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What we know about campaign and brand tracking

Article • WARC Best Practice, April 2021

Explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.

How Canadian TV ads compare with the UK and US – and how they can improve

Article • Stephen Whiteside, Event Reports, thinktv: Canada's top-rated ads 2020, February 2021

A study by System1, the research firm, compared 100 television spots from Canadian advertisers with commercials from the UK and US.

Strategy Toolkit module 6: Building a campaign

Article • WARC Strategy Toolkit, March 2021

This article looks at the nuts and bolts of bringing a marketing strategy to life – how to write a creative brief, and how to brief it successfully.

Accounting for causality when measuring sales lift from television advertising: Television campaigns are shown to be more effective for lighter brand users

Research Paper • Henry Assael, Masakazu Ishihara, and Baek Jung Kim, Journal of Advertising Research, Vol. 61, No. 1, 2021, pp. 3-11

Establishing causality has long been an issue in the advertising-to-sales relationship. The ideal approach in establishing causality is randomized assignment of matched respondents to an exposure and non-exposure group.

The effects of context congruence on ad persuasiveness in e-magazines: It serves my motive, and I distinguish the advertisement

Research Paper • Achyut Telang, Debajani Sahoo, Sreejesh S., and Justin Paul, Journal of Advertising Research, Digital First, February 2021

Despite substantial interest in advertisement-context congruence as a determinant of advertisement effectiveness and advertisement memory in digital platforms, especially in the electronic magazine (e-magazine) context, less attention has been devoted to identifying how it influences advertisement persuasion.

Using neuroscience to make the case for more diversity in advertising

Article • Chasson Gracie, Joshua Richards, Daniel Pozzebon, Kevin Keane, Jasmin Amin , WARC Exclusive, January, 2021

There is residual reluctance to employ diverse and inclusive talent in messaging in advertising, despite ample research suggesting this should not be a concern; this reluctance appears to be the result of factors outside what the data say.

What we know about new ad testing methods

Article • WARC Best Practice, January 2021

This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.

The role of empathy and efficacy in public service announcements: Using narratives to induce bystander intervention in domestic violence

Research Paper • Eunjin (Anna) Kim and Sidharth Muralidharan, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 452-466

This research explores the understudied relationship between two crucial variables—empathy elicited by narratives and the degree of efficacy possessed by bystanders—by using narratives in public service announcements.

Unlocking the creative genie: How the content rock stars at Unilever and Brandscapes Worldwide collaborated to help the bar on creative development

Research Paper • MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020

Unilever, a consumer goods company, devised a plan to raise the bar for its creative development, leading it to win Marketer of the Year for the Effies in both 2018 and 2019.

JCDecaux UK: The moments of truth

Research Paper • MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020

Out-of-home (OOH) advertising brands JCDeaux UK, Clear Channel and Posterscope joined forces in cross-industry collaboration to carry out their study Moments of Truth and proved the effectiveness of using contextually relevant messaging in digital OOH advertising (DOOH).

The Coca-Cola Company: "Alexa, send me a Diet Coke"

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

Coca-Cola ran a tech-enabled sampling campaign in the United Kingdom to recruit new drinkers and improve its sample targeting.

How Microsoft builds brands for the whole person

Research Paper • David Evans Ph.D., ARF Experiential Learning, November 2020

Microsoft, a multinational technology company, details how it used audience-testing for its Microsoft 365 Brand Studio, which brought the creative in-house to establish an ecosystem of content from product videos and ads to award-winning web series and documentary-style films.

PUMB: Data is the best deposit

Case Study • Nataliya Demydenko, Iryna Kishchenko, Natalia Bulbuk, Lesya Mandryk, WARC Media Awards, Silver, Best Use of Data, 2020

Ukraine-based international commercial bank PUMB adopted a data-focused approach to dramatically improve the performance of its communication mix, attract new customers and boost its position in B2C investment rankings.

What’s the right tone in hard times?

Article • Graham Page, WARC Exclusive, November, 2020

What 50,000 ads and 8 years of emotion research tells us about how to advertise in a recession.

wagamama: From Bowl to Soul

Case Study • Becky Geiringer, Jane Dorsett, Maria O'Conner, WARC Media Awards, Silver and Path-To-Purchase Award, Effective Channel Integration, 2020

Restaurant chain wagamama put cinema at the heart of a UK multichannel campaign to encourage 'Urban Butterflies' to visit its restaurants more often.

Brighthouse Financial: Building a new marketing machine

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

Brighthouse Financial, a life insurance company, built a new marketing machine to launch its brand in the US in a slow-moving category dominated by long-standing competitors.

Gala Bingo: Playing the long game

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

Gala Bingo, an online bingo brand, increased ROI and awareness in the UK by launching a multi-year TV sponsorship deal to reach a more diverse audience.

Baileys: From forgotten icon to global treat

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

Liqueur brand Baileys reversed its decline in sales with its global campaign Don't Mind if I Baileys.

Rescuing Tango from a Sticky Situation

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

Tango, a soft drink brand, reversed its decline in sales and became the fastest-growing brand in its category with its Sticky Solutions campaign in the UK.

Hollyoaks: How to dispel the myth that young people don't watch TV any more

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

Hollyoaks, a British TV series produced by Channel 4, sparked discussion with storylines that connected to bigger social issues through an always-on advertising model that targeted young UK consumers.

Unlocking the value of direct-to-fan for Formula 1

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

Liberty Media, a US mass media company and owner of racing brand Formula 1 (F1), recast conventional customer relationship management (CRM) for F1 as an entertainment service and drove a significant uplift in F1 product sales.

Haig Club: Blueprint for a fast start – How making our own rules gave Haig Club one of the fastest starts for a new whisky brand in thirty years

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

Haig Club, a whisky brand, launched its whisky among young drinkers in the UK by creating a business partnership with David Beckham, and launching a bottle redesign and a new formula of whisky to suit a younger market.

I See Vimto In You: How celebrating a spirit of difference took Vimto to new heights

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

Vimto, a soft drinks brand, launched a TV ad in the UK that encouraged young consumers not to watch and rewarded those who rebelled with entertaining content to show it aligned with their need to be who they really are.

Burger King UK: Go Whopper or Go Home

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

Burger King, the restaurant chain, reversed declining sales in the UK by launching a series of TV commercials, OOH ads, and in-app and in-store placements that promoted it as the home of the Whopper.

How Aldi re-energised an existing advertising concept to re-ignite growth

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

Aldi, the low-cost supermarket in the UK and Ireland, grew revenue by addressing the problems of a perceived lack of range and the social stigma attached with shopping at Aldi.

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.
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.
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 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.
Five trends for consumer wellness in 2019

Article • Laura Hill, Admap Magazine, December 2018

Identifies consumer trends that will impact the wellness industry in 2019 and beyond, highlighting high-growth opportunities to help brands foster innovation, spark growth and connect with consumers.
Five things marketers can learn from direct-to-consumer challenger brands

Article • Nick Geoghegan , Admap Magazine, January 2019

Outlines the insights gleaned from interviews with several DTC challenger brands as well as brand consultancy eatbigfish's own experience of working with challenger brands.