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State: Tally

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

State, the insurer, reversed declining customer numbers by targeting a previously untapped audience of the uninsured in New Zealand.

NRMA Insurance: Every home is worth protecting

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

NRMA Insurance needed to reverse declining home insurance sales and shares in Australia as a premium-priced product in a value-driven category.

Old Mutual: Ampd by Old Mutual collaboration & culture

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Financial institution Old Mutual built a cultural hub in South Africa to drive relevance among the young aspiring artists, creatives and professionals it sought to target.

Confused.com: Confusion to clarity

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

British insurance comparison website Confused.com diversified its communications mix and positioned itself as a challenger to grow revenue, market share, awareness and differentiation.

How Direct Line Group’s investment in BVOD helped to deliver incremental reach

Article • Alex Brownsell, Event Reports, Thinkbox: New trends in TV advertising, April 2021

UK insurer Direct Line Group tested digital channels and platforms to plug a gap in its audience reach.

AA New Zealand: Live a Little Freer

Rankings • WARC Effective 100, 2021

AA New Zealand, the insurance provider, grew its brand and gave customers the chance to feel free by building a platform based on positivity.

The most awarded work for creativity

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for creativity for 2020, compiled using our rankings methodology, but not ranked.

The most awarded work for effectiveness

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for effectiveness for 2020, compiled using our rankings methodology, but not ranked.

Strong customer insight: Manulife’s anchor for creating brave campaigns

Article • Low Lai Chow, Event Reports, Spikes Asia X Campaign, February 2021

Even as the COVID-19 pandemic causes massive disruption to brands, the fundamentals have not changed for Manulife, it revealed at a recent Spikes Asia X Campaign.

Why Saga swapped utility for empathy – in both product and communications

Article • Sam Peña-Taylor, Event Reports, MRS Impact conference, March 2021

Senior-focused company Saga needed to improve how it spoke to its (potential) customers – it engaged current research to tailor both its products and communications.

How influencers help Nationwide and the NFL celebrate players’ charitable efforts

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020

Nationwide, the insurance provider, has tapped the power of influencers to promote its sponsorship of the Walter Payton NFL Man of the Year Award.

How Prudential responded to changing retirement needs during COVID-19

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020

Prudential, the financial-services provider, had to rapidly adapt to the changing needs of participants in its retirement plans during the COVID-19 pandemic.

NRMA Home Insurance: Every Home Is Worth Protecting

Case Study • 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.

Direct Line Group turns to BVOD and YouTube to deliver incremental reach

Article • Alex Brownsell, WARC Exclusive, December 2020

UK insurer Direct Line Group tested digital platforms to plug a gap in its audience reach.

Legal and General: The power of us – driving positive change for care seekers through insight

Research Paper • MRS Awards Papers, Finalist, MRS Award for Financial Services Research, 2020

Legal and General (L&G), a financial services company, launched a research study using a series of qualitative methods to identify the needs of care seekers.

Direct Line: Lifetime Value

Case Study • Oliver Scargill, Claudia Ziegenbein, WARC Media Awards, Gold and Attribution Award Award, Best Use of Data, 2020

British insurer Direct Line integrated customer lifetime value calculations into its pay-per-click bidding strategy to reduce advertising costs and increase sales volume and value in the UK.

Churchill: Breathing life into an old dog

Case Study • Oliver Scargill, Nuria McGlinchy, WARC Media Awards, Bronze, Effective Channel Integration, 2020

British insurance provider Churchill ran a multichannel rebranding campaign to reach a younger audience, increase spontaneous awareness and brand quality perceptions, and increase quotes/sales.

Confused.com: Confused to Clarity

Case Study • Nick Bateman, Chris Ponting, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Confused.com, the price comparison website, rediscovered its challenger mentality to increase its market share and revenue in the UK.

How a return to purpose helped Confused.com reclaim its place amongst the comparison giants

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Confused.com, a price comparison website, broke category conventions with a TVC that turned confusion into clarity with a calm guide to comparisons to better-connect with UK consumers.

Brighthouse Financial: Building a new marketing machine

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Brighthouse Financial, a life insurance company, built a new marketing machine to launch its brand in the US in a slow-moving category dominated by long-standing competitors.

Vitality: How we made the stagnant world of insurance get active

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Vitality, a health insurer, turned the world of Health and Life insurance from one that is only there for you when your health fails, to one that helps maximise health to reduce the need for insurance in the long term in the UK.

Podcast campaigns deliver ROAS of $2.42

Data • Rob Clapp, WARC Data Points, October 2020

An overview of the average conversion rates of podcast advertising.

John Hancock adapts to new COVID-19 mindsets and marketing realities – and 'ramps' up for 2021

Article • Geoffrey Precourt, WARC Exclusive, July 2020

John Hancock, the insurance and investment company, has developed its marketing strategy and capabilities in response to the spread of COVID-19.

Prudential: No One Knows You Like Pulse

Case Study • Rebecca Tan, Madeeha Noor, WARC Awards for Asian Strategy, Entrant, 2020

Prudential, Malaysia's leading innovative insurance provider, developed and launched a free AI-powered health and fitness app to help users stay on top of their health.

Standard Chartered: Don't Greek out on Insurance

Case Study • Subramanian Krishnan, WARC Awards for Asian Strategy, Entrant, 2020

India's Standard Chartered Bank (SCB) wanted to position itself as an insurance expert to increase product penetration among an affluent audience; its KPIs were reach, web traffic and leads.

The future of strategy 2018

Article • WARC Exclusive, July 2018

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.
How to write a creative agency brief

Article • Merry Baskin and Kate Waters, WARC Best Practice, August 2017, pp. 36-37

This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.
What we know about working with agencies

Article • WARC Best Practice, September 2020

Summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.
Trend report: Data management in the 'mass personalisation' era

Article • Brooke Hemphill, WARC Exclusive, February 2018

Offers insight into how brands and agencies alike can prioritise effective data collection and management in the 'mass personalisation' era of marketing.
Media Transformation: How to take a new approach to media, fit for the digital age

Article • Tom Denford, WARC Best Practice, March 2018

Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.
Five steps to a great creative brief

Article • Urey Onuoha, ANA, April 2018, pp. 0-0

Five universal steps that can help marketers and agencies get the most out of their creative briefs.