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24 April 2019 Rejecting outmoded stereotypes is becoming table stakes for advertisers. At a recent conference, Stephen Whiteside from WARC learned that flipping them may be even more powerful.
Opinion
23 April 2019 Low trust in online media quality has led to an overreliance on private marketplaces, observes 33Across' Eric Wheeler.
Opinion
18 April 2019 Brands face obstacles to pursuing a purpose, but the opportunity is immense. Alex Gordon of Sign Salad explores how a crisis of trust is feeding the trend and how some brands have uncovered a competitive advantage and how others have failed.
18 April 2019 What’s a modern football fan? A recent report sheds light on how young fans are watching, what they’re watching for, and how the relationships between fans, players, and the game itself is changing.
Opinion
18 April 2019 Unilever’s outgoing Chief Marketing & Communications Officer tells WARC's Anna Hamill the Unilever campaign he is most proud of, how failing can be helpful, and the lessons from a product launch which wasn’t a success.
16 April 2019 Looking at the WARC Media 100, the increasing sophistication of campaigns that use geographic data and targeting, and the seamless integration of those data sets, stands out as a key differentiator.
16 April 2019 For decades, the rule of thumb for US media companies and advertisers was that advertising on mainstream, English-language TV needed to be in English, and advertising on Spanish-language TV needed to be in Spanish.
Opinion
15 April 2019 Could a digital dividend be the answer to seizing back power from Amazon, Facebook and Google? Rick Madigan, digital marketing strategist, MMT Digital, explains The idea that Facebook, Google and Amazon could pay a digital dividend and share some of their profits with consumers whose data they monetise is gaining momentum.
11 April 2019 Breathing new life into a brand is a complex exercise in which knowing what to change is as important as knowing what to leave alone.
Opinion
11 April 2019 Runtastic is a jogging app founded by Florian Gschwandtner in 2009. In 2015, Adidas came knocking and bought it up.
Opinion
10 April 2019 AI, voice and second screens are three themes to emerge from this year’s WARC Awards’ Effective Innovation shortlist.
Opinion
09 April 2019 Transformation is all the rage at the moment, but it implies a destination, an end point. Modern Craft’s John Ounpuu suggests there’s more to win if we focus on strategy and adapt accordingly.
09 April 2019 Amazon is quietly introducing its own grocery brands, but are they any good? MMR’s Andrew Wardlaw finds out.
Opinion
08 April 2019 WARC Media Awards winner Sophy Part, Business Director at OMD UK, writes that the future of cross-screen planning does not entail a complete move to super targeted addressable advertising.
Opinion
05 April 2019 When a gunman killed 50 Muslim worshippers and seriously injured dozens more in the peaceful city of Christchurch, New Zealand, shock reverberated around the world that such an act could happen in a country best known for its spectacular landscapes and friendly people.
04 April 2019 Data is fundamental to the UK’s majority service economy, and any non-alignment with its largest trading partner could have serious implications.
Opinion
04 April 2019 David Lubars, chairman/chief creative officer at BBDO, discusses how the agency drives creative consistency and how to approach customer experience from a creative perspective.
Opinion
04 April 2019 Retail is in crisis, we hear – but the truth is more complex. Retail is changing and certain brands are reaping the rewards of that change.
Opinion
02 April 2019 The ad which achieved the highest uplift in awareness in the UK during March was from the National Lottery, as it launched Set for Life, its first new game in 13 years.
Opinion
02 April 2019 Samsung is the brand that has achieved the greatest uplift in its Ad Awareness in both the UAE and KSA in March.
02 April 2019 Getting involved in cause-based marketing is nowadays a priority for businesses, as brands that ‘do good’ through corporate social responsibility are continuing to increase in popularity.
Opinion
02 April 2019 During March, Changi Airport was the brand which achieved the highest uplift in its Ad Awareness. The rise coincided with the upcoming opening of Jewel, the brand’s new ‘go-to’ destination in Singapore.
Opinion
02 April 2019 Samsung Galaxy is the brand that achieved the biggest rise in Ad Awareness in the US during March. At the start of the month, Samsung Galaxy’s Ad Awareness score (whether someone has seen or heard an advert broadcast by a company in the past two weeks) was 17%.
01 April 2019 In 2019's post-plastic landscape, brands will need to move beyond simplistic messaging and token gestures and embrace systemic change, as consumers seek meaningful relationships that reflect their own progressive values.
Opinion
01 April 2019 As part of Admap's April issue on sustainability, Fiona Ball, group head of responsible business, Sky, details the launch of Sky Ocean Rescue, an initiative that sets out to stop our oceans from drowning in plastic, while also inspiring Sky's customers to make simple everyday changes.