on WARC, December 2020

This report uncovers insights that will aid media companies, broadcasters, OTT streaming services and content owners in charting their own future in OTT.

Amazon Prime aims to expand cricket coverage in India

News • 15 December 2020

US streaming giant Amazon Prime Video has signalled its intent to grow its live cricket streaming service in India, ultimately challenging Disney’s leading position, reports the Financial Times.

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.