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What we know about brand relaunches Recommended

Article • WARC Best Practice, June 2017

This article provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.
How to market effectively to women Recommended

Article • Sue Unerman, WARC Best Practice, June 2017

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.
Audience measurement in the digital age Recommended

Article • Andrew Green, WARC Best Practice, June 2017

This article details how audience measurement methodologies are adapting to the growth of digital access in a range of media, including TV, radio, print and out of home.
What we know about econometric modelling Recommended

Article • WARC Best Practice, June 2017

This article provides an overview of how econometric modelling can help marketers understand how much each media channel contributes and over what timescale.
What we know about cross-channel and multichannel marketing Recommended

Article • WARC Best Practice, June 2017

This article provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.
What we know about influencer marketing Recommended

Article • WARC Best Practice, June 2017

This article provides an overview of how influencer opinion and recommendations can deliver marketing messages to consumers through social networks and word of mouth.
What we know about social media effectiveness Recommended

Article • WARC Best Practice, June 2017

This article explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.
What we know about brand positioning Recommended

Article • WARC Best Practice, June 2017

This article provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.
What we know about packaging Recommended

Article • WARC Best Practice, June 2017

This article provides guidance on using packaging to create standout for brands and drive purchase consideration.
How to use cinema effectively in the media mix Recommended

Article • Michael Tull, WARC Best Practice, June 2017

This article explains how using cinema in the media mix can help build brands and deliver impact and cost efficiency in today's cross-media landscape.
What we know about combining TV with digital media Recommended

Article • WARC Best Practice, June 2017

This article provides marketers with information and guidance about combining TV and digital media strategies.
How to use behavioural science to build new habits Recommended

Article • Crawford Hollingworth and Liz Barker, WARC Best Practice, June 2017

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.
What we know about long-term and short-term effectiveness Recommended

Article • WARC Best Practice, June 2017

This article provides marketers with information about how to balance long-term and short-term strategies.
What we know about earned media Recommended

Article • WARC Best Practice, June 2017

This article provides marketers with information and guidance on generating earned media.
What we know about luxury brands Recommended

Article • WARC Best Practice, June 2017

This article provides marketers with information and guidance about luxury brand advertising.
What we know about moment marketing Recommended

Article • WARC Best Practice, June 2017

This article explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.
What we know about opinion polling, political research Recommended

Article • WARC Best Practice, June 2017

This article explores the historical link between political research and opinion polling and suggests alternatives to the latter, which should however be approached with caution.
How to develop an in-house agency: lessons learned from the launch of BBC Creative Recommended

Article • Alex Thom, WARC Best Practice, June 2017

This article outlines the steps brands should follow to develop a successful in-house agency, taking as an example the BBC's in-house creative agency, which was set up to co-create compelling creative work to maximise the BBC's relationship with its audiences.
How to optimise video creative across screens Recommended

Article • Dominic Twose, WARC Best Practice, May 2017

This article explains how brands can create video creative that is engaging and brand-centric in order to reward viewers with relevance or entertainment and prevent early skipping.
How to launch a new brand Recommended

Article • Nick Kendall, WARC Best Practice, May 2017

This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.
What we know about brand architecture Recommended

Article • WARC Best Practice, May 2017

This article explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.
What we know about native advertising Recommended

Article • WARC Best Practice, May 2017

This article provides marketers with information and guidance about using native advertising.
What we know about attribution and marketing mix modelling Recommended

Article • WARC Best Practice, May 2017

This article provides marketers with information and guidance about attribution and marketing mix modelling.
What we know about TV and video ad length Recommended

Article • WARC Best Practice, May 2017

This article provides marketers with information and guidance about determining the optimal TV ad length.
How to build an insight-led organisation Recommended

Article • Frank van den Driest, Steven Berkhout and Meghna Jain, WARC Best Practice, May 2017

This article examines ten drivers of successful customer-centric and insight-led organisations, with advice on how to optimise an insights strategy, and how to develop both organisational and individual insights capabilities.