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BCW Colombia: “Connecting in an Infoxicated era”

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2020

BCW Colombia, a PR and communications agency, increased brand awareness in Colombia by launching a forum event that debated a range of topics affecting the communications industry.

Shopping apps see growth in Latin America but conversion rate declines

Data • Rob Clapp, WARC Data Points, October 2020

An overview of shopping app performance in Argentina, Brazil, Colombia and Mexico since July 2019.

Ad fraud ranging between 1–2% across regions

Data • Rob Clapp, WARC Data Points, September 2020

An overview of advertising fraud by country and industry.

Facebook video grows 49% in Latin America but brands struggle to attract viewers

Data • Rob Clapp, WARC Data Points, July 2020

An overview of social video views by country, content creator and genre across Latin America during COVID-19.

YouTube is removing less inappropriate content

Data • Rob Clapp, WARC Data Points, July 2020

An overview of YouTube videos and channels removed for violating community guidelines.

Colombia, Media consumption overview, 2018-2019

Data • Cinzia Petio, WARC Data, June 2020

This report provides an overview of media consumption trends in Colombia between 2018-2019.

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.

E-sports struggling to attract new fans during COVID-19

Data • Rob Clapp, WARC Data Points, April 2020

An overview of consumers watching e-sports and online gaming across 25 markets during the novel coronavirus (COVID-19) outbreak.

Aguila: Abuse Disclaimers

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

Beer brand Cerveza Aguila repurposed its TV and radio health disclaimers to raise awareness of the dangers of excessive alcohol consumption and alcohol-fuelled violence on International Women's Day in Colombia.

Almacenes Éxito: Wednesday without VAT - The day a national strike became a promo

Rankings • WARC Effective 100, 2020

Almacenes Éxito, a retailer, increased sales and purchase frequency by siding with consumers to protest rising taxes in Colombia.

Museo de Arte Moderno de Bogotá (MAMBO): The MAMBO is leased

Rankings • WARC Effective 100, 2020

The Museum of Modern Art Bogotá (MAMBO), a museum, increased revenues and number of visits through a stunt that saw it being put up for rent in Colombia.

Cerveza Poker: WhatsApp Friends

Rankings • WARC Effective 100, 2020

Cerveza Poker, the beer brand, increased sales in Colombia by creating friendships with bots over WhatsApp.

Snickers: Columbia, The Official Soccer Team of Confusion

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

Snickers, a confectionary brand, increased brand buzz and sales in Colombia during the 2018 Football World Cup by creating a humorous fake team based on a misconception about Colombia.

Vive Digital Program: My Line

Rankings • WARC Creative 100, 2020

In Colombia, the Ministry of Communications & Technology launched a project that enabled even the most rural parts of its country to have access to information on the internet.

Old Spice: The Man Who Lost His Job Because He Had a “Map”

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

Old Spice, an American brand of male grooming products, increased brand awareness and growth in Colombia by launching a video campaign that showed how its products could end embarrassing sweat marks.

Museum of Modern Art Bogotá: The MAMBO is leased

Case Study • WARC Cases, 2018

The Museum of Modern Art Bogotá (MAMBO) increased revenues and number of visits through a stunt that saw it being put up for rent.

Nearly 75% of consumers want brands to avoid fake news media

Data • Rob Clapp, WARC Data Points, February 2020

An overview of consumer opinion on brands advertising on fake news media across 28 markets.

Almacenes Éxito: Wednesdays Without VAT

Case Study • WARC Cases, 2018

Retailer Almacenes Éxito increased sales and purchase frequency by siding with consumers in a protest against rising taxes in Colombia.

E-sports investment to reach $800m this year

Data • James McDonald, WARC Data Points, January 2020

An overview of global e-sports sponsorship and advertising investment and engagement among males aged 16-24 years old.

TNT: The M-commercast, by Turner & Rappi

Case Study • Carlos Casas, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Broadcaster TNT focused on the Oscars and created a digital ecosystem in Colombia to regain its position as entertainment leader.

DirecTV GO: The House of Soccer

Case Study • UM, WARC Media Awards, Entrant, Best Use of Data, 2019

Satellite broadcast provider DIRECTV used data from social media to connect audiences in Colombia with its OTT service and increase use of the platform during the Copa América.

National Registry of Colombia: #NoDejesAColombiaEnVisto – #DontLeaveColombiaUnread

Case Study • UM, WARC Media Awards, Entrant, Best Use of Data, 2019

The National Registry of Colombia used traditional mass media, live events and social media to boost voter participation among young people in the Presidential and Congressional elections in Colombia.

Neutrogena: Hydro Boost

Case Study • UM, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Skincare brand Neutrogena carried out an influencer marketing campaign via social media to launch its Hydro-Boost line of products in Colombia.

Latam Airlines: The Traffic Flight

Case Study • Diana Velásquez, WARC Media Awards, Entrant, Effective Use of Tech, 2019

Latam Airlines partnered with a GPS navigation platform to raise awareness and build brand relevance in Colombia.

Virgin Mobile: Virgin made you feel the service like stars

Case Study • Camila Carrillo, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Virgin Mobile launched a radio takeover to stand out from competitors in Colombia.

The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
Mars Wrigley finds new insights for marketing on big occasions

Article • Mary Connors, Event Reports, Shopper Insights & Retail Activation Conference, June 2018

Mars Wrigley, the confectionery company, has uncovered powerful new insights regarding the role that its products can play during major seasonal events.
Kraft Heinz supplements advertising with “actvertising”

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2018

Kraft Heinz, the consumer packaged goods giant, is using an approach called “actvertising” to build on the impact of its advertising.
How culture affects Asia’s pursuit of beauty

Article • Shilpa Madan and Shankha Basu, WARC Exclusive, December 2018

New research indicates that Asian countries have different attitudes toward beauty than Western markets.
How Bonobos built its menswear brand through redefining masculinity

Article • Stephen Whiteside, Event Reports, IAB Direct Brand Summit, October 2018

Bonobos, the online retailer focused on men’s apparel, has built its brand through challenging traditional concepts of masculinity.
The Future 100: Trends and change to watch in 2018

Article • J. Walter Thompson Intelligence, Research on WARC, December 2017

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.