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 racially 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), 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.
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.
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.
Case Study
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MMA Smarties, Silver, North America, 2020
Emergen-C, a vitamin drink supplement, increased sales and market share in the US by launching video and Instagram ads that positioned it as an everyday brand for wellness, not just when you're sick.
Case Study
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MMA Smarties, Bronze, X (Global), 2020
Nivea, a skincare brand, launched its campaign #Sentuhanlbu World of Imagination in Indonesia to encourage working parents, particularly mothers, to create bonding moments with their children.
Case Study
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Irina Zernishko, WARC Media Awards, Entrant, Effective Channel Integration, 2020
Skincare brand Dove used a multi-channel campaign in Russia to improve brand awareness and grow sales by taking a stand against digitally distorted images in advertising.
Opinion
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Ian McGrath, November 2020
Over the last decade, media has become more difficult to plan and it now requires more resources to execute. Iain Jacob captured this perfectly in a recent article for Campaign, “ Executing a successful, compliant, competitive, well-measured media campaign has in fact never been harder ”.
Case Study
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Caroline Ekstrand, Andreas Granath, WARC Media Awards, Entrant, Effective Channel Integration, 2020
Oat milk brand Oatly used a controversial campaign to raise awareness of an important issue and grow sales.
Case Study
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Laura Hazell, Beatrice Farmelo, Rob Sellars, Ben West, WARC Media Awards, Entrant, Effective Channel Integration, 2020
Feminine incontinence products brand TENA ran a multi-channel campaign in the United Kingdom and France to improve its image by breaking taboos around related to women's health and ageing.
Case Study
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Katy Harkness, Nick Ashley, WARC Media Awards, Entrant, Effective Channel Integration, 2020
Leading British grocery retailer Tesco ran a five year, multi-channel campaign to rebuild the brand by growing quality, value and reputation with customers, and revitalise the business by driving footfall and spend.
Case Study
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Anish Appukuttan, Hang Tong, Sang Lam, WARC Media Awards, Entrant, Effective Channel Integration, 2020
Closeup, the toothpaste brand, connected with a youth audience in Vietnam with its freetolove campaign.
Case Study
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Rituparna Dasgupta, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020
Soap brand Lifebuoy used a targeted multichannel approach to educate three sectors of society in India on the importance of hand-washing during the Covid-19 pandemic and reinforce its stature as market leader.
Case Study
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Fran Griffin, Sabina Usher, Jane Dorsett, WARC Media Awards, Silver and Cross-Channel Measurement Award, Effective Channel Integration, 2020
The UK's NHS, the world's biggest free-to-residents healthcare system, used a multichannel campaign to inspire the next generation of nurses to apply to study.
Case Study
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Oscar Herraiz, Gonzalo Figari, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020
Brewing company Heineken created a social movement, #FUERZABAR, to support bars and restaurants suffering from the COVID-19 crisis and increase brand awareness in Spain.
