Advertising best practice, evidence and insights

What we know about Health and Wellness Marketing

Article • WARC Best Practice, February 2020

Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.

Better for you packaged food in the US

Article • Euromonitor Strategy Briefings, March 2019

A category analysis of better for you (BFY) packaged food in the US, which includes company profiles, an overview of health and wellness in the US, key trends and category forecasts.

Using technology to drive behavioural change in healthcare

Article • D'Arcy King, WARC Best Practice, February 2018

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.

Imagine a world where news doesn’t exist

Article • Denise Turner, WARC Exclusive, October, 2020

Research by Newsworks into the impact of news media on individual consumers and society.

What's working in QSR

Article • WARC Category Intelligence, October 2020

Global strategies, campaign updates and trends in the QSR category.

Guiding principles: Why marketers need to anchor actions in brand purpose

Article • Low Lai Chow, Event Reports, All That Matters, September 2020

At All That Matters, Dole’s Rupen Desai and Grab’s Cheryl Goh outline the role of brand purpose as a guiding principle in the larger business imperative.

2020 has shown that companies have a ‘purpose gap’

Opinion • Alex Lewis, October 2020

New research from Revolt highlights a gap between business rhetoric on brand purpose and the experiences of their customers.

Edelman Trust Barometer: September 2020 report on brands and racial justice in America

Article • Research on WARC, September, 2020

Updates June 2020 report on what Americans think about the fight to combat racial injustice and the role they feel brands should play.

Experience is more than just the next theme of your ad campaign

Opinion • Grace Francis, October 2020

Karmarama’s Grace Francis outlines three ways in which brands can authentically close the gap between communications and experience.

How Viagra’s repositioning brought unexpected benefits

News • 14/10/2020

Marketers need to reflect evolving social attitudes and expectations, including a greater openness to discussing personal and emotional topics in order to form more meaningful relationships with consumers; it’s in that context that Viagra has ...

Why brands need to put Black Lives Matter in context

News • 14/10/2020

As brands increasingly recognise they need to acknowledge the Black Lives Matter (BLM) movement, understanding its context – and how other brands have both succeeded and failed in addressing it – is a crucial first step.

John Lewis: An amazing decade

Case Study • Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2020

John Lewis, a department store, created a series of Christmas ads in the UK from 2010 to 2019 to increase sales and make the brand a staple part of everyone's Christmas.

Lessons from failure: The ethical, and economic, opportunities in pursuing diversity

Article • Lydia Amoah, WARC Exclusive, October 2020

Looks at how brands can both avoid racially-insensitive missteps and build opportunity by focusing on diversity.

Sudocrem: From Sudocrem to super-crem

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

Sudocrem, a brand of nappy rash cream, released a series of online and TV ads that used calming scenarios to show UK families how soothing the product is.

Fidelity Stocks & Shares ISA: How Fidelity won minds by appealing to hearts

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

Fidelity, an investment management service, increased relatability among consumers in the UK by creating an emotion-led TV campaign that followed a Fidelity family.

The three social media waves of the Black Lives Matter movement – and how they impact marketing in this moment

Article • Husani Oakley, WARC Exclusive, October 2020

The Black Lives Matter movement is actually comprised of three waves, which were formed not just by incidents of violence – and murder – against Black people, but also by how social media helped propagate awareness of BLM; they are the Martin Wave, the Brown Wave and the Floyd Wave.

Diageo portfolio: Marketing Catalyst – Creating a culture of marketing effectiveness

Case Study • Institute of Practitioners in Advertising, Gold, Best Use of Data and Best New Learning, IPA Effectiveness Awards, 2020

Diageo, an alcoholic drinks brand, created a web-based tool to help marketers decide how to better spend their money to deliver more gross profit from its marketing globally.

Unlocking the value of direct-to-fan for Formula 1

Case Study • Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2020

Liberty Media, a US mass media company and owner of racing brand Formula 1 (F1), recast conventional customer relationship management (CRM) for F1 as an entertainment service and drove a significant uplift in F1 product sales.

Building a brand fit for the biggest decision of your life: Made in the Royal Navy

Case Study • Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2020

The Royal Navy, the United Kingdom's naval warfare force, increased recruitment and reaffirmed support amongst those already serving with a five-year recruitment campaign.

L'Oréal Paris: Magic Retouch

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

L'Oréal Paris, a beauty brand, cut through the hair colour category communication codes to make Magic Retouch, a root concealer, an essential ally in women's lives across Europe.

WaterAid: A partnership that has saved five million children’s lives and built a new model for fundraising

Case Study • Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2020

WaterAid, a non-governmental organisation, saved five million children’s lives and developed a new model for fundraising over its 16-year campaign in the UK.

Why brands must up the ante on being anti-racist

Opinion • Satyen Dayal, October 2020

Racism isn’t just an American problem, it’s a systemic global problem. While the circumstances in the UK and Europe may be different than in the United States, racial injustice is a societal concern on both sides of the Atlantic, and all over the world – and recent research from our Edelman Trust Barometer proves it.

Which?: From kettle reviews to fake news

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

Which?, a reviews website, launched a series of creatives that reviewed fake reviews to highlight to UK consumers that it had the facts when the internet was full of fakes.

From instant gratification to lasting national pride: The big change that built a more lucrative love for National Trust for Scotland

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

National Trust for Scotland (NTS), a governing body of protected sites, re-positioned its brand as a Scottish charity worth supporting by releasing a series of TV, radio and OOH ads that positioned support for NTS as support for Scotland.

Gala Bingo: Playing the long game

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

Gala Bingo, an online bingo brand, increased ROI and awareness in the UK by launching a multi-year TV sponsorship deal to reach a more diverse audience.

Consumer attitudes