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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 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.

From selling to serving: GSK Consumer Healthcare refocuses on what matters

Article • Brian Carruthers, Event Reports, MRS Impact conference, March 2021

After twelve months of pandemic and lockdowns, brands are taking stock of the past year and making decisions on where to go next.

Bayer AG (Pharmaceutical and healthcare)

Article • Euromonitor Advertiser Profiles, February 2021

This Company Profile from Euromonitor provides key details and analysis of Bayer, the pharmaceuticals company, following its acquisition of Merck & Co Inc's consumer health portfolio.

Where consumers shop for consumer health

Article • Euromonitor Strategy Briefings, January 2021

An industry snapshot of consumer health, including the impact of Coronavirus, channel shifts and future development.

World market for consumer health

Article • Euromonitor, Research on WARC, December 2020

This report examines the performance of consumer health categories comparatively against other consumer industries and across regions and markets; it also explores the expected five-year forecasts for each category.

Child products and groceries see greatest e-commerce growth in France

Data • Rob Clapp, WARC Data Points, December 2020

An overview of e-commerce categories in France during the coronavirus (COVID-19) outbreak.

Voltaren: Osteoscan

Case Study • James Barnett, WARC Media Awards, Gold , Effective Use of Tech, 2020

Voltaren, an over-the-counter topical pain treatment, launched an online diagnostic tool to defend market share and justify its premium status in Russia.

Fenistil: CheckDerm, powered by AI

Case Study • Dania Valitova, Dmitry Anureev, Alexandra Kondrashtina, WARC Media Awards, Bronze and Most Scalable Idea Award, Effective Use of Tech, 2020

Topical antihistamine cream Fenistil needed to position itself as an expert in treating a variety of skin conditions, and grow purchase intent, so it created an artificial intelligence diagnostic tool to help consumers identify and treat common skin problems.

Glaxosmithkline plc (Consumer health)

Article • Euromonitor Advertiser Profiles, October 2020

This Company Profile from Euromonitor provides key details and analysis of Glaxosmithkline.

Band-Aid: Job-Hunting in Sneakers

Case Study • Kaori Yatsu, Akie Suzuki, WARC Media Awards, Grand Prix, Effective Channel Integration, 2020

Plaster brand Band-Aid created a multiplatform campaign to appeal to younger consumers and, in the process, launched a new movement in the job-hunters' market in Japan.

Snacks and personal care products see greatest e-commerce lift

Data • Rob Clapp, WARC Data Points, November 2020

An overview of e-commerce categories in Europe during the coronavirus (COVID-19) outbreak.

Johnson & Johnson (Pharmaceutical and healthcare)

Article • Euromonitor Advertiser Profiles, October 2020

This Company Profile from Euromonitor provides key details and analysis of Johnson & Johnson in the consumer health category.

Sudocrem: From Sudocrem to super-crem

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

Sudocrem, a brand of nappy rash cream, released a series of online and TV ads that used calming scenarios to show UK families how soothing the product is.

Anusol, Bum's The Word: How a market leader behaved like a challenger to tackle a sore subject

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

Anusol, a haemorrhoid treatment brand, launched a TVC in the UK that used images of various foods to highlight the symptoms that Anusol helps treat and to stop consumers feeling embarrassed by the condition.

How WW pivoted to virtual wellness

Article • Brian Carruthers, Event Reports, World Retail Congress, September 2020

Looks at how global wellness company WW rapidly adapted to the new demands of pandemic-driven lockdowns around the world.

The relationship between competitive pricing and direct-to-consumer advertising: How to manage DTC advertising of Rx drugs in an integrated marketing mix strategy

Research Paper • Abhik Roy and Mary E. Schramm, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 305-323

The oligopolistic nature of the U.S. pharmaceutical industry presents its members with a unique opportunity to leverage the interaction between competitive pricing strategy and promotion strategy.

Iodex: Making Iodex part of cultural fabric of Tamil Nadu-Thaipusam Walk

Case Study • Saumya Tyagi, Ankit Singh, WARC Prize for Asian Strategy, Entrant, 2020

Iodex, the pain balm, used a local cultural insight to reverse a regional sales decline in southern India.

Strepsils: Empowering the Voice of Fans

Case Study • Imogen Bourke, WARC Prize for Asian Strategy, Entrant, 2020

Strepsils, the throat lozenge, leveraged its sponsorship of a top TV show to grow sales and brand participation in Hong Kong.

Band-Aid: Job-Hunting in Sneakers

Case Study • Kaori Yatsu, Akie Suzuki, WARC Prize for Asian Strategy, Entrant, 2020

Plaster brand Band-Aid created a multiplatform campaign to appeal to younger consumers and, in the process, launched a new movement in the job-hunters' market in Japan.

COVID-19 brings long-term gains in Spanish online shopping

Data • Rob Clapp, WARC Data Points, July 2020

An overview of shopping online by product category in Spain before and after the novel coronavirus (COVID-19) outbreak.

COVID-19 fails to drive long-term e-commerce growth in Japan

Data • Rob Clapp, WARC Data Points, July 2020

An overview of shopping online by product category in Japan before and after the novel coronavirus (COVID-19) outbreak.

Over half of Indian consumers will shop online after COVID-19

Data • Rob Clapp, WARC Data Points, July 2020

An overview of shopping online by product category in India before and after the novel coronavirus (COVID-19) outbreak.

MenaCal.7: Woman to the Bone

Case Study • SABRE Awards, Gold, Africa, 2020

MenaCal.7, a calcium supplement brand, launched the Woman to the Bone campaign which creatively positioned the brand with a heart by celebrating women as the backbone of South Africa.

Biogen: #BiogenJourney – The world's first influencer campaign

Case Study • SABRE Awards, Platinum Finalist, Africa, 2020

Biogen, a biotechnology company, documented the journey of a regular person using Biogen products to promote itself as the number one health brand in South Africa.

The Evolution of Marketing

Research Paper • Mary Goodyear, ESOMAR, Marketing Research Congress, Paris, September 1999

This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development.
Four steps to e-commerce readiness: crawl, walk, run, fly

Article • Anna Hamill, WARC Exclusive, December 2018

When it comes to e-commerce readiness, most companies fall into one of four distinct stages: crawl, walk, run or fly.
What we know about pricing strategies

Article • WARC Best Practice, September 2020

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.
Forecasting advertising and media effects on sales: Econometrics and alternatives

Article • John Dawes, Rachel Kennedy, Kesten Green, and Byron Sharp, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 611-620

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.
What we know about private label brands

Article • WARC Best Practice, May 2020

This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.
Do Price Promotions Help or Hurt Premium-Product Brands? The Impact of Different Price-Promotion Types on Sales and Brand Perception

Research Paper • Felix Zoellner and Tobias Schaefers, Journal of Advertising Research, Vol. 55, No. 3, 2015, pp. 270-283

Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand.