Opinion
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Brian Carruthers, June 2021
The launch of GB News, a UK news network promising to take on “woke warriors”, shows that brands cannot avoid getting involved in the broader cultural conversation, argues Brian Carruthers, WARC’s News Editor.
Case Study
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WARC Awards
for Effectiveness, Entrant, Business-to-Business, 2021
Spacetoon partnered with The Moshaya Family, a Saudi YouTube content creator with 20 million subscribers, and produced an animation entitled 'The Moshaya Family Animation' in the UAE.
Case Study
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WARC Awards
for Effectiveness, Shortlisted, Collaboration & Culture, 2021
Digital pay TV broadcaster Sky used a relatable multi-channel campaign to encourage reappraisal of its offer and re-establish Sky Sport as New Zealand's true home of sport.
Research Paper
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Chris Arning, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 275-299
In 2018, BBC Marketing and Audiences approached semiotic agencies with a challenging brief. They wanted to know the following: What makes modern Britain laugh? The BBC's younger audiences have been steadily drifting to other platforms and broadcasters to satisfy their need for "funny stuff." Brands that successfully leverage humor really resonate with this new modern mainstream audience, for example, Netflix, BuzzFeed, YouTube, Snapchat, and so on.
Case Study
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YouTube Works for Brands, US, Big Screen Big Results, 2021
Comedy Central, a cable TV channel, increased online interaction and promoted its new show among US consumers by airing the first episode for free on YouTube and creating specially-tailored promo videos.
Case Study
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MMA Smarties, Bronze, EMEA, 2020
MultiChoice, a pay TV operator, used lookalike audiences and geotargeting to drive subscriptions to both its premium bundle (DStv) and its more affordable bundle (GOtv) across Africa.
Article
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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.
Rankings
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Rankings Articles, April 2021
A summary of the most awarded campaigns for creativity for 2020, compiled using our rankings methodology, but not ranked.
Rankings
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WARC Creative 100, 2021
Samsung, a technology company, launched its QLED TV by creating an inception-worth ad.
Rankings
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Rankings Articles, April 2021
A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.
Article
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Alex Brownsell, WARC Exclusive, April 2021
UM’s Wendy Aldrich, EVP, Managing Partner, and Kristine Swanepoel, SVP, Strategy, West Coast, discuss Hulu’s award-winning ‘The Shape of History’ campaign.
Rankings
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WARC Creative 100, 2021
Foxtel, an Australian TV network, increased viewership of the final season of Game of Thrones by laying its characters to rest.
Rankings
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WARC Media 100, 2021
TV channel Hulu increased viewership of season 3 of The Handmaid's Tale by launching mirrored statues in New York City that allowed women to see themselves as part of America's future.
Rankings
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WARC Media 100, 2021
State Farm, the insurer, and sports-channel ESPN created hype around The Last Dance by running a successful co-branded commercial in the US.
Rankings
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WARC Creative 100, 2021
HBO, a television network, launched the final season of Game of Thrones by testing the loyalty of its fans.
Rankings
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WARC Media 100, 2021
Canal+, the television channel, grew subscriptions and awareness by offering tailored content to travellers with delayed flights.
Opinion
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Cathy Taylor, March 2021
This article is part of the March 2021 Spotlight US series, “Media strategies for a shifting US landscape.” Read more
Article
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Mike Piner, WARC Exclusive, Spotlight US, March 2021
Looks at the legacy business model of the US TV upfront sales market, and how it can change to embrace a wider set of business goals.
Article
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Sam Peña-Taylor, WARC Exclusive, February, 2021
Entertainment giant, Disney, is beginning to stem its losses from the launch of its flagship streaming platform, Disney+, as it looks to a DTC-first future.
Article
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Anna Hamill, WARC Exclusive, February 2021
As one of the world’s largest companies and a long-time leader in the consumer electronics category, Apple is leaning on product innovation, software and subscriptions to drive record growth.
News
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29 January 2021
Digital video adspend is growing rapidly in the UK and connected TV (CTV) is a channel that offers many opportunities for brands, yet a new survey of 900 senior video marketers has revealed a series of hurdles to its greater adoption.
News
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28 January 2021
UK consumers are more than willing to watch ad-supported streaming content – but if you want them to watch the ads to the end, make sure they’re relevant to what people are watching.
News
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25 January 2021
Korean TV dramas, popularly known as K-dramas, are becoming an increasingly important channel for luxury brands to connect with consumers, not just in South Korea but across the wider Asia-Pacific region.
News
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22 January 2021
Against a backdrop of steep budget cuts, UK-based pay-TV brand BT Sport was able to create and ride a wave of conversation by writing the script of the 2019/20 football season using AI, growing subscriptions by almost a third.
Case Study
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DMA (UK), Grand Prix, 2020
BT Sport, a group of pay television sports channels, collaborated with Google Cloud, Opta and Squawka to write the script for the entire 2019/20 season using artificial intelligence.
