Australia & New Zealand

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NRMA Home Insurance: Every Home Is Worth Protecting

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

NRMA, a home insurance brand, launched its platform Every Home is Worth Protecting in Australia, with a pledge to plant a tree for every insurance policy sold.

Shining a light on climate confusion

Article • Grey, WARC Exclusive, March, 2021

People in APAC may be concerned about global warming but are confused about what kind of actions profoundly impact climate change; this is where brands can step in and bridge the climate awareness gap.

How brands can step up to clear up climate confusion

Article • Måns Tesch , WARC Exclusive, February, 2021

Grey’s Måns Tesch says people in APAC may be concerned about global warming but are confused about what kind of actions profoundly impact climate change.

Global Marketing Index: February 2021

Data • Zoe McCready, WARC Data, February 2021

This article summarises the results of the Global Marketing Index for February 2021, when the index for staffing levels came back into growth for the first time since February 2020.

How ANZ brands can catch up and win back consumers in 2021

Opinion • Mary Winter, February 2021

The brands that won the hearts of consumers in 2020 were the ones that stepped up, even when they didn’t have to. Those that didn’t are now lagging behind but it’s not too late to make a difference, writes Mary Winter.

Spot volume down by a tenth as coronavirus hit

Data • Rob Clapp, WARC Data Points, February 2021

An overview of TV advertising spot volumes by category in Australia between September 2019 and December 2020.

Advertisers struggling to leverage CTV effectively

Data • James McDonald, WARC Data Points, February 2021

An overview of important factors and effectiveness when delivering a relevant video advertising experience among practitioners across seven markets.

What Facebook pulling news content in Australia means for advertisers

Opinion • Ben Willee, February 2021

In Australia, Facebook has gone nuclear in response to the government’s News Media Bargaining Code. Spinach’s Ben Willee on what all this means for advertisers.

How category growth and market share drive CPG revenue gains

Article • Stephen Whiteside, Research on WARC, February, 2021

Players in the consumer-packaged goods (CPG) industry need to be aware of the growth drivers that are most impactful for organizations of different sizes.

Mobile activity rose 16% among older audiences last year

Data • Rob Clapp, WARC Data Points, February 2021

An overview of the growth in mobile consumption by age group in Australia, Canada, France, Germany, South Korea, the UK, and the United States.

B2B organisations need better support from their agencies

Opinion • Simon Woolley, February 2021

B2B organisations are proactively plotting brand stretch and moves into new geographies and industries in 2021, but their PR and Marketing agencies aren’t on the same page, says Simon Woolley.

EU: Google and Facebook could face publisher payments in Australia-style plans

News • 10 February 2021

The European Parliament is considering new powers to force platforms to accept binding arbitration in licensing talks and to give publishers advance warnings of algorithmic changes, in a major blow to Google and Facebook, who have opposed such measur

Search and social drive 44% of publisher page views

Data • Rob Clapp, WARC Data Points, February 2021

An overview of search and social referrals to digital publishers.

Microsoft ready to fill the gap if Google quits Australia

News • 04 February 2021

Microsoft has waded into the increasingly tense stand-off between the Australian government and Google and Facebook over plans to allow news outlets to bargain collectively over money for the use of their content by the tech giants.

Brands need to unpack consumer signals in real time

News • 04 February 2021

With digital interactions between consumers and brands in Australia overtaking offline ones, brands are having to adapt at pace, says OMD Australia’s Mette Breith.

The economic case for creativity in tech

News • 02 February 2021

In the Australian banking industry, digital transformation has been effectively ‘templatised’, leading to undifferentiated experiences – investment in digital creativity is necessary to create long-term stakeholder value, says Mindshare Australia’s T

A third of adults watch live TV on their mobile or computer

Data • Rob Clapp, WARC Data Points, February 2021

An overview of the share of adults who watched live TV content on their mobile, tablet, or computer in the past week across 17 different markets.

How‌ ‌to‌ ‌avoid‌ ‌getting‌ ‌lost‌ ‌in‌ ‌the‌ ‌sea‌ ‌of‌ ‌digital‌ ‌sameness‌

News • 01 February 2021

In the race for best practice, digital experiences have become bland and few Australian brands have been successful in creating a truly unique digital experience - marketers need to act now to avoid what will be a big brand challenge for a future hea

Find the memorable, messy magic in the seams of your brand

News • 29 January 2021

When developing a ‘digital brand experience’, much of our learning on branding and behaviour still goes out the window in a quest for something seamless, frictionless, easy - something, in short, that is not an effective brand experience at all.

Global Marketing Index: January 2021

Data • Zoe McCready, WARC Data, January 2021

This article summarises the results of the Global Marketing Index for January 2021, when the Headline GMI and the global index for marketing budgets show stabilising rates of growth.

Bland to brand in three steps: How to avoid getting lost in the sea of digital sameness

Article • Sarah Cajelot, Joel Molinari, Emma Lester and Eloise Liley, WARC Exclusive, Spotlight Australia, January 2021

The TBWA\Melbourne team outlines how brands can avoid becoming forgettable in the race to be seamless, frictionless, personalised and data-driven.

Making memorable magic: Why seamless sucks in digital brand experiences

Article • Alison Tiling , WARC Exclusive, Spotlight Australia, January 2021

VMLY&R’s Alison Tiling makes the care for incorporating the imperfect and unique in digital brand experiences to remain memorable with consumers.

How can Australian marketers design memorable digital brand experiences?

Opinion • Gabey Goh, January 2021

Smooth, speedy digital experiences are now expected by Australian consumers, meaning that brands must find ways to be truly memorable in order to stand out, Gabey Goh, WARC’s Asia Editor, argues in this introduction to a new, expanded APAC Spotlight series.

Using consumer signals to deliver meaningful brand experiences online and increase share of search

Article • Mette Breith , WARC Exclusive, Spotlight Australia, January 2021

OMD’s Mette Breith outlines how brands should leverage social listening alongside other consumer signals as the first step in delivering meaningful brand experiences.

Leveraging the creative tension that is transforming the bland world of financial services

Article • Tanvi Singh , WARC Exclusive, Spotlight Australia, January 2021

Mindshare’s Tanvi Singh outlines lessons that financial services brands can take away from the dynamic segment of fintech brands.

Why Unilever believes “consumers are dead”

Article • Andrea Sophocleous, Event Reports, WFA Global Marketers' Conference, March 2014, pp. 0-0

This event report discusses why Unilever, the FMCG giant, believes the idea of the "consumer" is flawed.
E-commerce shopping more frequent because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of whether consumers are more frequently shopping online rather than in-store as a result of the novel coronavirus (COVID-19) outbreak.
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.
Chobani: #PlainInspiring

Case Study • Maria Gioffre, WARC Prize for Social Strategy, Silver and Special Award for Analytics, 2015

This case study explains how Chobani, the yoghurt brand, built its premium positioning and encouraged people to eat more yoghurt with a social media campaign in Australia.
DB Export: I'm Drinking It For You

Case Study • Ahmad Salim, James Tucker, WARC Awards, Grand Prix and Best Multiplatform Award, Effective Content Strategy, 2020

Beer brand DB used a multiplatform takeover encompassing TV, radio, print, digital, social and experiential to launch its DB Export Gold Extra Low Carb beer in New Zealand.
The Digital Brand Effect: How digital advertising builds brands and delivers long-term brand impact

Article • Allan Breiland and Natalie Stanbury, WARC Exclusive, March 2020

Offers an overview of a recent study by IAB Australia and Kantar into the effect of digital media on brand building.