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News sells: Five myths about ads and news debunked

Article • Low Lai Chow, WARC Exclusive, April 2021

Brands have misconceptions about the value and effectiveness of news as a media platform for advertising, says ThinkNewsBrands’ Vanessa Lyons, who busted five myths about the perceived limitations of news.

From brand lift to memory recall: How news media boosts ad impact

Article • Low Lai Chow, Event Reports, CMO Australia webinar: Reframing Perceptions of Old School Advertising in the New Consumer Normal

A study commissioned by Australian media alliance ThinkNewsBrands examines the impact of news platforms on consumers’ path to purchase by focusing on memory effects, brand attitudes and purchase propensity.

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.

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.

Folha de SP: The most valuable news

Rankings • WARC Creative 100, 2021

Folha de SP, a São Paulo newspaper, confronted fake news by showing the value of its journalism.

SCMP’s 10-question checklist to starting an e-subscription service

Article • Low Lai Chow, Event Reports, Digital Media Asia conference, October 2020

SCMP outlines the key questions publishers need to ask themselves before jumping into a subscription-based business model.

Sport recovers lost mobile audiences but travel struggles

Data • Rob Clapp, WARC Data Points, November 2020

An overview of the changes in global mobile audiences among key categories in 2020.

How FT Live is changing its business model

Article • Brian Carruthers, Event Reports, Advertising Week 2020, October 2020

This article considers how the Financial Times’ (FT) events business has pivoted to digital during the pandemic.

Verizon Media looks to a world beyond keyword blocking

Article • Brian Carruthers, Event Reports, DMEXCO @home, September 2020

This article examines Verizon Media’s pan-European research into the value of news and journalism.

Times of India: Out & Proud – India Comes Out of The Closet

Case Study • Saad Khan, Trinolda Colaco, Jason Samuel, WARC Prize for Asian Strategy, Shortlisted, 2020

The Times of India newspaper sparked a nationwide movement to normalise LGBTQ rights with a special Out and Proud classifieds section in India.

Nikkei: "Are You Starting to See It?"

Case Study • Yutaka Tsuda, Kei Okubo, WARC Prize for Asian Strategy, Shortlisted, 2020

Financial newspaper The Nikkei took a multi-pronged approach to attract a new young audience in Japan's highly competitive media landscape.

The Telegraph: Changing the prayer and praying for change

Case Study • Basabdatta Lahiri, WARC Prize for Asian Strategy, Entrant, 2020

Indian daily English-language newspaper The Telegraph used a multichannel approach, including TV, radio and outdoor based around the Durga Puja festival to draw attention to the issue of gender inequality in India.

What's working in entertainment & media

Article • WARC Category Intelligence, August 2020

Global strategies, campaign updates and trends in the entertainment and media category.

Biting the hand that feeds you: How brand thinking and bold creative helped The Times and The Sunday Times profit from political chaos

Case Study • Marketing Society, The Brave Awards, Shortlisted, 2020

The Times and The Sunday Times, British newspaper brands, presented themselves as the antidote to the chaos of politics in the UK during the Brexit process by launching a campaign that turned the House of Commons into a zoo.

The Times uses the COVID-19 ‘news surge’ to boost subscription revenues

Article • Alex Brownsell, Event Reports, Mediatel’s Future of Publishing online conference, June 2020

Why Times Newspapers opted against dropping its paywall for coronavirus-related content during the pandemic.

El Tiempo: #WomenRewriteWomen

Case Study • Carolina Mejia, Annabelle Butler, Jane Dorsett, WARC Awards, Silver, Effective Social Strategy, 2020

Newspaper El Tiempo persuaded influential female writers to rewrite sexist headlines through a social and owned media campaign to highlight the problem of sexism in Colombia.

The Telegraph: Changing the prayer and praying for change

Case Study • Basabdatta Lahiri, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

The Times of India: Lost Votes

Case Study • WARC Awards, Silver, Effective Content Strategy, 2020

English-language daily the Times of India threw its might behind a voting rights campaign, raising its profile among younger readers in the country.

Times of India: Out & Proud – India Comes Out of the Closet

Case Study • Saad Khan, Trinolda Colaco, WARC Awards, Gold and Evaluation Award, Effective Use of Brand Purpose, 2020

The Times of India newspaper sparked a nationwide movement to normalise LGBTQ with a special Out and Proud classifieds section in India.

Gaming influencers see highest YouTube engagement

Data • Rob Clapp, WARC Data Points, April 2020

An overview of YouTube influencer engagement by sector.

Chicago Sun-Times: The Blank Page

Rankings • WARC Effective 100, 2020

The Chicago Sun-Times newspaper grew its number of subscribers by showing what Chicago would look like without the paper.

The Times of India: No Conditions Apply – Sindoor Khela

Rankings • WARC Effective 100, 2020

The Times of India, an English-language daily newspaper in India, launched a purpose-driven campaign that challenged a 400-year-old tradition in India.

An-Nahar: The Blank Edition

Rankings • WARC Creative 100, 2020

An-Nahar, an Arabic language daily newspaper, launched a blank edition of its newspaper to protest Lebanese politicians who had failed to form a government for over 6 months and rally support from the public.

The New York Times: The Truth Is Worth It

Rankings • WARC Creative 100, 2020

The New York Times, a US news publication, increased appreciation in paid journalism by showing its unwavering commitment to the truth.

The Chicago Sun-Times: The Blank Page

Case Study • WARC Cases, 2018

Newspaper The Chicago Sun-Times acquired new subscribers through an unconventional appeal to its younger audience.

What we know about building brands

Article • WARC Exclusive, February 2015

This article provides marketers with information and guidance on building brands.
What we know about brand relaunches

Article • WARC Best Practice, August 2020

Provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.
Unilever: NUDGE – Your way to successful brand relaunches

Research Paper • Ramanathan Vythilingam , ESOMAR, APAC, 2018, pp. 0-0

Discusses an innovative application of NUDGE by Unilever in Thailand, designed to minimize the disruption caused to consumers and thereby significantly improve the chances of a successful brand relaunch.
How to revitalise a brand

Article • Giles Lury, WARC Best Practice, October 2016

This article explores how to revitalise a brand, a high-value and desirable pursuit that can deliver business results without the risks of new product development.
Häagen-Dazs rebrands for an aesthetically-led millennial audience

Article • Matthew Carlton, Event Reports, YMS18, March 2018

Premium ice-cream Häagen-Dazs turned around a sales slump with a packaging redesign aimed at attracting millennial consumers back to the brand.
Bouncing Back: How Nestle re-Launched Maggi, KitKat and Nescafe in India

Article • Anna Hamill and Preeti Chatuverdi, Event Reports, Mobile Media Summit, New Delhi, June 2016

This article outlines how Nestlé India approached relaunching the Maggi brand following a food safety crisis, as well its approach to building brand equity for relaunched KitKat & Nescafé products.