Lucy Aitken

Opinion
14 十月 2020 Tesco’s Grand Prix-winning IPA Effectiveness Awards paper documents a massive turnaround, says Lucy Aitken.
Opinion
06 十月 2020 The 2020 IPA Effectiveness Awards will be announced during a free-to-access digital ceremony on the eve of Monday 12 October. WARC’s Lucy Aitken rounds up some themes from this year’s winning case studies.
Opinion
29 七月 2020 Gillette’s We Believe campaign earned its place on the first level of the Creative Effectiveness Ladder where Influential Ideas attract attention and controversy, writes Lucy Aitken.
Opinion
24 六月 2020 Lucy Aitken, Managing Editor – Case studies at WARC, speaks to Tesco and BBH London about how they adapted Tesco's Food Love Stories campaign during the COVID-19 lockdown.
Opinion
24 六月 2020 Lucy Aitken, Managing Editor – Case studies at WARC, speaks to Nike and Mindshare China about how they helped people move during the COVID-19 quarantine, at a time when their usual exercise routines were completely disrupted.
Opinion
24 六月 2020 Lucy Aitken, Managing Editor – Case studies at WARC, speaks to Budweiser and Anomaly New York about how they revived Budweiser's 1999 Wassup campaign and made it relevant for the COVID-19 lockdown.
Opinion
10 六月 2020 Dara Treseder, CMO, Carbon, is chairing the jury for the Effective Use of Tech category at the 2020 WARC Media Awards. Here she talks to WARC’s Lucy Aitken about Carbon using 3D printing to produce PPE, pivoting to 100% digital and the growing importance of owned channels.
Opinion
27 五月 2020 Siew Ting Foo is Vice President and Global Head of Marketing Strategy & Planning, Print Category at HP and the Jury Chair for this year’s WARC Prize for Asia Strategy. Here she talks to Lucy Aitken about the need to go back to the core of what marketing is in a time of COVID-19 and how innovation needs to fulfil a genuine purpose.
Opinion
19 五月 2020 Judges for the 2020 WARC Awards’ Effective Use of Brand Purpose category regarded the shortlisted work through the lens of lockdown, writes Lucy Aitken.
Opinion
12 五月 2020 Lucy Aitken offers insights into judging for the recent WARC Awards’ Effective Innovation category, where the simplest ideas attracted the highest praise.
Opinion
05 五月 2020 The Effective Social Strategy category in the 2020 WARC Awards was dominated by QSR case studies from around the globe. Lucy Aitken presents the view from the judging room.
Opinion
24 四月 2020 Tarek El Kady is Senior Marketing Director for McDonald’s in the Middle East and Africa and the Jury Chair for this year’s WARC Prize for MENA Strategy. Here he talks to Lucy Aitken about life during and after lockdown and why brands need to stay consumer-centric.
Opinion
08 四月 2020 To mark its tenth anniversary, WARC’s Managing Editor – Case Studies, Lucy Aitken, analyses previous winners of the WARC Prize for Asian Strategy to see how strategy will evolve across the region and announces a new Special Award.
Opinion
02 四月 2020 There is much to be learned from Small Business Saturday, says WARC’s Lucy Aitken. A 2010 social-first initiative from American Express became an annual event to help out local enterprises in the US and the UK.
Opinion
23 三月 2020 As coronavirus continues to impact travel, brands in the beleaguered tourism sector can learn from past experiences. Lucy Aitken showcases three tourism brands that retaliated following disaster.
Opinion
17 三月 2020 Lucy Aitken spotted three themes among the case studies featured in this year’s Effective 100 rankings.
Opinion
03 三月 2020 Havas London’s Executive Strategy Director, Clare Hutchinson, spoke to WARC’s Lucy Aitken about the considerable benefits of writing a paper for the IPA Effectiveness Awards.
Opinion
14 二月 2020 Some of the most stand-out work of the 2018 IPA Effectiveness Awards came from agencies overseas. WARC’s Lucy Aitken offers a whistle-stop tour through some of the international winning entries and shares some of their learnings.
Opinion
07 二月 2020 Jane Wakely, Global CMO for the Pet Nutrition business at Mars, is chairing the Effective Innovation category at the 2020 WARC Awards. She talks to Lucy Aitken about consumer-first innovation, why purpose and innovation are so closely linked and what she’s looking for from this year’s entrants.
Opinion
28 一月 2020 Lucy Aitken interviewed Andy Brander, Planning Director, M.i. Media to find out how 32Red, a multi-product gambling business, maximised its use of TV and search to increase profit and brand valuation.
Opinion
11 十二月 2019 Lucy Aitken interviewed Clare Hutchinson, Strategy Director at Havas London, to find out more about how children’s food brand Ella’s Kitchen raised awareness without using TV, leading to an IPA Effectiveness Silver Award.
Opinion
06 十二月 2019 In the week of the UK general election, WARC’s Lucy Aitken asks if there’s an appetite for brands outing their politics.
Opinion
13 十一月 2019 Lucy Barrett explains the motivations behind Radiocentre’s latest ad campaign, calling for advertisers to see radio differently by imagining it as a new technology.
Opinion
04 十月 2019 The online fashion retailer’s Love Island link-up shows a textbook example of how to plan for reach, writes WARC’s Lucy Aitken.
Opinion
25 九月 2019 Starbucks’ ability to optimise its channel mix to deliver an excellent commercial return on its social media spend sets an inspirational example for other marketers.