Cannes Creative Lions, Bronze, Creative Strategy Lion, 2021
LEGO, a brand of plastic construction toys, launched its Green Instructions campaign in Poland, whereby it included additional instructions to existing LEGO sets which made objects more environmentally friendly.
SABRE Awards, Gold, North America, 2020
Barbie, a toy brand produced by Mattel, celebrated its 60th anniversary in the US by creating one-of-a-kind dolls modelled on various female role models and raising funds for organisations aimed at leveling the playing field for women.
Lego, the Danish toymaker, first entered the Chinese market in the 1980s and has since grown to 140 stores across 35 cities, but with plans to expand its retail estate to 220 stores by the end of this year it recognises it must adapt to local tastes.
Brand partnerships can create a short cut to competitive edge, but when they go wrong, they are costly in terms of resources, time wasted and brand reputation, so it’s important to understand where mistakes commonly occur.
The Singapore Tourism Board (STB) and toy company Mattel have partnered up for a joint marketing push featuring Barbie, in what at first sight seems an unlikely combination, but brand partnerships are increasingly being used by marketers across the r
The Football Association, the governing body of association football in England and other Crown dependencies, increased ticket sales for the women's FA Cup Final after partnering with Subbuteo to create a female version of the classic board game.
The rise of performance marketing and short-termism means that that today’s marketers often lack the necessary skills to address core marketing principles of brand building and creating long-term value, according to LEGO CMO Julia Goldin.
This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:
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.