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Aldi: Like brands 2011-2020

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Aldi, a supermarket chain, increased brand love and penetration in the UK by launching a campaign spanning several years that applauded its competition rather than knocking them.

Xero: The Mechanic

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Xero, a newcomer to the accounting software market, launched a TV campaign to increase brand awareness in the United Kingdom.

Google: The One Google Project

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Google, a technology company, partnered with Zhihu to create a B2B and B2C knowledge bank for businesses in China that were adapting to the pandemic.

Toyota: Everything Flipped

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Car manufacturer, Toyota, shifted long-standing perceptions of its Yaris model by partnering superstar gymnast Katelyn Ohashi for a launch campaign in the UK.

National Education Association: Educators for Joe

Case Study • SABRE Awards, Diamond, North America, 2021

The National Education Association (NEA), a labour union, launched a digital campaign to educate its members about the benefits of a Biden presidency in the US for the NEA.

Syngenta: Turning Science into Storytelling with Virtual Reality

Case Study • SABRE Awards, Gold, North America, 2021

Syngenta, an agricultural science and technology provider, turned science into storytelling in the US with its virtual reality (VR) experience at the Golf Industry Show (GIS).

Washington State Department of Health: COVID-19 Campaign

Case Study • SABRE Awards, Gold, North America, 2021

The Washington State Department of Health, a state agency of Washington, launched a multilingual campaign in the US to encourage people to follow all the safety measures in place to prevent the spread of COVID-19.

New Jersey Department of Health: For Each Other For Us All

Case Study • SABRE Awards, Gold, North America, 2021

The New Jersey Department of Health (NJDOH), a governmental agency, increased testing and contact tracing in the state to reduce the spread of COVID-19 by launching a multichannel targeting campaign.

Illinois Department of Human Services: Illinois Census

Case Study • SABRE Awards, Diamond, North America, 2021

The Illinois Department of Human Services, a department of the Illinois state government in the US, increased response rates for the 2020 census in Illinois, particularly among previously hard-to-count populations.

What we know about campaign and brand tracking

Article • WARC Best Practice, April 2021

Explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.

How Canadian TV ads compare with the UK and US – and how they can improve

Article • Stephen Whiteside, Event Reports, thinktv: Canada's top-rated ads 2020, February 2021

A study by System1, the research firm, compared 100 television spots from Canadian advertisers with commercials from the UK and US.

Strategy Toolkit module 6: Building a campaign

Article • 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.

Accounting for causality when measuring sales lift from television advertising: Television campaigns are shown to be more effective for lighter brand users

Research Paper • Henry Assael, Masakazu Ishihara, and Baek Jung Kim, Journal of Advertising Research, Vol. 61, No. 1, 2021, pp. 3-11

Establishing causality has long been an issue in the advertising-to-sales relationship. The ideal approach in establishing causality is randomized assignment of matched respondents to an exposure and non-exposure group.

The effects of context congruence on ad persuasiveness in e-magazines: It serves my motive, and I distinguish the advertisement

Research Paper • Achyut Telang, Debajani Sahoo, Sreejesh S., and Justin Paul, Journal of Advertising Research, Digital First, February 2021

Despite substantial interest in advertisement-context congruence as a determinant of advertisement effectiveness and advertisement memory in digital platforms, especially in the electronic magazine (e-magazine) context, less attention has been devoted to identifying how it influences advertisement persuasion.

Using neuroscience to make the case for more diversity in advertising

Article • Chasson Gracie, Joshua Richards, Daniel Pozzebon, Kevin Keane, Jasmin Amin , WARC Exclusive, January, 2021

There is residual reluctance to employ diverse and inclusive talent in messaging in advertising, despite ample research suggesting this should not be a concern; this reluctance appears to be the result of factors outside what the data say.

What we know about new ad testing methods

Article • WARC Best Practice, January 2021

This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.

Disrupting system 1 thinking: Better science for smarter marketing

Research Paper • Rich Timpone, Vinod Venkatraman, Tamara Ansons, Davide Baldo, Manuel Garcia-Garcia, Ornella Godard, Martin Schoeller, Colin Strong, ESOMAR Conference papers, Insights Festival, 2020

Market research company Ipsos challenged conventional wisdom in System 1 and System 2 thinking, and its applications in marketing, to build a new model for understanding human experience and decision-making.

The role of empathy and efficacy in public service announcements: Using narratives to induce bystander intervention in domestic violence

Research Paper • Eunjin (Anna) Kim and Sidharth Muralidharan, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 452-466

This research explores the understudied relationship between two crucial variables—empathy elicited by narratives and the degree of efficacy possessed by bystanders—by using narratives in public service announcements.

Levi's: What does performance mean to you?

Case Study • Lea Rayssac-Baures, Phoebe Mallinson, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Clothing brand Levi's partnered with lifestyle brand Huck to celebrate modern masculinity, and drove an increase in brand consideration for its Performance range among men across Europe.

Paddy Power Betfair: Insight to influence – how insight changed Paddy Power Betfair’s culture of creative development

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

Paddy Power and Betfair, two online betting companies, designed a research approach that combined insight around print and digital's ability to address attention to optimise its messages.

Unlocking the creative genie: How the content rock stars at Unilever and Brandscapes Worldwide collaborated to help the bar on creative development

Research Paper • MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020

Unilever, a consumer goods company, devised a plan to raise the bar for its creative development, leading it to win Marketer of the Year for the Effies in both 2018 and 2019.

Liberty Insurance: Getting ready for the real world

Research Paper • MRS Awards Papers, Finalist, MRS Award for Applications of Research, 2020

Liberty Insurance, an insurer, increased spontaneous ad awareness among younger drivers by launching a research programme that used both qualitative and quantitative techniques to deliver insight.

JCDecaux UK: The two screen capture

Research Paper • MRS Awards Papers, Finalist, MRS Award for Media Research, 2020

JCDeaux UK, an out-of-home (OOH) advertising company, partnered with On Device Research, a mobile sampling and technology company, and proved that digital OOH (DOOH) makes mobile advertising work harder, while highlighting the power of the two-screen future to grow DOOH as a medium.

JCDecaux UK: The moments of truth

Research Paper • MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020

Out-of-home (OOH) advertising brands JCDeaux UK, Clear Channel and Posterscope joined forces in cross-industry collaboration to carry out their study Moments of Truth and proved the effectiveness of using contextually relevant messaging in digital OOH advertising (DOOH).

Emirates NBD: How-to series evolved into video-marketing

Case Study • Sagar Rege, Vijay Kumar, Rohit Arora, Puja Chatterjee, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Emirates NBD, the bank, harnessed how-to videos as a way to solve its call centre volume issues and effect behaviour change in customers in the UAE.

The WARC Guide to Planning for Attention

Article • WARC Best Practice, June 2020

A summary of new thinking and best practice on Planning for Attention, from the WARC Guide.
Strategy Toolkit: Building a campaign

Article • Strategy Toolkit, Strategy Toolkit

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.
Strategy Toolkit module 6: Building a campaign

Article • 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.
What we know about campaign and brand tracking

Article • WARC Best Practice, April 2021

Explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.
What we know about new ad testing methods

Article • WARC Best Practice, January 2021

This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.
What’s the right tone in hard times?

Article • Graham Page, WARC Exclusive, November, 2020

What 50,000 ads and 8 years of emotion research tells us about how to advertise in a recession.