Advertising has two main jobs to do: reaching all potential category buyers with “Showmanship” and engaging in-market customers with “Salesmanship”. In a recent webinar with Sir John Hegarty – the ...

Carling Black Label, a beer brand owned by AB InBev, revitalised local soccer enthusiasm and drove brand growth in South Africa with its "Fak'Ugesi" campaign, aimed at reigniting fan passion.

Campaigns with a 50:50 split between brand and performance deliver the strongest effect on both short- and long-term business metrics. For shorter campaigns (1-4 weeks), the effects observed were, on ...

PedidosYa, a food delivery brand, aimed to deepen its connection with consumers in Argentina by becoming a beloved brand through its sponsorship of the men's National Football team during the Copa ...

Dorival, a leader in the period pain category, launched the "Princesses on Periods" campaign in Central America to educate young girls about menstruation and break the associated taboos. We’re ...

SHELL Brazil, an energy company, transformed public perception of energy transition and its initiatives through an innovative soap opera campaign that made the topic relatable and engaging. As a ...

Dove deodorant, a personal care brand, launched a campaign in Brazil to highlight the importance of underarm care, emphasising that shaving removes a significant portion of skin and showcasing Dove's ...

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive ...