Advertising best practice, evidence and insights

Has media pricing as the marker of agency performance had its day?

Opinion • Anna Hickey, October 2021

Media agencies are being tasked with managing complex omnichannel consumer experiences on behalf of brands. They should be rewarded appropriately, argues Wavemaker’s Anna Hickey.

From Sudocrem to Super-crem

Case Study • APG (UK), Entrant, 2021

Sudocrem, an Allergan pharmaceuticals company, launched a campaign in the UK to protect the future of the brand by maintaining sales, average value market share and penetration.

How we helped the next generation find confidence that lasts in the British Army

Case Study • APG (UK), Silver, 2021

The British Army, a principal land warfare force, launched a recruitment campaign in the UK to show how the army offered a personal benefit to young people that appealed to their desire, not just for physical growth but personal growth.

New Grace Kite research finds 40-50% of ad budget online brings highest returns

Article • Sam Peña-Taylor, Event Reports, EffWorks Global, October 2021

Advertising doesn’t share its lessons when it’s not trying to win awards.

Beam Suntory: 6ourbon 7ime

Case Study • Jay Chiat Awards, Silver, National Strategy, 2021

Beam Suntory, a bourbon whisky brand, established a new platform, 6ourbon7ime, to encourage people in the US to take an hour out of their day to relax and enjoy a bourbon.

The National Lottery: The Two Billion Pound Turnaround

Case Study • Marketing Society, The Marketing Society Awards, Grand Prix, 2021

The national lottery, a lottery gaming brand, embarked on a revitalisation strategy to increase brand positivity in the UK.

Toyota Yaris: How the new Toyota Yaris turned conventions on their head

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Toyota Yaris, a car brand, partnered with US gymnast Katelyn Ohashi to symbolise the brand's flip in thinking when marketing the new Toyota Yaris.

NASA: Launch America SpaceX demo-2 & crew-1 campaign

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In the US, NASA, a government agency, launched a media campaign to create a groundswell of enthusiasm for space exploration through positive media engagements, thus ensuring uninterrupted support of signature NASA programs.

Legal Sea Foods: Welcome to legal

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Legal Sea Foods,a restaurant company, launched the 'Welcome to Legal' campaign in Massachusetts with the objective to drive sales and increase awareness, whilst openly welcoming weed enthusiasts.

What we know about earned media

Article • WARC Best Practice, August 2021

This article provides marketers with information and guidance on generating earned media.

Dettol: Fight to protect

Case Study • Tahaab Rais, Tina Sioufi, Hadi Khuzam, WARC Prize for MENA Strategy, Entrant, 2021

Dettol, the disinfectant and antiseptic brand, transformed the popular narrative from one of fear to one of confidence to gain share during COVID-19 in the Middle East.

With screens everywhere, brands in Brazil should enter the conversation

Article • Manzar Feres, WARC Exclusive, Spotlight Brazil, August 2021

Examines how the pandemic, and the proliferation of viewing options, created new avenues for marketers to connect with consumers.

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.

What we know about cross-channel and multichannel marketing

Article • 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.

Mars’ Ron Amram: “In this uncharted territory, it’s all about agility, speed and measurement”

Opinion • Chiara Manco, July 2021

Ron Amram, Senior Director, Global Media at Mars, will be chairing the Effective Channel Integration category of the 2021 WARC Awards for Media. Here, he talks to WARC about Mars’ agile approach to media planning during lockdowns and shares his views on what makes a successful integrated campaign. Ron Amram, Senior Director, Global Media, Mars

Brands and ads: Creating content to be the ad

Article • 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.

Kotak Mahindra Bank: #DreamsInvited

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Kotak Mahindra Bank (Kotak), a leading Indian financial services conglomerate, launched its #DreamsInvited campaign to promote Kotak 811, its downloadable bank account.

Tourism Central Coast: Little Adventures

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Tourism Central Coast, a tourism brand, launched a campaign in Australia to change the image of the New South Wales (NSW) central coast and encourage tourism in the area.

BMO (Bank of Montreal): Help Desk

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Bank of Montreal (BMO), a Canadian investment bank, launched a campaign in Canada and the USA with a charismatic spokesperson to increase its digital presence and make the bank appear more approachable.

DB Export: I'm drinking it for you

Case Study • 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.

Huggies: The world's first baby marathon

Case Study • 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.

OCBC NISP: Save20

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Indonesian bank, OCBC NISP, helped young people build a savings habit during the economic upheaval of COVID-19 with its Save20 campaign.

Magyar Telekom: 6:3 the national pride – digitally restored

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Magyar Telekom, a telecommunications company, launched a campaign in Hungary to lift the nation's spirits by broadcasting a well-known football match between Hungary and England.

Bankinter: Portraits

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Following the turmoil of the Covid-19 pandemic, Bankinter, a Spanish bank, reduced minimum income restrictions on its accounts in Spain to make it easier for the public to open an account.

Reckitt Benckiser: Water index by Finish

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Finish, a dishwasher detergent brand, launched a campaign in Turkey to promote its brand and water conservation.