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Five tips from HBO Max to help digital services retain customers

Article • Genevieve Silk, Event Reports, CIMM Summit, February 2021

HBO Max, the streaming service, is employing a range of mechanisms beyond compelling content to help attract and retain customers.

Hulu: Reimagining brand purpose after the seismic events of 2020

Article • Alex Brownsell, WARC Exclusive, April 2021

UM’s Wendy Aldrich, EVP, Managing Partner, and Kristine Swanepoel, SVP, Strategy, West Coast, discuss Hulu’s award-winning ‘The Shape of History’ campaign.

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.

Samsung / Aviation America Gin / Netflix: Ad-within-an-ad-within-an-ad

Rankings • WARC Creative 100, 2021

Samsung, a technology company, launched its QLED TV by creating an inception-worth ad.

The most awarded work for media

Rankings • Rankings Articles, April 2021

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

Hulu: The Shape of History

Rankings • WARC Media 100, 2021

TV channel Hulu increased viewership of season 3 of The Handmaid's Tale by launching mirrored statues in New York City that allowed women to see themselves as part of America's future.

HBO: For the Throne

Rankings • WARC Creative 100, 2021

HBO, a television network, launched the final season of Game of Thrones by testing the loyalty of its fans.

Re-writing the US TV ad sales upfronts for an effective and efficient future

Article • Mike Piner, WARC Exclusive, Spotlight US, March 2021

Looks at the legacy business model of the US TV upfront sales market, and how it can change to embrace a wider set of business goals.

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.

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.

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.

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 Awards 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 Awards 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 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.