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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.

How the Biden–Harris campaign mobilised voters by choosing empathy over fear

Article • Chiara Manco, WARC Exclusive, April, 2021

The Biden–Harris Campaign dispelled fear and confusion surrounding new methods of voting for the 2020 US presidential election through an edutainment campaign rooted in empathy.

Practical advice for travel brands navigating a post-pandemic world

Article • Marisa Beazel, WARC Exclusive, April, 2021

As the world begins to cautiously open up and vaccines become more readily available, now is the time for travel brands to begin preparing for vacation-hungry tourists.

Getting ahead of the curve amid the consumerisation of B2B marketing

Article • Rafael Martin and Staffan Holgersson, WARC Exclusive, April 2021

With the traditional B2B marketing playbook in need of a refresh, marketers need a new approach to channel planning, say global media agency Essence’s Rafael Martin and Staffan Holgersson.

The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.

Limited rebound for content-led advertising in 2021

Data • Rob Clapp, WARC Data Points, March 2021

An overview of changes in content-led advertising budgets in 2020 and 2021.

Tourism New Zealand: Good Morning World

Case Study • WARC Cases, 2019

Tourism New Zealand, the New Zealand tourism board, launched a year-long, integrated global campaign Good Morning World.

Singapore Tourism Board: Promoting Singapore to Singaporeans

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Singapore Tourism Board, a statutory board under the Ministry of Trade and Industry of Singapore, encouraged Singaporeans to visit attractions within Singapore with an Instagram-led campaign that got locals to post pictures of the scenery and food the country has to offer.

Lexus UX: Unbeaten Paths – Small Business Drive

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

Lexus, the luxury vehicle division of automobile brand Toyota, promoted its first SUV designed specifically for urban exploration, the UX, in Hong Kong.

Sport turns to short-form content as new business models grow

Data • Rob Clapp, WARC Data Points, February 2021

An overview of global growth areas in sports media consumption and business model adoption.

Publishers prioritising subscriptions over display ads

Data • Rob Clapp, WARC Data Points, January 2021

An overview of publisher revenue priorities in 2021 and how this compares to 2019's priorities.

Volkswagen Malaysia: Buckle Up

Case Study • WARC Cases, 2020

Automobile brand Volkswagen brought attention to the issue of children’s car safety in Malaysia through a social-first content campaign.

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.

Why shoppable content is irresistible and impactful in the new normal

Article • Rico Chan, WARC Exclusive, December 2020

Shoppable content provides a frictionless ‘browsing-to-buying’ window for brands.

How NI sustained demand generation in the absence of live events

Article • Brian Carruthers, Event Reports, DMWF Virtual, September 2020

When the pandemic led to the cancellation of its flagship event, test and measurement company NI had to rethink not just the event itself, but the entire marketing approach built around it.

British Heart Foundation: 24hrs in A&E Special

Case Study • David White, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2020

Charity organisation, the British Heart Foundation, partnered with a popular TV show to drive donations and increase awareness in the UK.

Timberland: Concrete Green with Loyle Carner

Case Study • Hannah Savage, WARC Media Awards, Gold and Collaboration With An Influencer Award, Effective Use of Partnerships and Sponsorships, 2020

Timberland, the footwear brand, partnered with musician Loyle Carner to increase sales in the UK.

Old Spice: Guest Starring… Old Spice

Case Study • James Barnett, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

Male personal care brand Old Spice engaged YouTubers to help run a meme-based campaign using brand ambassador Isaiah Mustafa to launch its anti-perspirants and body sprays in Israel.

Dove: Dove Reshapes Stock Imagery To Shatter Beauty Stereotypes

Case Study • Chris McCraw, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Dove needed to reclaim ownership of the 'real beauty' conversation to drive sales and penetration in the United States.

Why creativity is at the core of sports marketing

Article • Mukta Lad, Event Reports, Mumbrella Sports Marketing Summit, October 2020

At the Mumbrella Sports Marketing Virtual Summit, panellists shared insights on where Australia stands in the sports marketing landscape.

Grab: Delivering Bazar Ramadan to every Malaysian home

Case Study • Li Ping Ko, Pamela Chia, WARC Media Awards, Silver, Effective Use of Tech, 2020

Malaysia food delivery app Grab created e-bazaars for Ramadan to replicate traditional street food fairs, giving customers access to a range of foods, vendors an income, and growing app usage, sales and brand metrics.

OMO: The 100 Stains Challenge

Case Study • Tahaab Rais, Anna Sadykoova, WARC Media Awards, Bronze, Best Use of Data, 2020

Laundry detergent brand OMO harnessed the power of data-driven targeting to deliver its stain removal message to mums, increase consideration and boost usage in the Middle East.

Marketers need to get smarter with content

News • 24 November 2020

Expectations that brands will be part of culture have become much higher thanks to COVID-19; research from Havas indicates the onus is on marketers to actively provide meaningful content and the means through which consumers can interact with the bra

Volkswagen’s new strategy: dreams of electric fleets

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

Volkswagen (VW), the German carmaker, is going electric; here the brand’s CMO talks about reducing paid media spend, thinking in terms of software, and growing a new category.

Volvo: A defiantly human success story

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

Automobile brand Volvo identified a niche audience in the UK and targeted it with a blend of branded content and idents.

Media Strategy Report 2018: Insights from the WARC Media Awards

Article • WARC Exclusive, April 2018

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
What we know about sponsorship effectiveness

Article • WARC Best Practice, February 2021

Examines how brands can build awareness and increase equity through effective sponsorship.
How to plan an effective sports sponsorship strategy

Article • Neil Hopkins, WARC Best Practice, March 2018

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.
What we know about marketing at major sporting events

Article • WARC Best Practice, March 2021

The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.
Global Ad Trends: Sponsorship

Data • James McDonald & Rob Clapp, WARC Data, September 2018

This report summarises the latest research from WARC's Data platform, with a focus on sponsorship.
7 routes to more effective sports sponsorship

Article • Misha Sher, Admap Magazine, February 2016, pp. 22-24

This article outlines seven strategies by which brands can successfully leverage the power of sport sponsorship.