Case Study
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DMA (UK), Gold, 2020
O2, a telecommunications brand, re-engaged audiences with a campaign that increased the number of people downloading and using the O2 Priority app in the UK.
News
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20 January 2021
Coverage of Apple’s nascent automobile interests has tended to focus on these vehicles' purported autonomy.
Article
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Rob Sellers & Dulcie Omonubi, WARC Exclusive, January, 2021
As niche offerings and challenger brands capture emerging demographics, can the mass market brand compete with innovation?
Case Study
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WARC Cases, 2019
Slovak bank VÚB Bank got its consumers to open saving accounts with a campaign that used humour to communicate the benefits of saving money.
News
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18 January 2021
‘Smart brevity’ newsmonger Axios is planning to diversify its revenue beyond supplying information: by selling its bullet-pointed in-depth short-form style as a service.
News
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18 January 2021
In response to the current levels of redundancy, MG OMD has launched a media foundation course, covering core media disciplines and making this training available to the UK advertising industry.
News
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13 January 2021
The worth of Asia’s online video market exceeded $30 billion for the first time in 2020, new research shows, as revenue from paid subscriptions overtook ad revenue, again for the first time.
Article
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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.
News
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11 January 2021
In search of growth beyond the ultra-competitive Chinese market, fast-fashion startups are looking at the rest of the world for expansion, and the potential to sharply undercut global leaders.
Case Study
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WARC Cases, 2019
Automotive brand Volkswagen earned media attention and grew conversion rate in Malaysia with an s-commerce campaign during the 12.12 online shopping festival.
News
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08 January 2021
Uber Connect, an on-demand package delivery service, went from idea to launch in a matter of weeks as the brand responded decisively to the signals it saw in the market.
Article
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Anna Hamill, WARC Exclusive, January 2021
Nike, the global sportswear brand, is leaning into e-commerce and an exclusive membership programme to boost sales and customer retention.
Opinion
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Andrew Barraclough, December 2020
Cast your mind back to March/April this year. It may feel like a lifetime ago but something interesting started to take shape in the early stages of lockdown. While restrictions led to inertia in all sorts of ways – things closing, less movement, limited interactions – there was also a flurry of activity.
Article
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Euromonitor, Research on WARC, December 2020
The combination of officially mandated shutdowns and radical cutbacks in consumer demand due to COVID-19 is reshaping physical space and the surge in demand for e-commerce is putting pressure on brick-and-mortar operators.
Research Paper
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Melanie Castro, Kristin Hickey, James McLintock, ESOMAR Conference papers, Insights Festival, 2020
Global cosmetics brand Estée Lauder explains the concept of defensive innovation and how it led to its creation of a six-step approach to supporting businesses in becoming risk-ready.
Research Paper
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Nicholas Lee Jianhao, Alex Wilman, ESOMAR Conference papers, Insights Festival, 2020
Semiconductor and software design company Arm Holdings and global insight agency Northstar championed Design Thinking (DT) to better understand the relationship between youth and tech, leading to the design of a cyberbullying prevention app.
Article
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Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2020
Global mobility company Uber is the enfant terrible of transport, known for a killer product and ruthless agility – the lessons it provides now as a large company are invaluable.
Opinion
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Guy Hanson, December 2020
Guy Hanson of Validity Inc. discusses how award-winning marketing campaigns have evolved during the pandemic to effectively engage with consumers.
Article
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Brian Carruthers, Event Reports, DMWF Virtual, September 2020
When the pandemic led to the cancellation of its flagship event, test and measurement company NI had to rethink not just the event itself, but the entire marketing approach built around it.
Opinion
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Richard Neish, December 2020
Crisis is a catalyst to change; today’s brand resilience was not born of face masks, doorstep-clapping and the rebirth of the QR code, but of a different crisis, explains Kin + Carta Connect ’s Richard Neish, introducing new research.
Case Study
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Sian Kitchen, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020
Premium bread brand Molenberg turned to sponsorship to raise awareness and increase sales in New Zealand, while simultaneously championing gender equality.
Case Study
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Shannon Toumey, Victoria Shobe, Angela Scire, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020
Broadcaster FOX attracted viewers in the US to its 9-1-1: Lone Star series through a sponsorship deal with the New York Post that included premium print and digital ad placements, social media amplification, and a branded food truck.
Article
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WARC Category Intelligence, December 2020
Global strategies, campaign updates and trends in the tech and electronics category.
Case Study
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Jason Jahn, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020
Cricket Wireless, the telecommunications carrier, partnered a popular Spanish-language TV show to raise awareness amongst the important Hispanic audience in the US.
Case Study
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Kaori Yatsu, Hiroaki Taki, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020
Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.
