Australia & New Zealand

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Google experiments with burying commercial news

News • 15 January 2021

Google has taken the extraordinary step of trialling the suppression of search results that link to commercial news outlets, part of a campaign against the proposed News Media Bargaining Code, as the search giant claims the draft law will undermine t

1-2 ads per OTT TV break proves most popular

Data • Rob Clapp, WARC Data Points, January 2021

An overview of OTT TV content consumption by device and consumer preference for different ad loads.

Global Marketing Index: December 2020

Data • Zoe McCready, WARC Data, December 2020

This article summarises the results of the Global Marketing Index for December 2020, when the global index for marketing budgets reached its highest ever levels of growth.

One in four young adults has bought via social media

Data • Rob Clapp, WARC Data Points, December 2020

An overview of consumers who have made a purchase via social media in the past six months across 11 markets.

One in four kids watches e-sports content

Data • Rob Clapp, WARC Data Points, December 2020

An overview of e-sports activity among 13 to 18 year olds across 13 different countries.

HP: Future X – The Future of Work

Case Study • Bella Handfield, Scindya Datt, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

HP, the technology company, launched its Elite Dragonfly laptop in Singapore, Korea, Australia and India with the Future X content series.

Two teams, 3000 miles, lowest emissions possible: How Shell used The Great Travel Hack to reach out to Millennials

Research Paper • MRS Awards Papers, Finalist, MRS Award for Creative Development, 2020

Shell, an oil and gas company, launched a research study using combined online ethnography and mini workshops to reveal key insights about its target which allowed it to better connect with millennials globally.

Transport for NSW: How to keep people moving and physically distanced

Research Paper • MRS Awards Papers, Finalist, MRS Award for Creative Development, 2020

Transport for NSW (TfNSW), a government agency, conducted behavioural research to unlock behaviour insights to reduce crowding and delays.

Why creativity is at the core of sports marketing

Article • Mukta Lad, Event Reports, Mumbrella Sports Marketing Summit, October 2020

At the Mumbrella Sports Marketing Virtual Summit, panellists shared insights on where Australia stands in the sports marketing landscape.

APAC consumers believe optimistic outlook is key to better living: AIA Group study

News • 03 December 2020

The most important ingredient for living a healthier, longer and better life was identified as “an optimistic outlook”, according to a new study released by AIA Group.

Over two-thirds of online purchases start with Google or Amazon

Data • Rob Clapp, WARC Data Points, December 2020

An overview of online purchase journeys and inspiration in Australia, Germany, Sweden, the UK and the US.

The time to build stronger relationships with Aussie sports fans is now

Article • Mukta Lad, Event Reports, Mumbrella Sports Marketing Summit, October 2020

Publicis’ Ashley O’Rourke shares insights on the state of sports sponsorship in Australia and where future opportunities lie at the Mumbrella Sports Marketing Summit.

Virgin Australia: SEM ad & feed solution

Case Study • Monique Gilbert, Erin Hudson, Alice Hughes, Ben Will, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Virgin Australia, the airline, created an automated solution for updating online ad copy to ensure accuracy and save time in Australia.

Global Marketing Index: November 2020

Data • Zoe McCready, WARC Data, November 2020

This article summarises the results of the Global Marketing Index for November 2020, when the Headline GMI and the global index for marketing budgets maintained growth.

Many Australians believe brands lie in marketing communications

News • 01 December 2020

A new survey by customer life cycle management specialist Customology has found that 74% of Australians believe that brands lie in their marketing communications.

Subscription TV boasts higher engagement with Aussie viewers: Foxtel study

News • 26 November 2020

Subscription watching delivers a more engaged audience than non-subscription, according to a new study released by Foxtel in partnership with strategic insights consultancy Nature.

Tourism Tasmania: Come Down For Air

Case Study • APG (AUS), Creative Strategy Awards, Gold, 2020

Tourism Tasmania, the Tasmanian Government's tourism marketing agency, promoted tourism in Tasmania with its campaign Come Down for Air.

TAL: From 'life insurance' to 'insurance for life'

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

TAL, a life insurance company, increased consideration for the brand in Australia by focusing on the living benefits of life insurance with its Scars campaign.

Alcohol. Think Again: I Need You To Say No

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

Alcohol. Think again, a public education programme, relaunched its campaign Parents, Young People and Alcohol to encourage more parents in Western Australia not to supply alcohol to their children under the age of 18.

Federal Chamber of Automotive Industries: IsMyAirbagSafe.com.au

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

The Federal Chamber of Automotive Industries (FCAI), a manufacturer, launched a series of creatives featuring warnings about unsafe airbags in various motor vehicles to encourage Australians to register to get their air bags checked.

Tourism Australia: Working Holiday Maker

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

Tourism Australia, the Australian tourist board, positioned gap years in Australia as an opportunity for young people to stand out from their peers with its campaign Australia Inc.

WA Super: Super is Boring

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

WA Super, a superannuation fund, kickstarted a conversation about the 'boring' topic of superannuation in Western Australia and encouraged more people to engage with their superannuation fund with the campaign Super is Boring.

How identifying pain points along the Australian Defence Force's recruitment process led to breakthrough innovations

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

The Australian Defence Force (ADF), a military organisation, addressed three pain points in its recruitment process, which led to innovative breakthroughs.

Sydney Children's Hospitals Foundation: Curing Homesickness

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

Sydney Children's Hospitals Foundation, a charity, encouraged donations and united Australians behind the cause of tackling homesickness in children's hospitals.

ALDI Good Different Phase 2: Questioning the cult of loyalty

Case Study • APG (AUS), Creative Strategy Awards, Gold, 2020

ALDI, a supermarket, revealed the false benefits of loyalty programmes and increased revenue with its Pointless Points campaign in Australia.

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.
COVID-19: Learnings from Australian and global trends

Research Paper • Daniel Bone, Research on WARC, March 2020

COVID-19 has brought into focus how the FMCG industry provides critical value on a daily basis for those in need of basic necessities.