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Case Study • AME Awards, Gold & AME Green Award, 2021

WWF Germany, a wilderness preservation organisation, encouraged the world to call on the United Nations (UN) to end marine plastic pollution.

Home Centre: A Dad's Job

Case Study • AME Awards, Silver, 2021

Home Centre, a home décor brand, challenged the taboo of single parenting in the Gulf region and won both share of heart and share of wallet with Arab mothers.

Médecins Sans Frontières (MSF): Coronavirus crisis appeal

Case Study • Richard Slater, Katie Spicer, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Medecins Sans Frontiers (MSF), the humanitarian organisation, raised significant funds to provide urgent medical care in the battle against COVID-19 by anchoring its media spend around relevant news content in the UK.

Tesco: Little helps day

Case Study • Gregory Newman, Katy Harkness, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Tesco, the supermarket, improved its reputation among consumers and delivered profit growth with its one-day Little Helps Day radio campaign in Britain.

JetBlue: AirSMR

Case Study • Ellie Gogan-Tilstone, Stacy Carpenter, Jane Dorsett, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Airline, JetBlue, turned stressful holiday travel into a calming experience to lure new customers during the Christmas travel period with its AirSMR campaign in the US.

Boston Globe: #BostonStillRunning

Case Study • Ellie Gogan-Tilstone, Jamie Cuthbertson, Jane Dorsett, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

News outlet, The Boston Globe, created a love letter to the city of Boston as a tribute to the strength of its people during COVID-19 in the US.

Home Centre: A dad's job

Case Study • Tahaab Rais, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Home furniture retailer, Home Centre, bravely tackled a cultural taboo to transform conventional Father's Day communications in the Middle East.

NHS England: We are the NHS – Then, now, always

Case Study • Jane Dorsett, Jane Dorsett, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

The NHS, the world's largest free-to-residents public healthcare system, used an integrated channel approach to relaunch its recruitment drive during COVID-19 in the UK.

Absolut Vodka: Shockingly responsible

Case Study • Lara O'Brien, Regan Clarke, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Vodka brand, Absolut, stemmed its declining market share and volume to grow for the first time in six years with its Shockingly Responsible campaign in the US.

Allianz Life Insurance: Diabetes-driven workaround

Case Study • Tom Lehmann, Lukas Brocks, WARC Media Awards, Shortlisted, Best Use of Data, 2021

Financial services company Allianz combined data into a diabetes-driven workaround to target diabetics in Germany with a new life insurance product, while remaining GDPR-compliant.

Persil: Real change

Case Study • Sandy Doran, Jane Dorsett, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Laundry detergent, Persil, positively impacted its brand purpose credentials with the Real Change campaign in the UK.

CMOs: Stop obsessing about where you say it

Article • Ken Roberts and Darren Stein, WARC Exclusive, November 2021

Message ultimately beats media and Forethought’s Ken Roberts and Darren Stein discuss how great creative should start with a foundation of marketing science.

Change the Ref: Baseball

Case Study • Ellie Gogan-Tilstone, Courtney Calvert, Jane Dorsett, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Gun control advocacy group, Change the Ref, intercepted the nation's favourite pastime to grab the attention of white men in the US.

Ranger: Live the Ranger life

Case Study • Kirsty Toomer, Trang Le, Ngoc Tran, Ai LeKim, WARC Media Awards, Shortlisted, Best Use of Data, 2021

Auto manufacturer Ford grew sales of its Ford Ranger pick-up truck in Vietnam with a multichannel strategy driven by audience segmentation and an AI-powered algorithm.

Brand building at the speed of culture: The role of online video in Asia

Article • WARC Exclusive, November 2021

This study from WARC, in partnership with YouTube, looks at how brands in the APAC region have been keeping pace with shifting cultural trends and consumer behaviours to reach engaged customers with online video by uncovering common themes among winning YouTube Works campaigns.

Malee: Lonely Rambutan

Case Study • WARC Cases, 2019

Malee, a canned fruits brand, connected with Thai consumers by personalising loneliness with a short film to encourage an uplift in sales.

beIN Sports: Fans for life

Case Study • WARC Cases, November 2021

beIN Sports, a network of sports channels, increased brand awareness in the US by showing the devotion of the Hinchas.

Lacta: Act for Love

Case Study • WARC Cases, November 2021

Lacta, a chocolate brand, increased sales in Greece with a Valentine’s Day campaign featuring 28 real couples who often faced social stigma.

Spider-Man: Into the Spider-verse – There’s a Hero in All of Us

Case Study • WARC Cases, November 2021

Sony Pictures Home Entertainment, a media company, increased hype and DVD purchases of Spider-Man: Into the Spider-Verse in the US by getting eight of the top Twitch streamers to feature its characters in their gameplay.

Bodyform/Libresse/Libra: It's Normal. Period.

Case Study • WARC Cases, November 2021

Libra, a feminine hygiene brand, increased volume growth and category share in Australia by integrating period blood and products into popular Australian cultural icons.

McDonald's: McDonald's to Maccas

Case Study • Effies (North America), Australian Effies, Silver, 2021

McDonald's, the fast-food brand, increased its return on marketing in Australia.

TAL: Less death, more life

Case Study • Effies (North America), Australian Effies, Bronze, 2021

TAL, the insurance company, shifted brand consideration and regained category leadership in Australia.

Genea: Where babies come from

Case Study • Effies (North America), Australian Effies, Gold, 2021

Genea, the medical fertility, research and development company, launched a campaign to change the conversation around IVF in Australia.

Do famous faces reduce the effectiveness of ads?

Article • Darren Bridger, Callum Gould, Keith Ewart, Ellie Lucas, Chris Christodoulou, James Digby-Jones and Dr Baskar Jesudasan, Research on WARC, November 2021

This study from Saddington Baynes reveals insights behind the emotional impact famous faces have on brand advertising.

Look out

Opinion • Orlando Wood, November 2021

How do you create effective and memorable advertising in a world that seems to be turning inwards?

Strategy Toolkit module 1: How marketing works

Article • Strategy Toolkit, March 2021

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
Insights from the 2021 Creative Effectiveness Lions winners

Article • WARC Exclusive, August 2021

Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
What we know about using emotion

Article • WARC Best Practice, September 2021

Setting out key insights on using emotion, arguing that it helps to build a brand and business, while also giving a sense of the debate on its impact and its relationship to rational persuasion.
What we know about storytelling strategies

Article • WARC Best Practice, February 2021

Provides guidance and reading on storytelling strategies, or the fashioning of events into a meaningful, relatable story for customers to identify with and remember.
Anatomy of effectiveness: A white paper by WARC

Article • WARC Exclusive, June 2019

Summarises current thinking about how to advertise effectively, given the current sense that advertising is not driving the growth it should be.