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Article

This article provides marketers with information about how to balance long-term and short-term strategies.

Article

In this article, the author argues that marketers should replace ROI or ROMI with a 'share of voice to brand share growth' model to measure profitability over the long term.

Article

In this webinar, Les Binet explains how marketing effectiveness works in the digital age, a topic covered in the Warc Toolkit 2017 of marketing trends.

News

LONDON: Marketing effectiveness requires striking the right balance between close targeting and mass reach, and between short- and long-term strategies, according to a Warc report.

Article

This article discusses the importance of brand meaning and the threats that have emerged against it in the digital age.

Article

This article looks at how successful social media campaigns can be more accurately distinguished from popular but ineffective campaigns.

News

The term ‘effectiveness' can cover a wide area, as was evident from what Warc subscribers were reading on the subject in 2016, ranging from ROI to brand positioning, from media choices to product launches.

Article

This article summarises Warc's Toolkit 2017, a guide to six key challenges for brands in the coming year.

Article

This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.

Article

This exclusive report analyses the most effective social media campaigns, including an in-depth review of how social strategy drives effectiveness and practical suggestions for other brands to follow.

Article

This report discusses Marketing in the Digital Age, a new work looking into the causes of marketing effectiveness from Les Binet and Peter Field.

Article

This essay argues that agencies are fundamentally optimistic, while boardrooms are rather more glass-half-empty; agencies look to optimise while boardrooms prefer to limit damage, so agencies should use this paradigm to prove their value as 'immunisers'.

Article

This article provides an overview of the longer term effects of marketing actions and argues that strategic marketing decision making needs to account for both the short-term and long-term effects of marketing.

Article

This event report highlights the findings of new research by leading marketing consultant Peter Field, who has previously demonstrated strong links between creativity and effectiveness in advertising.

Article

This article sets out key insights on using emotion, arguing that it helps to build a brand and business, while also giving a sense of the debate on its impact and its relationship to rational persuasion.

Article

This article argues marketing must adapt to the 'era of personalisation' by understanding that its best opportunities rely on growing the brand and moving beyond personalised messages – not optimising sales.

Article

This article argues that marketers must identify and focus on the significant inputs and drivers of brand performance, not just the incidental noise of digital data.

Article

This report summarises the overall winners of the Warc 100 showing long-term impact, when the three years of Warc 100 data, from 2014–2016, are combined.

Article

This event report discusses results from research undertaken by Thinkbox and MediaCom that aimed to uncover the online and offline drivers of sales for direct response ads.

Article

This Warc Trends Report analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow.

Research Paper

This Viewpoint aims to provide evidence that brand love can lead to greater profitability and total shareholder return.

Article

This article analyses the different aspects of fame and describes how to create a 'snowball effect' that maintains brand fame over time.

Article

This event report breaks down ten key lessons drawn from a decade of Millward Brown's BrandZ reports, which identify the world's 100 most valuable brands each year.

Article

This article argues that brands need to balance speed and consideration to make their marketing 'agile'.

Research Paper

Advertising influences brand purchase through short-term effects determined by direct increases in penetration, basket size, and buy rate.