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China, South Korea, UK and Brazil lead e-commerce sales

Data • Rob Clapp, WARC Data Points (Curated), January 2022

An overview of e-commerce retail sales in key markets between 2019 and 2021.

41% of consumers prefer a mix of in-store and online shopping

Data • Rob Clapp, WARC Data Points (Curated), December 2021

An overview of shopping preferences across 11 countries.

American and Chinese consumers are most eager to travel

Data • Rob Clapp, WARC Data Points (Curated), December 2021

An overview of consumer travel plans across eight markets.

BMO Financial Group: Eclipse VISA infinite card launch – flipping the script for millennials

Case Study • MMA Smarties, Silver, North America, 2021

BMO Financial Group, a banking brand, engaged millennials by partnering with the winner of Ru Paul's Drag Race in Canada.

Leading a world first environmental initiative: How Maple Leaf Foods put the consumer at the heart of its initiative to become the world’s first major food company to go carbon neutral

Case Study • MRS Awards Papers, Finalist, Applications of Research, 2021

Maple Leaf Foods (MLF), a food company, conducted a study in Canada to gain a deep understanding of consumers' views and values regarding carbon neutrality.

The good side x Movember: 'the field'

Case Study • MRS Awards Papers, Finalist, Public Policy/Social Research, 2021

Movember Health Promotions, a men's mental health and wellbeing charity, collaborated with The Good Side, an insight and creative strategy company, and launched a campaign in the UK, Canada and Australia to help young, less affluent men open up, feel safe, be vulnerable and share their realities.

Canadian Tire: Operation puck drop

Case Study • Charles-Antoine Gélineau, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2021

During the COVID-19 pandemic, Canadian Tire, a retail company, launched Operation: Puck Drop in Canada to increase sales and reconnect with consumers.

Molson Canadian: Make it canadian

Case Study • Jessica Masterson, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2021

Molson Canadian, a beer brand, launched a campaign to promote its own brand as well as that of its competitors in Canada.

Dove: Courage is Beautiful

Rankings • WARC Creative 100, 2021

Personal care brand Dove used the courage of healthcare workers to communicate its $7.5m Covid-19 support efforts and expand its Campaign for Real Beauty narrative in the UK.

McDonald's: Friends Wanted

Rankings • WARC Effective 100, 2021

McDonald's, a fast food brand, encouraged young people in Canada to apply for jobs with its campaign Friends Wanted.

Reese's Peanut Butter Cup: Reese the Movie: A Movie About Reese

Rankings • WARC Media 100, 2021

Reese's Peanut Butter Cup, a chocolate brand, connected to a new generation of Canadians by producing an ASMR feature movie.

Amazon Rainforest Conservancy: The rainforest fire channel

Case Study • AME Awards, Gold, 2021

The Amazon Rainforest Conservancy, a charity that works to purchase and secure land in the Amazon to protect and preserve, drew attention in Canada to the plight of the Amazon rainforest and encouraged donations.

Advertising and Design Club of Canada: All-nighter webathon

Case Study • AME Awards, Silver, 2021

Advertising and Design Club of Canada (ADCC), a not-for-profit advertising and design club, raised the funds it needed to keep itself afloat during the COVID-19 pandemic in Canada with a a 24-hour webathon.

Responsible Gambling Council (RGC): Check your reflex

Case Study • AME Awards, Bronze, 2021

The Responsible Gambling Council(RGC), a not-for-profit organization, launched a campaign in Ontario, Canada, to educate young adults about the risks of gambling and encourage more self-aware behaviour around it.

Goldfish Crackers: Feeding imagination

Case Study • AME Awards, Bronze, 2021

Goldfish Crackers, a snack brand, launched a campaign in Canada to unlock the emotional relationship that can sustain brand preference, increase relevance and brand equity and increase net sales growth.

Centre for Addiction and Mental Health: This is Sean Hill’s brain

Case Study • AME Awards, Silver, 2021

The Centre for Addiction and Mental Health(CAMH), a global leader in brain mapping, launched a campaign in Canada and the US to secure funding from donors and increase understanding of mental health to develop effective, personalised medicine.

Mother Raw

Case Study • AME Awards, Bronze, 2021

Mother Raw, an organic food brand, launched a campaign in Canada and the US to evolve the brand in order to reflect both its quality and ambitions to become a larger player in the world of raw, plant-based food.

Cineplex: Projecting hope

Case Study • AME Awards, Bronze, 2021

Cineplex, a theatrical cinema company, launched a campaign in Canada to surpass digital brand norms for viewership and engagement.

Flowr: Art & Science

Case Study • AME Awards, Finalist, 2021

Flowr, a cannabis company, launched a campaign in Canada to advertise its premium, high-THC strain, BC Pink Kush.

HomeEquity Bank: Catch the scam

Case Study • AME Awards, Gold, 2021

HomeEquity Bank, a banking brand, launched a series of fraud prevention masterclasses to protect its clients in North America from scam artists during the COVID-19 pandemic.

Toronto Association of Business Improvement Areas (TABIA): Out-of-work mannequins

Case Study • AME Awards, Silver, 2021

Toronto Association of Business Improvement Areas (TABIA), a non-profit organisation, launched an activation to support small businesses in Toronto, Canada, during the COVID-19 lockdown.

HomeEquity Bank / Royal Canadian Legion: World’s oldest esports team

Case Study • AME Awards, Gold, 2021

Home Equity Bank (HEB), a financial services brand, and Royal Canadian Legion, an ex-service personnel foundation, used esports to raise money for the Legion on Remembrance Day in Canada.

Volkswagen: Dealerships done digital

Case Study • Charles-Antoine Gélineau, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Car manufacturer, Volkswagen, adapted to the new COVID trading environment to reverse plummeting sales with its Virtual Showroom concept in Canada.

Air Transat: Vacation intervention

Case Study • Charles-Antoine Gélineau, WARC Media Awards, Grand Prix + Path-to-Purchase Award, Effective Channel Integration, 2021

Airline, Air Transat, uncovered a new insight about travellers to differentiate itself from competitors and gain new clients in Canada.

Flowr BC Pink Kush: “Art & Science”

Article • WARC Cases, October 2021

Flowr, a company in the Canadian recreational cannabis industry, wanted to help its BC Pink Kush product stand out in an increasingly competitive market.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
What we know about marketing to women

Article • WARC Best Practice, May 2021

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.
What we know about marketing to children

Article • WARC Best Practice, May 2021

Looks at the power children have across a lucrative market, due to both how much they spend on themselves and the purchasing influence they have on their families, and how to carefully market to them in a way that can build life long brand relationships.
What we know about podcasts in marketing

Article • WARC Best Practice, March 2021

Explores how the increasing popularity of podcasts is presenting new opportunities for advertisers, including a chance to access hard-to-reach audio audiences that are highly engaged, and explains how brands must clearly indicate their presence to avoid overstepping editorial boundaries.
Mastercard’s four trends that will frame 2021

Article • Brian Carruthers, Event Reports, CES 2021, January 2021

The Harris Poll, the research firm, teamed up with payments brand Mastercard to look at what the post-pandemic future might hold for digital commerce and the payments category in the US.
How marketers can win with Gen Z and Millennials post-COVID-19

Article • Carmen Bona, WARC Exclusive, June 2020

Research from Boston Consulting Group and Snapchat into the consumption shifts of Gen Z and millennials driven by COVID-19.