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Participation is having a moment in brand marketing


This year’s WARC Media Awards winners showed the potential for brands to capture not only our imagination, but also our actions.
The 2020 WARC Media Awards attracted entries which spanned the whole spectrum of integration. All of the winners brought something new to the category and provide a wealth of inspiration for new ways to engage. The judging sparked some extremely enjoyable debates too – is a campaign still integrated if it only lives in paid media? How about if it only lives in paid social, but is perfectly native across three different social platforms?
Integrate for deep involvement
A number of cases stood out for their focus on customer involvement. Whilst participation is nothing new in brand marketing, it is definitely having a moment. There was a new take on this theme too – one which served both brand and activation objectives. By weaving activity through channels, drawing people ever nearer to the product (both figuratively and literally), three ....

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Safety, ease and joy - the secret to future-proofing grocery during lockdown and beyond


Paid for by Facebook2020-11-12T14:07:00+00:00
It has been dubbed the “nightmare before Christmas” by British business leaders. But, nearly eight months after the first lockdown was announced back in March, the country now finds itself living under stringent national restrictions once again following a surge in coronavirus cases. 
There was a definite feeling of déjà vu and groundhog day this time around. Indeed, talk of panic-buying kicked in almost immediately and pictures of empty supermarket shelves were being shared across the internet following a sharp initial uptick in sales of toilet roll, sugar and dishwashing products. 
All of which means the grocery sector must once again adapt and work tirelessly to help keep the country moving at a time when major shifts in shopping habits and consumer trends have also occurred since coronavirus struck.  ....

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