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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.

Apotek Hjärtat: A Hard Pill To Swallow

Rankings • WARC Creative 100, 2021

Apotek Hjärtat, Sweden's largest private pharmacy chain, shed light on water pollution from pharmaceutical manufacturing by creating a fictional pill based solely on the chemicals found in the water.

Apollo: Zoom-Level-Targeting

Rankings • WARC Media 100, 2021

Optician Apollo increased brand awareness and encouraged eye tests by targeting Germans who enlarged their browser by more than 150%.

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.

Specsavers: COVID Booking Engine

Case Study • Emily Gan, WARC Media Awards, Grand Prix and Data-Driven Insight Award, Best Use of Data, 2020

British optician and audiologist Specsavers took a data-driven approach to improve customer experience and deliver demonstrable and sustainable value back to the business in the UK.

Why marketplaces are e-commerce’s next frontier: insights from Douglas

Article • Sam Peña-Taylor, Event Reports, DMEXCO @home, September 2020

German beauty retailer Douglas is two years into a significant shift to e-commerce, with its platform position setting it up to capture growth.

Retail foot traffic in Brazil down by 37% in July

Data • Rob Clapp, WARC Data Points, August 2020

An overview of changes in foot traffic among key sectors in Brazil between February and August 2020.

Singapore grocery foot traffic returns to normal but retail down 27% in July

Data • Rob Clapp, WARC Data Points, August 2020

An overview of changes in foot traffic among key sectors in Singapore between February and August 2020.

UK fashion retailers struggle to gain from e-commerce boost

Data • Rob Clapp, WARC Data Points, July 2020

An overview of changes in website traffic in the UK during the coronavirus (COVID-19) outbreak for fashion, home and DIY, health and beauty, and grocery brands.

Australian grocery foot traffic returns to normal but retail down 16% in June

Data • Rob Clapp, WARC Data Points, July 2020

An overview of changes in foot traffic among key sectors in Australia between February and July 2020.

OCO Opticians: The Urban Eye Tests

Case Study • AME Awards, Silver, 2020

OCO Opticians, an optometric brand, encouraged people in the UK to take free eye tests at its store by placing trackable floor panels on pavements in London which tested people's eyesight using the environment around them.

How Walgreens reached out to cancer patients who needed beauty advice

Article • Geoffrey Precourt, Event Reports, TMRE Digital Week webinar, April 2020

Walgreens, the pharmacy retailer, used its “Feel More Like You” campaign to meet the needs of cancer patients who wanted to look their best.

CVS Pharmacy: Beauty Mark

Rankings • WARC Media 100, 2020

CVS Pharmacy, a subsidiary of the American retail and health care company CVS Health, encouraged women to feel more confident in who they are by using unaltered images in their marketing campaigns and around their stores.

Ulta Beauty serves multicultural audiences by facilitating self-expression

Article • Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2019

Ulta Beauty, the retailer, has put diversity at the heart of its strategy, and made sure that it is focused on multicultural consumers across its operations.

Kronans Apotek: Jr. Forecast

Case Study • ANA, Bronze, ANA International ECHO Awards, 2020

Kronans Apotek, a pharmacy brand, increased sales of its sun protection products among parents in Sweden by launching a social media targeting campaign that produced personalised weather reports.

Beauty disruptor series: Innovation in Americas

Article • Euromonitor Strategy Briefings, December 2019

Explores the framework for disruption in the context of emerging beauty and personal care brands in the Americas.

Specsavers: Audiology Pants/ Plants

Case Study • DMA (UK), Bronze, 2019

Specsavers, an optical retail chain, promoted its audiology service in the Uk by releasing a humorous door drop leaflet to relax consumers into talking about hearing problems.

Boots looks to beauty to escape high street pressure

News • 02 September 2019

As the pharmacy and retailer Boots faces headwinds from both sides of its business, its recently appointed CEO is exploring how the company can create a symbiosis between the two sides that is key to its future survival.

The key to Gen Z shoppers? Offline experiences with digital touches

News • 22 August 2019

Gen Z may be the first generation of digital natives, but insight from AS Watson Group shows that in the beauty category they predominantly prefer in-store shopping.

Pearle Vision: Putting the care back in eye care

Case Study • Effies (North America), Bronze, North American Effies, 2019

Pearle Vision, a chain of eye care stores, created a campaign where every piece of creative demonstrated meaningful moments of care, to promote brand trust among US consumers.

TV pharma ads to feature drug prices

News • 09 May 2019

Pharmaceutical companies will be required to include the list price of certain prescription drugs in television advertisements, in a move that the Trump administration believes will help drive down prices.

Boots is a brand in a hurry

News • 07 April 2019

Big changes are coming at Boots, the venerable UK pharmacy and beauty chain, where new CEO Sebastian James is shaking things up in a business he feels has been held back by its heritage.

Boots: a legacy brand in a hurry

Article • Brian Carruthers, Event Reports, Retail Week Live, March 2019

As pharmacy and beauty chain Boots undergoes a revamp in 2019, its CEO explains why brands need to both embrace their heritage and look beyond it.

Social selling is making a comeback: The Body Shop's Sam Thomson on the direction of retail

Opinion • Sam Thomson, December 2018

Sam Thomson of The Body Shop discusses CX, the role of the store, and a return to brand-building, as part of a series of interviews with CMOs for WARC’S Toolkit 2019 report.

Dis-Chem – Winter Care Guide

Case Study • MMA Smarties, Silver, South Africa, 2018

Dis-Chem, a pharmacists, used digital ads to promote its Winter Care Survival Guide in South Africa to ensure good health throughout the winter months.

How content and sequencing boost out-of-home effectiveness

Article • Brooke Hemphill, Event Reports, Mumbrella MSIX, November 2018

New research indicates that smart content and optimal sequencing can significantly boost the effectiveness of out-of-home campaigns by more than 30%.
Effective Content Strategy Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, October 2018

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2018 WARC Awards.
How to plan an effective content marketing strategy

Article • Shafqat Islam , WARC Best Practice, November 2016

This article argues that planning, creating, distributing and optimising valuable content can drive brand awareness, spark lead generation and deliver business value.
Content Strategy Report: Lessons from the 2017 WARC Awards

Article • WARC Exclusive, January 2018

Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.
A perfect match: how AI will lift native advertising to new heights

Article • Dale Lovell, Admap Magazine, March 2017, pp. 42-43

This article posits that the integration of AI into native advertising will be a game changer for the industry, as tools such as IBM's Watson deliver insights and analysis at scale, which will lead to more efficient campaigns that deliver on RoI.
How to develop an effective YouTube content strategy

Article • Julian Saunders, WARC Best Practice, July 2016

This article provides best practices for developing a content strategy on the most visited online video platform in the world, allowing brands to engage a different culture from the mainstream and find a place in the 'everything channel'.