Advertising's woes and accountability

Whether or not it presages what may happen in the UK, most consumer goods markets in the U.S. have reached maturity - which means that little growth can be expected.

Advertising's woes and accountability

Single-source research to the rescue

John Philip Jones

Whether or not it presages what may happen in the UK, most consumer goods markets in the US have reached maturity - which means that little growth can be expected. Manufacturers seeking growth can, therefore, gain it only by increasing market share, and this has led them into two very ill-advised policies - splitting each brand into a cluster of sub-varieties, and concentrating on short-term rather than long-term strategies. Both of these have encouraged the substitution of sales promotion for media advertising - to a considerable extent because...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

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 cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands