Advertising best practice, evidence and insights

Technology and retail: Get the balance right

Article • Asai Meyer and Terence Ling, WARC Trends, July 2021

TBWA\Hong Kong’s Asai Meyer and Terence Ling examine the balance that brands need to strike when applying advanced technology to retail operations.

The state of advertising identity

Article • Ian Hocking, WARC Exclusive, July 2021

Considers the various post-cookie advertising identity solutions available to marketers.

First-party data: A matter of survival in China

Article • Mike Zhu, Kevin Cheung and Shirley Li, WARC Exclusive, July 2021

Advice on how to execute a first-party data strategy in China.

What should brands do as third-party cookies crumble?

Article • Kenneth Pao, WARC Exclusive, July 2021

Guidance for APAC marketers on how to achieve personalisation without third-party cookies.

The WARC Guide to The future of identity

Article • WARC Best Practice, July 2021

A summary of new thinking and best practice on the future of identity.

Data and AI for personalisation: How Telstra delivers higher engagement and conversions

Article • Mukta Lad, Event Reports, Adobe summit, April 2021

Australian telco Telstra explains why personalised experiences are important and how they can be created at scale by using data, artificial intelligence and machine learning.

The future of identity in a post-cookie landscape

Opinion • Reshma Karnik, July 2021

Only players that have quality audience data, track consumer journeys, make data addressable and diversify to different cookieless identity strategies will survive.

Hyper-personalisation is the way to go: But to what extent?

Opinion • Dave Dabbah, July 2021

The extra effort to make marketing more hyper-personalised may not always pay off but CleverTap’s Dave Dabbah says brands should still increase personalisation as it improves the overall customer experience, which ultimately strengthens customer relationships.

Nestle’s post-pandemic focus: Agility, engagement, and DCO

Article • Robert Heeg, Event Reports, IAB Interact, May 2021

Tina Beuchler, Global Head of Media & Agency Operations, Nestlé on the challenges and opportunities in a changed world.

Bose: Noise-o-Meter

Case Study • Mona Hassanie, WARC Prize for MENA Strategy, Shortlisted, 2021

Audio technology brand, Bose, solved a common, everyday problem for consumers in the Middle East as a way of highlighting its value proposition in tough economic times.

Home Centre: A dad's job

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2021

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

Burger King: Pay Cut Whopper

Case Study • Mona Hassanie, WARC Prize for MENA Strategy, Shortlisted, 2021

Fast-food chain, Burger King, humanised the transactional nature of app orders to increase home delivery sales in the UAE.

KFC Arabia: Shift+K+F+C

Case Study • Rifaat Fakih, Jennifer Fischer, Haikel Ben Hammouda , WARC Prize for MENA Strategy, Shortlisted, 2021

Fast-food brand, KFC, went beyond the norm of giveaways and sponsorships to tap into the gaming culture and lift sales in Saudi Arabia.

Loto Libanais: Dream Number

Case Study • Noor Hassanein, WARC Prize for MENA Strategy, Shortlisted, 2021

Lottery operator Loto Libanais literally changed the game to reignite engagement and increase ticket sales in Lebanon.

Digital CX: The inevitable customer service shift for APAC

Article • Vivien Ang, WARC Exclusive, June 2021

As the COVID-19 pandemic becomes endemic, customer experience (CX) has become more important than ever for companies.

Coca-Cola: The phonetic can

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Coca-Cola, a soft drink brand, turned every can of Coke into an opportunity to learn with its Phonetic Can campaign in South Africa.

German Rail: No need to fly

Case Study • Cannes Creative Lions, Silver, Creative Effectiveness Lions, 2021

German Rail, a rail operator, created a data-driven social media campaign based on CO2 consumption to publicise its summer promotional tickets and domestic travel in Germany.

Aeroméxico: People are the places

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Aeroméxico, an airline brand, increased ticket sales in Mexico by launching personalised ticket sales that sold tickets based on people's individual origin and destination.

Visit Flanders: Mud soldier

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Visit Flanders, the Flemish tourism authority, forged an emotional connection between the tragic anniversary of the WWI battle of Passchendaele and potential visitors from Europe, North America and Australia.

DB Export: I'm drinking it for you

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

DB Export, a beer brand, launched a multimedia campaign which used experiential marketing and a multi-platform takeover to launch its DB Export Gold Extra Low Carb beer in New Zealand.

DigiBete: Digital Platform

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2021

DigiBete, a free online service to support children and young people with Type 1 diabetes (T1D), designed and launched an online platform and mobile app in the UK that provided personalised care plans to children and young people with T1D.

Using data to inform customer journey planning from a cultural perspective

Article • Virginia Alvarez, WARC Exclusive, June 2021

Brands need to understand how cultural norms and nuances play into people’s purchasing decisions – an influencer of consumer behavior that has, until now, been largely overlooked by marketers.

TikTok: Hive

Case Study • MMA Smarties, Silver, MENA, 2020

TikTok, a social media platform, hosted a virtual even to bring people together in the Middle East after a year of COVID-19.

RAKBANK: Convertsations - Kickstarting new SMEs amidst the Pandemic

Case Study • MMA Smarties, Gold, MENA, 2020

RAKBANK, a banking brand, launched its Conversations campaign to help new small- and medium-sized enterprises (SMEs) establish themselves in the UAE during the COVID-19 pandemic.

RAKBANK: Memotraits - AI Brings Memories to Life

Case Study • MMA Smarties, Gold, MENA, 2020

RAKBANK, a banking brand, turned memories into tactile experiences for FC Barcelona fans in the UAE with its Memotraits campaign.

Personalisation