Media & publishing

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Disney+ thrives during the pandemic – and plans for long-term growth

Article • Sam Peña-Taylor, WARC Exclusive, February, 2021

Entertainment giant, Disney, is beginning to stem its losses from the launch of its flagship streaming platform, Disney+, as it looks to a DTC-first future.

The future of OTT in Asia: A playbook on how to grow your OTT services

Article • Brightcove, Research on WARC, December 2020

This report uncovers insights that will aid media companies, broadcasters, OTT streaming services and content owners in charting their own future in OTT.

BBC: Compass – a partnership between BBC and Ipsos MORI

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

The BBC, a British public service broadcaster, developed Compass, an audience measurement tool, to provide crucial data to help the BBC serve its audiences.

How Discovery Inc. powers people’s passions

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

Discovery, a mass media company, conducted research into the role that passions play in people's lives in Europe, LATAM and the USA and investigated how the media can influence these passions.

Turn on, tune in, drop put (then turn on again): BT TV and the power of flexibility

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

BT, a multinational telecommunications company, grew its acquisition by 11% and attracted younger consumers by reinvigorating and relaunching its TV proposition in the UK.

COVID-19: A Game Changer For Media And Purchasing

Article • Ramona Daniel, Research on WARC, November, 2020

COVID-19 has been a true game changer in terms of media consumption habits and purchasing behaviour, both accelerating existing trends and forcing new behaviours for many people.

Consuming culture: Five shifts in media and entertainment marketing

Article • Nick Callaghan, WARC Exclusive, November 2020

A new report by Facebook identifies five trends re-shaping the entertainment industry.

Netflix: Stranger Things – #Stranger80s

Case Study • WARC Cases, 2019

Video streaming service Netflix promoted the third season of the Stranger Things series in Italy by taking over one of the country's most popular TV channels for a day.

Hollyoaks: How to dispel the myth that young people don't watch TV any more

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

Hollyoaks, a British TV series produced by Channel 4, sparked discussion with storylines that connected to bigger social issues through an always-on advertising model that targeted young UK consumers.

ITV & Veg Power: Eat Them to Defeat Them – How making veg the bad guy did a load of good

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

Veg Power, a campaigning group for vegetables from the Food Foundation, partnered with ITV to launch Eat Them to Defeat Them in the UK, a campaign that framed vegetables as villains and children as superheroes to encourage them to eat more vegetables.

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.

Why Bloomberg Media’s next move will be to launch an OTT service

Article • Alex Brownsell, Event Reports, FIPP World Media Congress, September 2020

How Bloomberg Media is adjusting its content strategy to the post-pandemic market.

Singtel: Only True Fans Get It

Case Study • Amanda Lim, Jacob Wright, WARC Prize for Asian Strategy, Shortlisted, 2020

Telco Singtel took to trolling to boost take-up of its services in Singapore.

CTV video ads: Most attractive for advertisers, and for fraudsters

Article • Dr. Augustine Fou, WARC Exclusive, September 2020

Connected TV advertising (video content and ads being delivered through the Internet rather than broadcast airwaves) has been enjoying huge increases in ad spending.

Disney+ Hotstar: Lockdown launch of Disney+ Hotstar

Case Study • Preeti Mascarenhas, Aabha Chawhan, Chandramouli Shankarakrishna, WARC Prize for Asian Strategy, Entrant, 2020

Disney+ Hotstar, the streaming platform, successfully promoted its launch with a virtual red-carpet premiere during the COVID-19 lockdown in India.

What the rise of OTT means for NFL and European Tour golf

Research Paper • Alex Brownsell, Forum for Advertising Research, SportsPro Insider webinar series, August 2020

Sports rights owners are taking different approaches to video streaming services.

Digital disruptors: The global competitive landscape of digital streaming services

Article • Euromonitor Strategy Briefings, June 2020

Looks at the current state of play of digital streaming services, including global profiles and prospects for the future.

What's working in entertainment & media

Article • WARC Category Intelligence, August 2020

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

COVID-19: The impact on media consumption of Indians

Article • OMG Omnicom MediaGroup, Research on WARC, July 2020

Insights into evolving media consumption habits, content formats, and media platforms and brands that are seeing increased adoption in India during the COVID-19 outbreak.

MTV (Murr Television Lebanon): The Missing

Case Study • Roy Khachan, Remie Abdo, WARC Prize for MENA Strategy, Entrant, 2020

Television station Murr Television (MTV) used its own news anchors in a live stunt to highlight the case of those who were still missing more than 40 years after the civil war in Lebanon.

A rocky road ahead: The future for advertising

Article • Michael Karg, WARC Exclusive, June 2020

An assessment of how changes in consumer behaviour and the declining influence of linear live TV are impacting advertising.

Four ways TV content providers can improve user experience

Article • Alex Brownsell, Event Reports, Mediatel Videoscape Europe online conference, June 2020

Understanding TV viewer personas and how these will shape the future of content discovery.

#AloneTogether: Culture in the time of COVID 19

Article • VAB, Research on WARC, June 2020

Details the high volume of social media chatter about TV during the COVID-19 pandemic, analyzing Twitter trending topics during evenings from March 16 – April 26, 2020.

Pluto TV builds an AVOD giant

Article • Brian Carruthers, Event Reports, Mediatel Future of TV Advertising virtual conference, June 2020

Pluto TV is building a global AVOD service that sits in the gap between traditional linear TV and digital subscription streaming services.

How cinema can challenge the rise of in-home movie premieres

Article • Alex Brownsell, WARC Exclusive, June 2020

Advice for cinema companies on how to revive consumer interest in the medium after COVID-19 lockdown restrictions have been lifted.

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.