Article
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WARC Best Practice, July 2021
Provides marketers with information and guidance about combining TV and digital media strategies.
Article
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WARC Best Practice, July 2021
Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.
Article
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Mukta Lad, WARC Exclusive, Marketing Influence 360 Conference, April 2021
Instead of focusing on creating ads, brands may consider looking at building content and there are ways to create great content that can be the ad itself.
Case Study
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Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2021
Huggies, a diaper and baby wipes brand, increased sales in South Africa by launching a distance tracking device for babies who participated in an online marathon to prove Huggies diapers are the best for moving babies.
Case Study
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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.
Case Study
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WARC Awards
for Effectiveness, Shortlisted, Instant Impact, 2021
Canadian airline Air Transmat ran a multi-channel campaign encouraging customers to use their vacation days to grow sales, awareness and increase differentiation.
Case Study
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WARC Awards
for Effectiveness, Shortlisted, Business-to-Business, 2021
Crown corporation and credit agency Export Development Canada broadened its appeal to SMEs through the creation of its Business as Unusual platform to help businesses during Covid-19.
Case Study
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WARC Awards
for Effectiveness, Bronze, Instant Impact, 2021
In 2020, Canadian children's hospital the Sick Kids Foundation was in the fifth year of a six year fund-raising campaign for a new hospital; it focused on the milestone of one million unique donors to drive monthly and one-time donations, and build brand health.
Case Study
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Tass Tsitsopoulos, WARC Awards
for Effectiveness, Grand Prix, Collaboration & Culture, 2021
Quick-service restaurant McDonald's teamed up with an inspirational icon to build the brand and drive traffic with multicultural youth in the US.
Case Study
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SABRE Awards, Gold, North America, 2021
Gwinnett County Government, a government district in the state of Georgia, encouraged its residents to take preventative measures to reduce the spread of COVID-19 through a campaign that used real Gwinnett mothers to spread the message.
Case Study
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SABRE Awards, Gold, North America, 2021
Petco, a pet retailer, launched its campaign Stop the Shock to raise awareness among US pet owners of the detrimental effects that electric shock collars can have on their pets.
Article
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WARC Category Intelligence, April 2021
Global strategies, campaign updates and trends in channel integration.
Article
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Anna Hamill, WARC Exclusive, April 2021
In 2015, Tesco – the UK’s biggest supermarket chain – was a brand in fundamental decline.
Opinion
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Ben Jankowski, March 2021
No matter which part of US media you look at, change is afoot, whether it’s the push for changes to the $20 billion upfront TV sales season, or digital, where greater emphasis on consumer privacy concerns is radically altering how brands can target. Or it could be cross-media measurement, a difficult topic on which to come to any type of consensus. Recently, for WARC’s Spotlight US, “Media strategies for a shifting US landscape,” Cathy Taylor, WARC’s Commissioning Editor US, discussed these issues with Ben Jankowski, senior vp/media at Mastercard. Jankowski is also co-chair of the Association of National Advertiser’s Media Leadership Committee, giving him perspective not just on his own brand, but on the media industry as a whole.
Article
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WARC Strategy Toolkit, March 2021
This article looks at the nuts and bolts of bringing a marketing strategy to life – how to write a creative brief, and how to brief it successfully.
Case Study
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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.
Case Study
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SABRE Awards, IN2, North America, Best Earned Media with Influencers and Communities, 2021
Mucinex, the cold and flu medicine brand, launched a pop-up event and series on TikTok to promote its new Nightshift medicine among younger consumers.
Case Study
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DMA (UK), Gold, 2020
The Guardian, a British newspaper, launched its campaign Hope is Power with the target of reaching two million paying supporters by 2022.
Case Study
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DMA (UK), Bronze, 2020
Macmillan Cancer Support, a British charity, increased awareness of the support it offers at diagnosis by launching a new service which drew on real experiences of people living with cancer.
Case Study
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DMA (UK), Gold, 2020
Médecins Sans Frontières (MSF) UK, an international medical NGO, drove donations by targeting segments of the public based on their interests and hobbies.
Article
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James Hurman with Peter Field, WARC Exclusive, June 2020
This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
Opinion
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Chiara Manco, January 2021
WARC’s Chiara Manco looks at how winners of the 2020 Media Awards’ Effective Channel Integration category reaped the benefits of using strategic comms planning to engage their audiences.
Opinion
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Zofia Iwaszkiewicz, December 2020
During 2020 Kantar has published seven category-specific media effectiveness investigations covering food and drink, tech and telco, alcohol, finance,
Article
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Low Lai Chow, Event Reports, Digital Marketing World Forum Asia, August 2020
Moving Walls’ Srikanth Ramachandran argues that OOH is poised to play a central role in amplifying marketing in a digital-centric world.
Opinion
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Nicola Niesl, December 2020
In this edition of Kantar’s touchpoint-specific investigations, Kantar takes a deep dive into effective touchpoint management for automotive brands.
