The Warc Blog

The Warc Blog

eCommerce: how to represent your brand well in online stores
Posted by: Brand Learning
Brand Learning

When has a week gone by for you when you haven’t shopped on line for a brand? For most of us in our team at least, shopping online or using mobile during the shopping experience has become a habit.

From Showrooming (looking at products in store and buying on line), to Webrooming (looking at products on line and then buying in store) to Boomerooming (researching on line, seeing and touching the product in store and then buying on line) we are changing our shopping habits and the implications for retailers and brands is profound.


Subjects: Marketing, Data, Digital

28 October 2014 14:17

Global Ad Trends
Posted by: James McDonald, Research Analyst, Warc
James McDonald

Yesterday, we published a new long-term trend analysis: Global Ad Trends, a summary report which draws upon the data stored in our adspend database.

To provide some background, Warc has conducted an annual survey of global advertising expenditure since 1980, issuing questionnaires to monitoring organisations and/or ad industry bodies in each of the 88 markets we track. The survey covers TV, newspapers, magazines, internet, radio, cinema and out of home adspend. You can find a full list of our coverage here.

Once all markets are in, we harmonise the data (net of discounts, including press classified adspend and agency commission but excluding production costs) to give a more accurate, comparable picture of each country's ad market. This then allows us to identify meaningful trends in long-term advertising expenditure.


Subjects: Data, Advertising

21 October 2014 17:14

How to optimise your content strategy with regular data inputs
Posted by: Brand Learning
Brand Learning

Earlier in this series we introduced our point of view on how organisations need to evolve their communications capabilities to deliver growth through a meaningful, mutually beneficial customer experience and 4 key principles for customer engagement:

  • It must be mutually beneficial
  • The customer needs to have a key role
  • Content is the cornerstone; essential in driving the customer experience and for the health of the brand
  • Ongoing measurement and optimisation is critical

In this final instalment, we will look at the role of content and how to continually measure and evolve your customer engagement.


Subjects: Marketing, Data, Consumers

30 September 2014 09:17

Do you have the capabilities to make customer engagement mutually beneficial?
Posted by: Brand Learning
Brand Learning

In the first of this three-part series, we introduced our point of view on how organisations need to evolve their communications and capabilities to deliver growth through a meaningful customer experience, and 4 key principles for customer engagement:

  • It must be mutually beneficial
  • The customer needs to have a key role (whether the end-user, shopper, expert, distributor etc: i.e. whomever is the target of the communications)
  • Content is the cornerstone; essential in driving the customer experience and for the health of the brand
  • Ongoing measurement and optimisation is critical

This week we will look in more detail at the need for engagement to be mutually beneficial and the role of the customer.


Subjects: Marketing, Consumers, Data

26 September 2014 11:53

Monetising data with the internet of things
Posted by: Market Research Society
Market Research Society

This post by Jane Bainbridge originally appeared on Research Live.

The internet of things (IoT) could open up the direct monetisation of data between individuals and brands according to Moeen Khawaja, partner of Umbrellium.

Speaking at today’s Market Research Society conference, Connected World, and introducing his company’s IoT search engine, thingful, Khawaja pointed to forecasts that within the next 15 years there will be between 10 and 26 connected objects per person.


Subjects: Digital, Data

09 September 2014 15:15

A penny for your habits
Posted by: Guest blog
Guest blog

Ensuring marketers' future access to data means being aware of the value consumers place on information about them, Chris Payne of the World Federation of Advertisers explains.

The future direction of travel for the advertising industry is firmly tied to brands' ability to collect and use data to deliver relevant and responsible advertising.

Data is a critical component in brands' ability to deliver attractive content to the right consumer at the right time and in the right location.

However, consumers globally are becoming increasingly sensitive to the issue of data sharing. According to a recent European study commissioned by Orange, 78% of consumers believe that it is hard to trust companies when it comes to the way they use consumer personal data.


Subjects: Digital, Data, Marketing

08 September 2014 17:07

Research heroes: Graeme Trayner
Posted by: Market Research Society
Market Research Society

Graeme Trayner began his career as an intern for Greenberg Quinlan Rosner and is now a Vice President of the company, running their New York office and international corporate practice. In between, he has worked for a number of other companies, including a stint as a Partner in the London office of Brunswick Group where he set up its global opinion research practice. He also worked closely with consumer research pioneer Wendy Gordon and British Labour Party pollsters Philip Gould and Deborah Mattinson. Graeme writes and speaks frequently on the convergence of business and politics, and social psychology and corporate reputation. His paper on rethinking reputation research was Highly Commended at the 2012 MRS Annual Conference and in 2014 he won the Best Conference Chair Award. He is a past AQR Board Member and a certified member of MRS.

I wish someone had told me at the beginning of my career that it's a marathon, not a sprint. Looking back, I was in too much of a rush, and you need time and experience to turn into a fully rounded advisor. Also, to make sure you don't burn the candle at both ends – it's not good for anyone!


Subjects: Data

20 August 2014 10:55

This Year Next Year UK forecast 2014
Posted by: MEC

In this post by Adam Smith, Futures Director at GroupM, he predicts stately, rather than sensational, progress as the UK economy is recovers and investment still has lost ground to make up.

Media growth for 2013 emerged 8% up, slightly ahead of our forecast which already had plenty of topspin. We know how this happened – another big digital year, and print having a slightly less lurid one – but why is harder to put a finger on.

The Guardian's Aditya Chakrabortty put it well: 'The country is richer, but its people are poorer. This now counts as a recovery.' Real Q2 GDP is likely to exceed its Q2 2008 all-time peak, but per capita it is still 7% below: in terms of spending power, the typical household is stuck in 2005.


Subjects: Data, Media

15 August 2014 12:35

Top of the (soda) Pops: Coca-Cola is most-consumed brand
Posted by: James McDonald, Research Analyst, Warc
James McDonald

Last month we published Top 10 Brands datasets from Kantar Media's global TGI panels on The TGI data provide a look at the most-consumed brands in 61 markets across four regions (Europe, the Americas, Asia Pacific and MEA), dating back to 2011. The datasets also show the number of consumers of each brand, and how that total relates to the population. With this, we're able to gain some interesting insight.

Coca-Cola is the most consumed brand, appearing in the top 10 in no less than 34 of our markets (57.6%) across all four regions. The soft drink giant had 70.7m consumers in China alone (48% of the population). However, this placed it only 8th in the country's rankings, where Danone was top with 109 million users. Coca-Cola was the favourite brand in four markets in 2013, including Hong Kong, where it was consumed by 77% of the population (3.9 million users), and Mexico, used by 72% (or 25.8 million).


Subjects: Data, Brands

14 August 2014 10:12

Landmark Paper: How do you like your data - raw, al dente or stewed?
Posted by: Peter Mouncey, Editor-In-Chief, IJMR
Peter Mouncey

The latest Landmark Paper is drawn from the two special issues of JMRS, celebrating the 50th anniversary of the MRS. It was originally published in the Proceedings of MRS Conference 1985, and presented at that event by the authors.

The theme of the paper addresses what should surely be a fundamental concern to all readers of IJMR: 'how well market research data mirror the realities which they are intended to measure'.

Warc subscribers can view the paper here: How do you like your data: raw, al dente or stewed?

The authors also discuss the options open to researchers when the data apparently fails to meet that objective. As the authors point out, tests of external validity can be difficult to apply to many categories of research, but in areas where market research sourced data is the key source for decision making, such as when allocating multi-million pounds of advertising spend, clients rightly demand re-assurance that the results are accurate.


Subjects: Data

06 August 2014 12:41


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