Events & experiential

1,230 results found

Sort by

The key to customer loyalty: Provide useful fun

Opinion • Anna Shin, April 2021

From loyalty programmes, points and incentives to personalised communications, these are marketers’ common attempts at retaining customers’ share of wallet. Beyond value driven incentives, there is a new reality – edutainment – that is proving to shake up and influence customer loyalty in ways we have not considered before.

Networking and conferences in a post-covid world

Opinion • Lena Petersen and Brett Kassan Smith, April 2021

This article is part of a series of articles from the WARC Guide to rethinking B2B marketing.

How the pandemic is altering sports sponsorship, now, and in future

Article • Jim Andrews, WARC Exclusive, Spotlight US, March 2021

The short-term outlook for sports sponsorship is tepid in the US, providing problems and opportunities.

Capita CMO Antonia Wade: 'adjacency selling will become important'

Opinion • Antonia Wade, March 2021

Antonia Wade is CMO, Capita, and the Special Awards Convenor for the Business-To-Business category at the 2021 WARC Awards for Effectiveness, in association with LIONS. Here, she predicts a ‘bounce-back’ to events, flags up the role of influencers in B2B marketing and suggests that B2C marketers can learn ‘adjacency selling’ from B2B marketers.

Integrated brand experience: New habits, new playing grounds

Article • Eugene Ng, WARC Exclusive, February 2021

This article shares examples of brands that have capitalised on consumers’ new digital first habits in China and offers lessons for other countries.

B2B 내 채널 변화: 기술 및 통신 시장에서 변화하는 전략

Article • WARC Exclusive, February 2021

Spotify 관련 기술 및 통신 분야에서의 B2B 마케팅 분석.

Can a pivot to digital bring sales and marketing into better alignment?

Article • Marie Griffin, ANA, B2B Marketer, January 2021

Despite a constant chorus to embrace an increasingly post-digital world, some aspects of B2B marketing remain stubbornly resistant to change.

Why ‘hybrid’ events are a brand opportunity, not a fix-it for COVID

Article • Christophe Castagnera, WARC Exclusive, December 2020

For brands hamstrung by a lack of live events during COVID-19, ‘hybrid’ events can offer a way forward.

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.

What we know about experiential marketing and sampling

Article • WARC Best Practice, December 2020

This article provides an overview of the thinking and reading on the subject of experiential marketing and sampling, both live activities that involve direct interactions with audiences that can have an impact indirectly.

Mastercard: Astronomical Sales

Case Study • Tahaab Rais, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

In the slowest part of Dubai's retail season, payment card brand Mastercard built a unique sale tied to a rare eclipse that put its brand literally in full view of the country's shoppers.

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.

Facing a sea of unknowns, marketers brace for 2021

Article • Marie Griffin, ANA, B2B Marketer, December 2020

As B2B marketers prepare for a new set of challenges, they're counting on ramping up their social media channels and virtual events throughout 2021 to steel them for the future.

Fanta: Twisted Carnival

Case Study • Tom Curtis, WARC Media Awards, Bronze , Effective Use of Tech, 2020

Category-leading soft drink brand Fanta ran an experiential and digital Halloween campaign in Britain in 2018 to grow sales and engagement among its target teen audience.

Help for Heroes: #40,000Strong

Case Study • Rebecca Priest, WARC Media Awards, Gold, Effective Channel Integration, 2020

Help for Heroes, the charity, used a powerful creative motif and installation to galvanise support for military veterans in the UK.

What's working in AR and VR

Article • WARC Category Intelligence, October 2020

Global strategies, campaign updates and trends in AR and VR.

Taobao is doubling down on short videos ahead of Singles Day. What does this mean for the industry?

Article • Alexander Wei, DLG, WARC Trends, October 2020

How FT Live is changing its business model

Article • Brian Carruthers, Event Reports, Advertising Week 2020, October 2020

This article considers how the Financial Times’ (FT) events business has pivoted to digital during the pandemic.

Help for Heroes: It took a small army to wake Britain up to the plight of injured veterans

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

Help for Heroes, a British charity, increased fundraising and support for medically discharged veterans in the UK by launching a travelling installation that became available when people donated.

How brands can adapt to the new economics of B2B marketing

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers, Today’s B2B Buying Realities Conference, September 2020

Business-to-business (B2B) marketing has been transformed by the COVID-19 pandemic, as old norms are replaced by greater flexibility and openness.

How uniting with a common purpose helped L’Oréal Paris UK and The Prince’s Trust unlock the value of young people’s self-worth

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

L'Oréal Paris UK, a beauty brand, and The Prince's Trust, a non-profit organisation, launched a partnership to transform the lives of almost 10,000 disadvantaged young people in the UK.

What's working in alcoholic drinks

Article • WARC Category Intelligence, September 2020

Global strategies, campaign updates and trends in the alcoholic drinks category.

Pantene: Breakup Salon

Case Study • Owen Smith, WARC Prize for Asian Strategy, Shortlisted, 2020

Hair care brand Pantene leveraged China's Singles' Day shopping event to get consumers' attention with their Breakup Salon brand experience.

Vixal: Stop the Germs Party

Case Study • Cleef Chong, Adrian Adshade, WARC Prize for Asian Strategy, Entrant, 2020

Vixal, the toilet cleaner, appealed to maternal instinct in its quest to make toilets cleaner and safer for children in Indonesia.

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.

Carat's 10 trends for 2019

Article • Dan Calladine, WARC Exclusive, December 2018

Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.
The rise in short form ads on TV – opportunities and challenges

Article • Jim Berridge, WARC Exclusive, December 2018

Examines the opportunities and challenges in using short form ads on TV by looking at the changing TV landscape and short form ad effectiveness.
How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.
The evolving dynamics of the direct-to-consumer market

Article • David Carr, Admap Magazine, January 2019

Looks at how direct-to-consumer brands are shaking up retail and disrupting consumer packaged goods by raising the consumer expectations that all brands must meet.
What we know about scheduling TV ads

Article • WARC Best Practice, November 2020

This article provides marketers with information and guidance about scheduling TV ads.
What we know about combining TV with digital media

Article • WARC Best Practice, July 2020

Provides marketers with information and guidance about combining TV and digital media strategies.