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ViacomCBS EyeQ: Culture of influence

Article • Research on WARC, October 2021

Explores the all-consuming impact of online creators and their communities on culture, brands and beyond.

From discovery to purchase: The role of community commerce

Article • WARC Exclusive, October 2021

This report, produced in partnership with TikTok and Publicis Groupe, explores the role that social communities play in influencing purchase decisions.

What we know about marketing on Facebook

Article • WARC Best Practice, October 2021

Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.

Paddy Power: Save Our Shirt - How a brand turned the tables on its own sector by saving fans’ football shirts from betting sponsors

Case Study • APG (UK), Bronze, 2021

Paddy Power, a betting firm, launched the #SaveOurShirt campaign in the UK to change the way betting firms sponsor football clubs kit and save fans from becoming walking billboards by removing sponsorship logos from shirts.

IKEA: Counting Sheep and Losing Sleep

Case Study • APG (UK), Entrant, 2021

IKEA, a home furnishing brand, launched a campaign in the UK to drive growth in bedrooms by reasserting itself as the expert in sleep.

Disinformation is eroding consumer trust, what role do advertisers play in de-funding false and inflammatory news?

Opinion • Tanzil Bukhari, October 2021

After years of pressure and uncertainty, stakeholders across the digital ad ecosystem are putting their best foot forward to tackle inflammatory rhetoric, misinformation and disinformation, says Tanzil Bukhari, Managing Director, EMEA, DoubleVerify.

McDonald's Canada: Friends Wanted - The One Where Ross & Rachel Helped Planning Reimagine Recruitment

Case Study • APG (UK), Gold, 2021

McDonald's, a fast-food chain, launched a recruitment campaign in Canada to improve the negative perception among potential Gen Z recruits and to encourage them to apply.

The United Nation’s Secretary General: Science fiction advice when the world needed just science - The global communications fight to stem the tide of COVID-19 and misinformation

Case Study • APG (UK), Entrant, 2021

The United Nations Secretary General launched a global campaign to fight the spread of COVID-19 misinformation by providing the public with scientific, fact-based information.

adidas GMR: Planning in Development

Case Study • APG (UK), Entrant, 2021

adidas, a sportswear manufacturer, launched a global campaign to increase awareness of new technology that was designed to get the younger generation moving.

Stella Artois: The Art of Adaptability and The Birth of The Life Artois

Case Study • APG (UK), Entrant, 2021

Stella Artois, a lager brand, launched a worldwide campaign to become the world's most desirable premium European lager, grow or maintain sales, and expand into new territories.

BT Sport: Unscripted Or - ‘How we talked about it for two weeks and decided the internet was right’

Case Study • APG (UK), Entrant, 2021

BT Sport, a telecommunications company, launched a campaign in the UK to match previous years' sales with a fraction of the media spend.

Ally Financial: Ally Island, the only bank worth visiting in Animal Crossing

Case Study • APG (UK), Entrant, 2021

Ally, a digital bank, launched a campaign in the US and created an experience within the game, Animal Crossing, which is modelled after the real world.

Boots: A New Prescription for Covid Times

Case Study • APG (UK), Entrant, 2021

Boots, a health and beauty retailer and pharmacy, launched a campaign in the UK to be the authority figure that the public needed by providing expert advice.

Freedom From Torture: Give a damn, do what we can - How we responded rapidly to raise money for survivors of torture in lockdown

Case Study • APG (UK), Entrant, 2021

Freedom From Torture, a British registered charity, launched a campaign in the UK to challenge the public's beliefs on torture and raise money to support asylum seekers.

Creating a New Normal for Sex: COVID-19 x Durex

Case Study • APG (UK), Entrant, 2021

Durex, a condom brand, launched a worldwide campaign to increase relevance and challenge human insights about personal sexual safety in order to help halt the worldwide rampage of STIs.

What the Facebook outage should teach marketers

Opinion • James Milne, October 2021

Six hours with no Facebook, Instagram or WhatsApp was a major global story. Similar platform outages are likely in future, cautions Outbrain’s James Milne, whose advice to marketers is to diversify spending.

Stroke Association: From combat to construct - Rebuilding the story of stroke

Case Study • APG (UK), Entrant, 2021

The Stroke Association, a national charity, launched a campaign in the UK to raise awareness and understanding of strokes, drive propensity to support and drive engagement through an idea establishing the relevance of the cause.

SMART Myanmar: Weaving garment workers together

Case Study • SABRE Awards, APAC In2, Best in Real-Time Engagement, 2021

SMART Myanmar, the non-profit organisation, was tasked to support the development and deployment of an educational application for garment workers in Myanmar.

Qatar Airways: Keeping the love for flying alive

Case Study • SABRE Awards, APAC In2, Broadcast Media (Radio/Television), 2021

Qatar Airways, the air travel brand, strengthened preference for the brand and reintroduced unique servings and offerings in India.

Getting in Early Doors: How we helped Jägermeister focus on the off-trade before the pandemic made it a necessity

Case Study • APG (UK), Entrant, 2021

Jägermeister, a liquor company, launched a campaign in the UK to increase off-trade sales and volume and value of the alcohol by increasing occasion penetration.

Singha Soda: When inspiration pops

Case Study • SABRE Awards, APAC In2, Best Use of Global Social Networking Platforms, 2021

Wildcats, the entrepreneurial platform, launched a 4-week challenge in Myanmar.

Commerce and video streaming are most important trends for APAC marketers

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of the most significant consumer behaviours affecting the marketing industry in Asia Pacific.

Brands moving Instagram strategy to carousel posts and IGTV

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of Instagram posts by format (photo, carousel, video or IGTV) between 2019 and 2021.

Modern marketing in Vietnam: The use of mobile in the digital marketing mix

Data • WARC Data, October 2021

Summarises the findings of WARC's latest mobile marketing survey, conducted across Vietnam on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

B2B marketers use broader range of channels than B2C

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of marketing channels used by B2B and B2C companies.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
What we know about social media effectiveness

Article • WARC Best Practice, May 2021

Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • 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.
What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Global Ad Trends: State of The Industry 2020/21

Data • James McDonald, Rob Clapp, WARC Data, November 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption, and cost inflation this year and next. Key findings include:
What we know about combining TV with digital media

Article • WARC Best Practice, July 2021

Provides marketers with information and guidance about combining TV and digital media strategies.